When Authenticity Becomes a Performance For years, “authenticity” has been the holy grail of culture. Brands promised it, influencers preached it, friends posted about it. Authenticity meant honesty, vulnerability, truth. It was meant to cut through the noise of curation and give us something raw. But by 2025, authenticity itself has become an aesthetic, a strategy, and a performance. What began as rebellion has become routine. The Rise of Realness The demand for authenticity grew out of exhaustion. After years of filters, Photoshop, and staged perfection, audiences craved something different. They wanted to see stretch marks instead of retouching, breakdowns instead of highlights, mess instead of polish. Platforms rewarded it. Influencers leaned in. Brands swapped slogans for “we’re just like you” messaging. Realness was no longer fringe — it was mainstream. And once something becomes mainstream, it becomes marketable. Vulnerability for Sale Scroll through feeds in 2025 and yo...
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