Happy Thursday! Today’s paid newsletter features some thoughts about the Pinterest fall trend report, personal style, and the TikTok that helped me hone in on mine a couple years ago. Subscribe to the Yapper tier to read the full newsletter.

Also in this newsletter, the Katseye x Gap denim ad, Aubrey Plaza on Good Hang, Christian Girl Autumn fakeout, and more.

Pinterest released its Gen Z fall trend report yesterday. The main takeaway is that searches for secondhand fashion have been on the rise. “Dream thrift finds” are up by 550%, according to data collected on the platform between April and June.

Smartly, Pinterest has announced that it is launching its own “Thrift Shop,” allowing users to buy preloved finds directly on the platform. It will run until September 26 and feature finds from tastemaking creators’ closets.

The report suggests that Gen Z consumers are pushing back on a “sea of sameness.” On the flip side, young people aren’t completely immune to trends, and I’ve seen many from the report out in the wild. Notably, Gen Zers are searching for polka dots (+699%), 1960s babydoll (+2,514%, thank you, Sabrina Carpenter), and vintage digital watches (+34%, found in abundance at every flea I’ve gone to this summer). 

Still, I do think this line from the report rings true: "This new wave of style is less about following the crowd and more about finding one-of-a-kind pieces that tell personal stories—while keeping planet and budget in mind.”

The point about storytelling is particularly interesting. In 2024, the concept of “personal style” reached an apex amid fatigue toward the breakneck trend cycle. If last year triggered an existential crisis over our clothes, it appears this is the year to untangle what we want our closets to say about us.

Upgrade your subscription to read the rest.