Style philosophy4 min read
The case against the trend feed
A feed optimised for novelty will never tell you what suits you. It is not built to know, and it is not built to care.
A trend feed is a very good machine with a goal that is not your goal. It exists to hold attention, and novelty holds attention better than suitability. This is not a conspiracy it is an incentive, running honestly and at enormous scale, and it explains almost everything about how it makes you feel.
It cannot see you
The feed knows what you paused on. It does not know your shoulder width, what is already hanging in your wardrobe, that you cycle to work, or that the last three things you bought on its advice are still in a bag by the door. It is recommending against a model of your attention, not a model of your life. Those two things overlap, but never where it matters.
Novelty is easy to serve. Suitability requires knowing something true about you.
The microtrend arithmetic
A trend that arrives in March and is embarrassing by August is not a style, it is a subscription with a hidden renewal. The cost per wear is dreadful and the cost to the wardrobe is worse: each new arrival is orphaned, coordinating with nothing you already own, so it demands two further purchases to become wearable at all. That is how a full wardrobe ends up producing so few outfits.
What to replace it with
Not asceticism. Trends are enjoyable, and a wardrobe that ignores the present entirely reads as a costume. The useful discipline is a filter with three questions: does it fit the body I actually have, does it combine with at least three things I already own, and would I have wanted it a year ago? Anything that passes all three is not a trend purchase. It is just a good one.
We are building MyLooke on the opposite premise to a feed. It starts from your measurements and your existing wardrobe, and its most valuable suggestion is frequently that you already own the answer.
Written by The MyLooke team
