Sure, you are already tuned into stories of American denim cycle, writing off skinny jeans since 2019. Followed by its quick and painless demise when sweatpants and shorts became the heroes of the wardrobe since the lockdown of 2020. Today is the first day of August in 2021, and the loose style of jeans is already enjoying atmospheric clout after being given its place in the London sun by movie star and producer Anushka Sharma.

For many of us, how we look at and think about clothes has changed, in both minor (fit-and-flair of jeans) and major ways. And it has nothing to do with trends or marketing. It has to do with who we want to show the world we are. Or, sometimes, who we want to convince ourselves we can be. “My brand is not for everyone,” says Kanika Goyal of the six-year-old namesake label. “My clothes verbalise a personal space, and are not really for those who seek ‘look at me’ validation. Fashion for us is about kicking in a positive, happy vibe.”