Performance Curation (005): The act of saving, organizing, and presenting digital edits — not necessarily to inform actual purchases, but to perform a version of selfhood rooted in taste, fluency, and aesthetic projection.
Friends of the House (007): Celebrities, influencers, and VICs strategically positioned within a luxury brand’s orbit to signal belonging, exclusivity, and aesthetic alignment.
Taste Anxiety (008): The low-grade panic that you’re not picking the right things. Often soothed (or worsened???) by outsourcing (see: delegated discernment).
The Fashion Internet (011): A loosely connected ecosystem of platforms, publications, creators, and consumers engaged in the production, circulation, and interpretation of fashion discourse online— often delivered with equal parts critical insight and personal branding.
The Personal Mount Rushmore (013): A curated lineup of internet figures, celebs, and friends who serve as enduring reference points for one’s aesthetic and lifestyle preferences.
Girl-Building (015): The strategic process of constructing a stylized persona designed to embody the brand’s ethos, emotional appeal, and aspirational narrative. Achieved through casting, styling, and storytelling, she serves as shorthand for the idealized consumer a brand is designing for / designing into existence. NOT to be conflated with world-building
Delegated discernment (017): outsourcing the act of deciding what’s stylish, worthwhile, useful, and good — often to a trusted internet stranger, because you believe (rightly or wrongly) that she has better taste, more time, or clearer context than you do.
Conviction (018): Making and sustaining a choice, even in the absence of consensus — accepting the risk of being misunderstood or mistimed in order to produce a point of view. In the context of fashion and style, conviction turns preferences (I like this) into patterns (this is me / mine).
Curation (018): A set of selections assembled to reflect a sensibility and signal fluency — offering proximity to what’s considered “good,” distinct, or culturally legible.
Side-Door Discovery (018): A mode of encountering products not through official brand channels, but through social feeds, newsletters, and direct-to-product links. Value is framed by the recommender — someone you trust or follow — before you reach the point of purchase.