People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

As homes become hubs of safety and escapism from the outside world, playful Barbie-esque aesthetics – from velvet pink valances to unicorn ornaments – are making their way into interiors. The move speaks to a desire to cultivate comforting 'worlds' as an antidote to modern angst.

The pandemic lockdowns resulted in adults having more free time, with many cultivating new past-times, playing games, and finding new ways to escape the seriousness of being a grown-up by doing something they love. But who are the ‘kidults’? And why are they prioritizing playtime?

No stranger to controversial drops, MSCHF has released a cologne that replicates the smell of WD-40. Taking olfactory experimentation to the next level with its embrace of satire, the scent has found resonance among Gen Zers who are looking to fragrances as a conduit for ironic self-expression.

Praying has gained a cult following owing to the brand’s ironic digital aesthetic and use of humourous and subversive iconography. With its popularity stemming from sartorial provocation, niche internet culture, and religious decontextualization, what does this say about modern consumer tastes?