The “frugal chic” aesthetic is having its moment, however contradictory the concept may seem. “Frugal” suggests a focus on thriftiness, while “chic” oozes a sense of classic luxury.

Coined by former model and content creator Mia McGrath before trending on TikTok, this is one of the latest attempts to change how we think about clothes and disrupt our voracious appetite for fashion.

McGrath encourages Gen Z to think about the positive aspects of making do with less. For her, being frugally chic refers to:

An individual who values quality, high taste, and freedom. They reject this new world of overconsumption that preys on the insecurities of unconscious doom scrollers.

An individual who values quality, high taste, and freedom. They reject this new world of overconsumption that preys on the insecurities of unconscious doom scrollers.

Frugal chic means a commitment to purchases that will last for many years and be part of a “forever wardrobe”.

McGrath calls on consumers to invest in quality – “buy it nice or buy it twice” – while blending luxury purchases with cheaper and even thrifted clothes.

Slow fashion, repair cafes and capsule wardrobes

McGrath is not the first to try to influence change by promoting sustainable, responsible clothing consumption.

The global slow fashion movement supports individuals to (as the name suggests) slow down clothing purchases. But........

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