Are you having a WTF summer?
hot sweary 2025
Often it’s easy to cast an eye over current cultural mores and feel largely let down by humanity. This I felt deeply when my daughter returned from school demanding to hear “the Labubu song”. Ultimately, she’s 8 and pointless toys are very much her currency. But, excusing primary school children who know no better, once again grown adults have fallen for churned out future-landfill with a marketing budget vomited over them, reluctant to recall previous detritus sourced then scorned from Beanie Babies to Fendi’s Karlito. Honestly being a zeitgeist Cassandra is a thankless role. But here we are.
Yet small shoots of optimism. It’s the end of June and we’re yet to be patronised with a deafening swathe of seasonal trend scaping. No sign of the new reframing of Brats (still going, arguably) or tomato girls or coastal grandmas or bloody trad wife cottage con rising out of the algorithm cess pit. Thank fuck for that! Literally.
Maybe it’s just the groaning sense of apocalypse sprouting up all around us, an inkling that the world is on a cheap Amazon Prime timer, precariously ticking until its inevitable oblivion but the gatefolds linking together summer 2025’s have but one glorious thing in common, excellent use of profanity.
Traditionally trends come in threes.
WTF summer actually kicked off around March when White Lotus star Leslie Bibb’s hairdresser Chris McMillan (who also tends to Jennifer Aniston’s head) declared his work as a “cunty little bob”.
Fuck off pobs and pixies, shaggy, choppy and blunt. Cunty is the hair-do du jour. “Cunty” (and apologies if this is pushing your sensibilities) has form here. It is a key term for a demographic which skews chaos on the gay fashion spectrum. Dresses are cunty, attitude is cunty, heeled shoes are cunty, items maybe “giving cunt” - specific versions of - you understand - and this is meant in honour, in celebration, a hard no fucks given cool.
Speaking of the art of not giving a fuck - an actual name of a Grazia feature written in this week’s beauty special by EiC Contributing Editor and seed obsessive Rosamund Dean of Well Well Well fame!
Other profanities are trending too. Rising celebrity commentariat voice Blakely Thornton runs the proficient Instagram account “slutty little glasses” documenting, well, just that. Big glasses give off artsy, creative wanker pretensions - the cliché thick framed black rims. Thornton refreshingly shines a light on the more transgressive spectacle wearers. The slutty ones.
And look I don’t like to mention him, but a true trend crosses boundaries and sensibilities. Linking in with the general sense of global oblivion comes President Donald Trump (a world leader with a name that is also fart slang? Very WTF Summer lads) this week declared that neither the Iranian regime or the Israeli government “know what the fuck they’re doing”. WTF summer has no time for diplomatic parlance or polish. WTF summer is not polite.
Carrying on the torch of profanity, enter Carmy of The Bear - a new series of which is imminently on our screens - and a character absolutely at one with rapid fire disbursement of fucks littered across every scene. According to Screenrant.com “The Bear's energized season 2 finale used the F-word 124 times in just a 40-minute runtime, which equates to about 3.1 F-bombs a minute.”
Fuck me that’s a lot of fucks!
WTF!
No, WTF summer. Welcome.
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As ever,
xVx