GORDON LIGHTFOOT | Culture
PERSONAL REBRAND
A 29 year old Wellington woman has confirmed she is currently in her “ceramic mug era” after purchasing two slightly larger than usual coffee cups from a Cuba Street gift shop.
Sophie Lang told friends the move signalled a deliberate shift in energy.
“I just feel like I’m stepping into something new, you know,” Lang said, holding a matte beige mug with both hands. “Last month was my hydration era. Before that I had my activewear era. I’m just constantly evolving.”
Lang confirmed the ceramic mug era follows what she describes as a short but transformative “reading in bed era”, which involved placing a novel on her bedside table for three nights in a row.
“I think it started with Taylor Swift doing eras,” she explained. “But now it’s more about intention. It’s like I’m always starting a new chapter.”
Friends report Lang has also described a “9pm bedtime era”, a “financial discipline era” and a “saying no to things era”, which will all likely last between four and nine days.
Flatmate Hannah Moore believes the term has replaced the word “phase”, which was once in common use.
“She just means phase but she’s trying to make it sound more significant,” Moore said. “We’d used to go and buy a candle or something and say we were trying something new. Now everything’s a bloody era.”
Some believe the term gained traction when pop stars began dividing careers into themed segments. And apparently now normal people are assigning the same significance to trying green tea for the first time.
Despite acknowledging she may be overusing the word, Lang insists the framing is important.
“When you call it an era it feels powerful. Like history is happening,” she said.
“Otherwise I’m just buying a mug.”
More to come.
