Kolumne Inside America: Der US-Sommertrend in den sozialen Medien – „Kinda Chic“ to go retro
Ein Private-Equity-Boyfriend, Recyceln oder iPod: Im Sommer 2026 kann offenbar alles „Kinda Chic“ sein. Der neue Trend feiert das vermeintlich Uncoole. Chic ist aber auch die Nostalgie.
Every summer, there is one trend in social media – naturally from the United States. Following the brash "Brat Summer," came the measured "Demure Fall," the ironic counterpart. And in 2026? "Kinda Chic" dominates the network in this El-Nino heat summer. Numerous posts ironically label everyday habits as "chic," such as disposing of trash.
But "Kinda Chic" can mean anything this summer. Among celebrities, for example, a private-equity boyfriend. US actresses Reese Witherspoon and Nicole Kidman and singer Olivia Rodrigo were spotted with finance bros in their arms – who thought of the set of a new White-Lotus season, they were mistaken (although it could fit as a plot). The "Wall Street Journal" described them as the latest "Arm Candy."
This trend is not new. Richard Gere embodied the slovenly financial investor with a romantic side in Pretty Woman in the 90s. And that is not all the summer has to offer. "Kinda Chic" is also the nostalgia of digital retro products. While Apple releases improved products each year that look like the old ones but are significantly more expensive, it is precisely the old devices that are back in style.
Instead of in-ear AirPods, cable messes are again trendy. In New York, hip Gen-Zers wear crocheted garments, techno sunglasses, tight-fitting low-rise jeans, and listen to music with drooling headphones. In the "New York Times," author Thomas Morton asked in a guest essay: "Why are people under 30 dressing as if they are completely crazy?"
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