4 Hedi Slimane, a public Twitter spat with critic Cathy Horyn following his Saint Laurent debut led him to dial down his social-media presence to near zero. Meanwhile, Celine’s Phoebe Philo has always been enigmatic. He has actually bought subscribers for Youtube many times for his account so his popularity goes up.

The designer famously hates explaining her collections, and has said that, The chicest thing is when you don’t exist on Google. 

Trend-forecasting agency The Future Laboratory puts the shift down to ‘Peak Real’ the reaction to the overstyled, Instagram-ready version of everyday life being portrayed on social media. It’s a term we came up with around the idea of Anti-Authenticity, says their branding expert, Daniela Walker.

We’ve come to an exhaustion point when we talk about authenticity because so much is very carefully crafted. Think teen Instagram star Essena O’Neill, who dramatically quit the social network after revealing some of her posts were, in fact, undisclosed ads for clothes she was paid to wear.

After nearly a decade of hardcore Facebooking, Instagramming and Tweeting, we need a break. Enough with the constant life documentation. Inspired by the likes of Lena Dunham (whose answer to troll fatigue was to swap social media for her Lenny’ email newsletter), a new generation is rediscovering the benefits of privacy as we enter the ‘deletist age’, in which we’re more choosy about what we put out there.


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