F E A T U R E D S T O R Y
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Underconsumption begins to trend
November 27, 2024
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In one of Julie George’s most popular TikTok videos from this past northern summer, she highlights some of the high quality items she owns and cherishes — a few pieces of jewellery, a single pair of Ray-Bans, a nearly empty bottle of YSL perfume. It feels luxe and aspirational, like so many popular influencer videos do. But George’s video is not an attempt to get you to buy the items she shows off, nor is it a celebration of new shiny stuff. It’s an example of a different trend that’s emerging across social media — 2024’s new take on minimalism: “underconsumption core”.
L A T E S T S T O R I E S
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CO-FOUNDING EDITOR Christopher Kelly
EDITOR AND DESIGN Stevie Bee
Launched July 28, 2019
Last updated April 2, 2025
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