Brace Yourselves As Cringey Typographical Customisation Is Making A Comeback In Fashion


Amidst the raging onslaught of ‘Why is she dressed like a truck?’ & ‘Is she, the back of a car?’ slew of tweets targeted at Alia Bhatt’s customisation led ‘baby on board’ pink number, we’ve arrived at a potent sartorial conclusion. One that will make the eyes of mass production brands & retailers twinkle like the north star.

The ordination of cheugy customisation has officially been set into motion & is bound to be the next big thing. Brace yourselves the subsequent bombardment of the ‘happy wife, happy life’ t-shirts (plastered with the most sardonic imagery you could ever imagine) in every store, on every e-commerce website you can think of.

Are we ready for the reemergence of this micro trend? *wipes sweat off forehead*

Trend Origins & Pop Culture Sightings

Statement inducing, point conveying, sass throwing fashion is a tale as old as time. But this particular genre of mildly corny one liners & compound words is relatively fresh, with the 2010s being the decade of catapulting this specific trend of customisation.

Via Pinterest

Post her publicized breakup with singer Justin Timberlake, Britney Spears thought it best to let actions speak louder than words. We’re with her on this one.

Via Pinterest

The time when RiRi was seen wearing a t-shirt from the Adam Selman Fall/Winter ‘15 collection, which said ‘spoiled,’ in what looks like an ad for Colgate but is actually an NBA All Star Weekend game.

Dismiss The Customisation Hate Politics


Having sworn my allegiance to the Gen Z cult congenitally, I’m not the person who’d ever buy or wear something remotely related to this trend. Does that mean I don’t notice the incentive or take cognizance of the itch that might persuade one to go down the customization route? I really do.

I get it, it’s all fun & gags, it’s a creative pathway to express your opinions & likes or dislikes even. I’d like to be the last person to rain on your parade, although I would suggest refraining from wearing something that might get you canceled.

The Time Is Ripe For Brands To Milk $$$


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Post the ‘baby on board’ moment, which was designed by industry stalwarts Abu Jani & Sandeep Khosla, one can only imagine the innumerable requests for customisation lined up, at the behest of Alia’s pink sharara set. Be it Indian wear or contemporary silhouettes, the upward trajectory of typographical customization is a now, a given.

Waiting for the slow decay of subtle abstracticsm which will now be replaced by forthright designs. Not to sound too sad about it, a mild excitement may be brewing (or not).

Via Getty

Viktor & Rolf’s SS 2019 collection was a graceful rendition of incorporating the slogan trend – one that was to the point & not too icky for our ‘self-proclaimed fashion connoisseur’ identities. Perhaps it isn’t all that bad. Can I ditch my tryst with subtlety?  Should I empathize with this trend of cheugy customisation? Maybe. I could start by not calling it cheugy, lest the millennials come for me.

To read up on uniforms & their relevance (or the lack thereof), tap here.

- Digital Fashion Writer


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