We have to stop describing everything as 'Aesthetic'

It doesn't even make sense

If you’re a subscriber of mine, you’ll surely be aware that I am not a member of the grammar police. In fact, it would probably do me the world of good to start an internship at the very least.

I am, however, somewhat cantankerous about the overuse of certain words.

It started with an adjective that infiltrated our society so deeply, that I even spotted Prince William using it in his speeches.

Call me fussy, but if someone I loved, described me as, ‘Amazing’, I’d be pissed. It’s such a generic term and a sure sign you can’t think of anything more interesting to say.

Essentially, ‘Amazing’ is a more excitable version of ‘Nice’.

How can food, people, places, achievements all be amazing when they are all so different? Can we not take the time to think of a lesser used adjective? One that’s more personal to the subject?

We’re not all amazing people. In the same way that we don’t all light up every room we enter. That’s what makes us special. But when you reduce us to such a generic adjective, it voids your statement of any meaning and all meaning.

Now, either, we’ve found new adjectives or I’ve moved on, because the new word that’s bothering me is, ‘Aesthetic’.

Especially when it’s pronounced with a sharp tongue.

At least amazing is used in the right context. I might scream if I see one more video of someone holding up a piece of checkered homeware and describing it as, ‘Aesthetic’.

What do you even mean?!

I never thought I’d say these words, but I actually think I’d prefer if we went back to ‘Vibe’. Ideally, we’d use style or mood or effect, but at this point, I’d take anything.

It kind of breaks my heart when I hear little people - the Gen Alphas - describe their bedroom goals with the word. They have an excuse for parroting vocabulary, but what upsets me is that in their eyes, ‘Aesthetic’ is the removal of their own personal style, in place of generic, copy, mass produced repeats.

Trust me girlies, hang on tight to your favourite things because when you’re grown up, you’ll be scouring Vinted for Sindy Kitchens to fill the voids in your adult life.

As much as I hate phrases like, ‘Clean girl aesthetic’, at least that actually explains the style you’re trying to achieve aka minimalism. It’s more when the word is used in its singular form, as if ‘Aesthetic’ is a style in its own right.

You might have noticed, this Substack has its own aesthetic now. That’s a joke, by the way. The new design and logo is thanks to the incredibly talented Alice Cowling. We worked together at Cosmo and she is now also freelance. If you’re looking for a designer to help you with anything from websites to social assets, hit her up.