Your ATTN Please
Posts
Your ATTN Please || Tuesday, 22 April

Your ATTN Please || Tuesday, 22 April

April 22, 2025

The thing about aesthetic? No one cares anymore.

Yes, I know you spent literal years curating your Instagram grid. I’m sorry, but now, it’s all about “aura.” And unlike aesthetic, aura isn’t something you can see. It’s that intangible magnetism no one can quite explain—you just know it when you feel it. So is aura something brands can manufacture? Or is something you just have (or don’t)?

- Charlotte, Editor ♡

DEEP DIVE

How "aura" replaced "aesthetic" & what it means for brands

For years, the internet worshipped “aesthetic.”

We meticulously curated Tumblr blogs, built hyper-filtered Instagram grids, and debated which core we belonged to. But in 2025, we’ve moved on. It’s no longer about what you look like; it’s about what you exude. We’re now in the era of aura, a new gold standard of branding.

But what exactly is aura, and how did a centuries old term take over cultural contemporary discourse? Well, aura originated from the Latin and Ancient Greek words for "breeze" or "breath." The word has long described an intangible presence—a subtle force radiating from a person or thing.

Philosophers and mystics have toyed with the idea of “aura” forever.

But its modern mainstream moment arrived in 2020 when The New York Times published an article about Dutch footballer Virgil Van Dijk entitled: "Solutions Are Expensive. An Aura Is Priceless." The piece suggested that beyond skill or tactics, Van Dijk had something rarer: a presence so commanding it reshaped the game around him.

From there, "aura" became a sports-world buzzword before making its way into mainstream youth culture, where it quickly outpaced “aesthetic” as the defining marker of influence. Today, to have aura is to be desirable, memorable, and above all, effortlessly magnetic. So, can aura be engineered, or is it something you either have or you don’t?

The evolution of “aura”

While the idea of aura has always carried a mystical weight, its cultural significance has shifted over time.

Walter Benjamin, a 20th-century cultural critic, wrote about “aura” in relation to art. He described it as the unique presence an artwork holds—something that can’t be replicated, even in copies. But in the digital age, everything is a copy of a copy and a remix of a remix. Now, aura has come to describe an unquantifiable vibe that makes a person or brand feel untouchable yet irresistible.

You know that chick that walks into a function and immediately demands the attention of the room without having to do anything at all? Yeah. That’s aura. Unlike aesthetic, which is about looking the part, aura is about owning the space.

So why did we abandon the worship of aesthetic in favour of aura?

The short answer is cultural exhaustion. The 2010s were defined by painstakingly curated feeds. Instagram influencers arranged their lives into spotless grids and entire online subcultures were built around a specific look. But as time went on, hyper-curation started to feel hollow. The rise of casual Instagram (where blurry, unedited photos replaced overly polished ones) signalled a growing rejection of perfection.

Aura, on the other hand, is the antidote to curation. It’s not about visual cohesion but presence. The celebrities and brands we’re drawn to now aren’t the ones with the most polished branding but the ones who exude an effortless kind of magnetism. You can’t reduce aura to a mood board. It’s something you feel before you see it.

Aura as brand equity

If you’re wondering what aura looks like, the answer is that it doesn’t. It’s something you recognise instinctively. It’s a feeling. A mood. A vibe. Just look at:

Tyler, The Creator. I’ve spoken before about his ability to build entire worlds. Each album era comes with a new persona, aesthetic, and ecosystem, making his presence feel immersive and unpredictable.
Rihanna. She barely posts, rarely gives interviews, and doesn’t oversaturate herself in the market. Yet, she remains the ultimate cultural force. That’s MOTHER. But also, that’s aura.
Zendaya. Whether she’s acting, walking a red carpet, or promoting a brand, she carries an air of effortless cool. She never tries to be relevant; she just is.
Brands like Supreme and Balenciaga. Their marketing isn’t about explaining their worth. It's about making you believe in it through exclusivity, mystique, and cultural capital.

The people and brands with the strongest aura rarely overexplain themselves. Their power comes from presence, scarcity, and the perception that they don’t need your attention—yet they get it anyway.

So, can aura be engineered?

Yes and no. Take Beyoncé. Her aura is one of mystery, power, and excellence—but that’s no accident. Every move she makes is intentional, from her calculated silence between albums to her highly controlled media presence. She understands that the more unreachable she seems, the more magnetic she becomes.

Compare this to a brand or influencer who tries too hard to cultivate mystique, which often comes across as forced. The paradox of aura is that while it can be strategically built, it has to feel effortless to work. The moment it looks like you’re trying to have an aura, you’ve already lost it.

Aura will continue to influence branding

Aura is cementing itself as the new branding currency. So, how long before it becomes overused and loses its power? After all, “aesthetic” once held a similar weight, only to be diluted into meaninglessness through mass adoption.

The challenge for brands and individuals is striking the right balance. Can you cultivate an aura without over-manufacturing it? Can you remain magnetic without becoming inaccessible? In an era of AI influencers and algorithmic feeds, can aura exist in the digital realm, or is it inherently human? And if everyone tries to have an aura, does anyone really have one?

-Sophie, Writer

TREND PLUG

How much was the bill? Doesn't matter 🤷‍♀️

Today's trend started off with couples showcasing a familiar dynamic:

There's always one person in the relationship that's the provider. The other? They just don’t understand what comes with being the provider because of how effortlessly they get cared for. In this trend, one partner asks the other a question like, "how much was the bill?" or "how much longer is the drive?" After the "provider" responds, the first person says, "Oh, that's not bad," obviously having no concept of what it means to be the other person.

How you can jump on this trend:

Start with this sound. First, film the person who doesn't have to worry, mouthing "how much _____?" Have the second person reply with the amount of time or money they will/have spent. Then, the first person should respond, "Oh that's not that bad" then go back to doing something unrelated like going on their phone, continuing to eat, getting comfy in their seat, etc.

A few ideas to get you started:

How many hours have you worked this week?
How many more videos do you have to schedule?
How much was [insert high expense for your workplace]?

-Jony, Creative

FOR THE GROUP CHAT

😂Yap’s funniest home videos: Never ask siblings to help with chores!
❤How wholesome: the laugh at the end has me crying
😊Soooo satisfying: beautiful spin art
🍝What you should make for dinner tonight: Teriyaki Tofu

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

I run a hair salon and am trying to grow my following on IG. What's the best way to do that? - Kieran

Hey Kieran!

One way to build your audience, especially for a local business like yours, is to use micro-influencers. Micro-influencers tend to have a smaller but very engaged audience, so partnering with them can be super effective.

Look for influencers who align with your business, so ones who are in the lifestyle or beauty space would work well for you. Then, reach out to a few and get to know them. You want to make sure it's a good fit before you have them represent your brand!

Once you've found who you want to work with, create a campaign together. This could involve creating content around live demonstrations or giveaways. Ideally, you'll find a few you can collaborate with on an ongoing basis as you build your audience.