Embracing Ordinary Joy
Being productive is out. Being relaxed is in. The quiet rebellion against extraordinary living has begun. Simply existing might be the coolest act of all.
Hello, Curious One!
Have you noticed it yet? The quiet rebellion against extraordinary living?
I spotted it first on Instagram - a carton labeled "The Ordinary Eggs." The packaging proudly declared "12 Ordinarily Priced Eggs" for $3.37. This wasn't in a grocery store. It was an unexpected art project by skincare brand The Ordinary, protesting against skyrocketing egg prices in the US.
This isn't just clever marketing. It signals something deeper: the ordinary is becoming extraordinary. After years of chasing optimization, turning our homes into content studios, our meals into photoshoots and our workouts into performance art, we've forgotten how to simply exist.
But what if the most rebellious act today is embracing the ordinary? Finding joy in the unexceptional? Wasting time beautifully? Let's get curious about that.
The Post-Optimization Era
Since the 2010s, we've been obsessed with optimization - 5am routines, cold showers, and productivity journals. We are even waiting in line to buy tickets for the next Hyrox competition as if it is a Beyonce concert. And paying the same for it 😅. But the real status symbol will be changing to having the freedom to waste time beautifully. When life costs more than ever, controlling your own schedule is the ultimate luxury.
This shift has created a new type of influencer. These people make money by selling a relaxed vibe. They use job titles like "creative director" or "curiosity curator." (😎) They sell a way of seeing the world, not just products.
Time has become so valuable that the real luxury is "wasting" it. Having control of your own schedule. Working from wherever you want. Meeting people whenever it works for you. Saying no to things because they don't feel right.
This is what people will start wanting more: to live by simply existing, not by surrendering to the performance metrics of modern life.
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Witherwill: The longing to be free of responsibility
There's a name for this collective yearning: "Witherwill." Coined by John Koenig in his Dictionary of Obscure Sorrows, it describes a longing to be free from responsibility. According to WGSN's report on future consumers, this feeling will shape how people buy things as they try to escape work stress and digital pressure.
What we're witnessing isn't just a lifestyle trend but an emotional response to burnout. When I talk about the luxury of wasting time beautifully, I'm describing witherwill in action. That desire to explore a slower existence with lower stakes, fewer to-do lists, and more meaningful connections. It's not laziness; it's a necessary rethinking of what matters.
This shift is changing how people approach real things like fashion and self-expression. I experienced this myself when my body changed dramatically and suddenly I had a closet full of clothes but felt like I had nothing to wear. That's when I met Chiara Spruit. Her approach to styling perfectly embodies this new mindset. Instead of pushing new purchases or trends, she helped me find joy in what I already owned: finding luxury in what most would call "wasted time."
The Curious Case of Chiara Spruit
Each substack issue, there is a short interview with someone who triggered my own curiosity or whose curiosity has led them down an unexpected path. These aren't your typical business interviews. They are short and sweet.
This edition it’s Chiara's turn.
What makes Chiara extraordinary isn't just her eye for style but her ability to transform how you see yourself. She doesn't follow trends. She helps you uncover your personal aesthetic language. Her philosophy of "shopping in your own closet" turns getting dressed from a daily chore into a creative celebration. Years later, I still hear her encouraging voice sometimes as I playfully combine items I once thought incompatible. Chiara didn't just style my clothes, she rewired my relationship with self-expression. And also: I want to live in her world with purple tie-dye street lamps.
You, in three objects?
A ring from the children's collection, adorned in pink and glitter, always a source of joy and inspiration to have nearby and a conversation starter.
A diary, a sanctuary for your deepest secrets, where you can express even the wildest or naughtiest thoughts & things you are afraid for or that you are ashamed of that are difficult to voice aloud.
A mirror, reflecting the unapologetic about yourself, with no filters, no bullshit, just caring honesty.Which space (physical or digital) currently gives you the most inspiration?
The streets of any big city, teeming with people on the move, street art hidden in unexpected corners, a cacophony of sounds and an energy that dazzles. REAL LIFE, in all its contrasts.
What's the first creative impulse you remember having as a child?
Styling my mum for her weekly gatherings, carefully curating her clothes and jewellery, ensuring she would truly feel herself, comfortable and amazing.
What's something 'ugly' that you find beautiful?
I find myself searching for the imperfections in everyone and everything. I cherish wrinkles, grey hairs, a mismatch of colors, paint on buildings that fades and flowers once they've bloomed and withered. The flaws of life are far more captivating.
Which part of your creative process would surprise people?
That I cherish what is already there. Most people do not see it (anymore or are bored out) and are looking for outside factors. However, nothing new, more or better is needed. It is just a change of perspective of what is valuable.
What's one book/film/album that changed your perspective?
The life shows of Alok Vaid Menon who tells everyone to dress for an audience of one. P.s. All Alok's outfits are breathtakingly interesting.
Which everyday object would you redesign if you could?
Imagine a world where everything is grey and beige, replaced by bursts of color—fluorescent yellow toothbrushes, bright green toilet seats, animal print showers and tomato red door handles. Ocean blue glittery buildings, purple tie-dye street lamps, orange and white dotted buses and pink striped trains. Everyday life would be so much more exciting and I'm sure it would have a positive impact on people's mood too.
Which rule in your field do you love to break?
Rules are meant to be shattered. And especially styling rules since they are dehumanizing relics of the past. I've built my own personal styling approach, driven by what my clients genuinely need and demand.
What's a connection between two things that only you seem to notice?
Clothing isn't about conforming to beauty standards - it's about reclaiming your freedom (in these challenging times), expressing your true self and letting your body language do its magic. And I am not the only one who notices this, but only a few people do.
What's something you collect that might seem ordinary to others?
I collect clothes and jewelry, wearing them daily whether I'm working, gardening, or cycling. Each piece carries stories, memories and experiences, becoming more than just fabric or accessories. The deeper meaning behind them is layered, reflecting the life I live.
Find out more about Chiara on her website or follow her on instagram for styling tips.
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