Friday 7 May 2021


Though hard to define—via the morning news—with a throughline connecting wine moms, Hogwart’s houses, gender reveal parties and the benevolent narcissism of adulting, binge-watching reruns and their inherent advertising—all these things having nothing in common yet somehow everything, the aesthetic—pronounced chew-GEE, strikes one as something one’s dog could be accused of as much as any one of us (as much as, recursively, the term itself), the opposite of trendy but not borne out of rebellion. Not quite judgmental or condemnatory, it’s a mechanism, a term created to distance ourselves from something once wildly popular then suddenly not. Cheug is a spectrum and I’m sure we all have our particular pet tastes that have come and gone and there is no harm in that.