Thrifting is like a maze. You navigate your way through the stores looking for a timeless blouse or a chic 2000s purse, only to find a pile of generic graphic tees after scrambling through several aisles. But although puzzling, there is a method to the madness in finding the right pieces and, most importantly, what to primarily look for when going to a thrift store.

The difference between an outfit video that gets 400 views and the same outfit video that gets 40,000 is often nothing to do with the outfit. It's when you posted, relative to the life cycle of the sound you used.

It was the first UK beauty brand to sell a million pounds in a day on TikTok. I bought it. Here is what actually happened.

Every September the same photograph appears about four hundred times. A girl, a pumpkin, a plaid scarf, a caption with a pun in it. It’s fine. It’s also the visual equivalent of a chain coffee shop: perfectly pleasant, entirely forgettable, and located in the exact same spot as everyone else’s.

Gilmore Girls merch has colonised autumn. We investigate why the pyjamas arrive in August, who is actually profiting, and whether owning a Luke’s Diner mug makes you tacky. It is the first week of August. The sun is still out, nobody has thought about a coat, and yet the shops have already filled up with burgundy pyjamas printed with pictures of a fictional gazebo in Connecticut.

Period drama is officially back, and this time it isn’t staying on screen. Bridgerton season four has just wrapped its most talked-about run yet, Emerald Fennell’s Wuthering Heights has spent the best part of 2026 splitting critics down the middle, and BritBox’s The Other Bennet Sister quietly became the surprise comfort watch of the year.

There is a very specific kind of guilt that comes from opening a wardrobe stuffed with clothes and still feeling like you have nothing to wear. If that sounds familiar, you are not imagining it, and you are certainly not alone. One in three young women in the UK now consider an item of clothing “old” after wearing it just once or twice. Worn twice. Then binned, donated, or left to fossilise at the back of a drawer.

i’m intrigued by the clean girl aesthetic and its prominence over the past few years. that is, i can’t stop thinking about how it strips away any semblance of individuality.

let me start by saying this outright: olivia rodrigo’s bloomers aren’t indicative of “the rise of fascism” if we’re already there. The woman’s just trying to sing her songs, stomp around the stage, and maybe remind us that the coquette revival on tiktok comes straight from 2014 tumblr.