Border Green: Cannabis Smuggling Routes Then and Now
By Tersia Thompson
Fashion has always moved in cycles, but lately something different is happening. Instead of everyone chasing the same look, style is splitting into two clear paths. On one side, there’s quiet luxury—clean lines, neutral colours, quality fabrics, and pieces that don’t shout for attention. On the other, there’s statement style—bold prints, expressive silhouettes, vintage finds, and looks that clearly say, “This is me.”
At first glance, these approaches seem like opposites. But they’re actually connected by the same shift. Both are signs that people are moving away from trend-chasing and toward personal expression.
What quiet luxury really means
Quiet luxury isn’t about being boring or invisible. It’s about restraint and intention. Think well-made basics, subtle details, and clothes that feel good to wear for years rather than one season.
This style values:
- Quality over quantity
- Fit over logos
- Timeless shapes over fast trends
The appeal is partly practical. After years of fast fashion and constant trend turnover, many people are tired of buying things that don’t last. Quiet luxury feels calmer and more sustainable, both financially and emotionally.
It also reflects a cultural mood. In a noisy world, understated style can feel grounding.
Statement style isn’t about shock anymore
Statement style has also evolved. It’s no longer just about being loud for the sake of attention. Today’s statement looks are often deeply personal.
People are using fashion to:
- Express identity
- Tell stories
- Mix influences from different eras or cultures
- Reclaim individuality
A statement outfit might include bright colours, vintage pieces, handmade accessories, or unexpected combinations. What matters isn’t how bold it looks, but how authentic it feels to the person wearing it.
In this way, statement style isn’t the opposite of quiet luxury. It’s another form of intention.
Why trend-chasing is losing its appeal
For years, fashion cycles became faster and more demanding. New trends dropped weekly, sometimes daily. Social media amplified this pace, making it feel like being “out of date” was a personal failure.
But many people are now questioning that pressure.
Trend-chasing is exhausting. It’s expensive, unsatisfying, and often leaves wardrobes full of clothes that don’t really feel like “you.” The constant need to keep up has started to feel less like fun and more like noise.
As a result, people are stepping back and asking a simpler question: Do I actually like this?
Personal style as a form of wellbeing
One reason personal expression is becoming more important is its link to wellbeing. Wearing clothes that align with who you are can boost confidence and reduce decision fatigue.
Instead of worrying about what’s “in,” people are focusing on what feels comfortable, flattering, and emotionally right. This doesn’t mean giving up style. It means redefining it.
Research in psychology has shown that self-expression plays a role in mood and self-esteem. When people feel authentic in how they present themselves, they often feel more at ease overall.
Fashion becomes less about approval and more about alignment.
Social media’s role in the shift
Social media helped accelerate trend culture, but it’s also helping dismantle it.
Platforms are now filled with a broader range of styles. Minimalists sit alongside maximalists. Vintage lovers share space with tailored classics. There’s less pressure to look the same and more permission to look different.
Algorithms may still push trends, but audiences are savvier. People are learning to curate what they see and engage with content that resonates rather than overwhelms.
This has opened the door for more nuanced conversations about style.
7. Premium edibles and craft positioning
As cannabis matures as a category, premiumisation follows. Globally, high-quality chocolate edibles and craft-style products are carving out space.
Locally, this trend overlaps with South Africa’s strong artisanal food culture. Consumers are increasingly drawn to products that feel intentional, well-made, and ethically positioned — even in the cannabis-adjacent space.
8. Tinctures and oils for dose control
Tinctures and oils remain popular because they allow precise dosing and flexibility. They’ve long been a staple of the South African CBD market, especially for people using cannabis-derived products for sleep, stress, or pain management.
Their continued popularity reflects a desire for control and routine rather than experimentation.
9. Topicals for body care
Creams, balms, and roll-ons infused with cannabinoids remain a steady part of the market. They appeal to people who want physical relief without any psychoactive effects.
In South Africa, topicals often bridge the gap between wellness and cannabis culture, appearing in gyms, physiotherapy spaces, and health shops. Their familiarity makes them accessible even to sceptical consumers.
Quiet luxury isn’t just about money
There’s a misconception that quiet luxury is only accessible to the wealthy. While some brands associated with the look are expensive, the core idea isn’t price—it’s intentionality.
Buying fewer items, choosing versatile pieces, and caring for what you own can be more affordable in the long run. Thrifted finds, tailored basics, and second-hand classics often fit the quiet luxury approach just as well as high-end labels.
It’s less about status and more about longevity.
Statement style and storytelling
Statement style thrives on storytelling. A jacket inherited from a family member. Jewellery bought while travelling. A pair of shoes worn until they’re perfectly broken in.
These items carry meaning. They spark conversations. They reflect lived experience rather than seasonal trends.
In this way, statement style pushes back against disposable fashion. When clothes have stories, they’re less likely to be thrown away.
Fashion is becoming more personal, not less
One of the most interesting outcomes of this shift is that fashion is becoming harder to categorise. People mix quiet luxury and statement pieces in the same outfit. A simple outfit might be paired with a bold accessory. A loud look might be grounded with classic tailoring.
This blending reflects real life. People are complex. Style doesn’t need to fit into one box.
The question isn’t “Which side are you on?” It’s “What feels right today?”
Brands are paying attention
Fashion brands are responding to this change. There’s more emphasis on versatility, durability, and personal styling rather than strict trend forecasting.
Campaigns increasingly focus on how clothes fit into real lives, not just runway moments. Consumers want to see themselves reflected, not instructed.
Brands that allow space for interpretation tend to resonate more than those pushing rigid aesthetics.
The end of the fashion rulebook
Perhaps the clearest sign that trend-chasing is fading is the disappearance of strict fashion rules. Matching is optional. Seasons are flexible. Comfort matters.
People are dressing for:
- Their bodies
- Their routines
- Their moods
- Their values
Style has become less about impressing others and more about feeling at home in your own skin.
Ultimately
Quiet luxury and statement style may look different, but they’re driven by the same desire: authenticity. Both reject the idea that fashion should be dictated by trends alone.
Personal expression is replacing trend-chasing because it’s more sustainable, more satisfying, and more human.
A simple next step is to look at your wardrobe and ask which pieces feel most like you. Not the most fashionable, not the most expensive—but the ones you reach for without thinking. That’s where personal style really begins.