WHAT YOU'VE BEEN DOING
Authenticity, now with a linen backdrop
The wellness market discovered "earthy" and immediately put a 400% markup on it. Rootedness became an aesthetic: raw-edged fonts, linen backdrops, a £40 ceramic pebble named "Soil" by someone who has never knelt in any. Groundedness got curated, which is the one reliable way to guarantee you haven't got it, because the moment you're styling the rootedness, you're standing several feet above the roots.
No linen was harmed in the making of this honesty.
