The ‘Kinda chic’ trend is mere humblebrag
From our UK edition
Years ago, when I was first attempting to make a living in journalism, I did the occasional stint of consultancy (risible as it now seems that a 24-year-old could ‘consult’ on anything). PR companies would pay me to come in and tell them how to get more coverage, better coverage or just coverage which centred their niche and unappealing clients. And one of the things they always seemed to want was to author a social trend. The most famous social trend, the one they all cited time and again, was the #NoMakeUpSelfie, a mega viral whirlwind which got women all over the world posting pictures of their - shock horror - makeup free faces.