Fashion writer Jess Cartner-Morley has suggested that while the move towards lasting, sustainable clothing is positive, the industry may have lost some of its 'fun' along the way. Writing on 23 September 2026, Cartner-Morley noted that the days of seasonal trends and 'looking trendy' are over, replaced by an emphasis on 'timeless chic' and 'personal style'.
This shift is considered a 'very good thing' for sustainability, moving away from the idea of disposable clothes. However, Cartner-Morley questioned whether this 'eminently sensible process' has led to a lack of 'levity' in fashion, describing a drift towards a 'generic upscale smart-casual aesthetic'.
She advocates for incorporating 'slightly silly' or 'quirky' items into wardrobes, suggesting that 'mischief' can be functionally important. This does not require abandoning principles of buying less and buying better, but rather embracing pieces that stand out, such as a 'jazzy sock' or 'statement shoes'.