Buy Less,
Love Longer

Cheap micro-trends come and go in a week. So why are women in their twenties spending their pay on cashmere, silk and cotton?

Scroll for five minutes and you'll see a new micro-trend. Scroll for five more and it's already gone. For women in their twenties, raised on haul videos and next-day delivery, keeping up has never been easier, or some may say more exhausting.

The consumerism habits are changing as Gen Z shoppers are asking more and more not "what's in this week?" but "will I still wear this next year?" That answer comes down to fabric. Natural fibres like wool, cashmere and silk age differently from synthetics. A good cashmere jumper softens with every wash, and a wool scarf gets cosier with every wrap. With simple care, they last for years rather than weeks.

"I used to buy something new every payday," says Hannah, 24, a junior marketing assistant from London. "Now I'd rather save for one piece I really love." It isn't about giving up on trends. It's about building a wardrobe where trends sit on top of pieces that stay: one coat styled five ways, rather than five coats worn once.

At Aurelia, that's the idea behind every collection: fewer, better pieces, chosen by and for you.