Auntie Core 101: Loud, Local, and Unapologetically You

Outdated, unfashionable, kitschy—that’s how people used to describe floral prints, metal tins, and retro kitchenware. Not anymore!

Move aside minimalism! There’s a new design wave rising up from the kopitiams and pasar malams to flood your Instagram feeds. Today’s youth-led brands are reviving the Auntie Aesthetic, not as parody, but as power.

From nostalgic product packaging to unapologetically bold prints, it’s a celebration of heritage, hyperlocal flavour, and that uniquely Asian brand of maximalism. This isn’t about trend-chasing or irony—it’s about owning identity, and having a damn good time doing it.

Because the auntie never left. She just got rebranded.

Auntie Core: Not Another Retro Revival

Yes, the new generations are bringing back old fashions—copying trends from our mothers’ and grandmothers’ eras like batik maxi dresses or structured brocade jackets. But she’s not a retro revival.

Retro, vintage, or eclectic trends are curated and obsessed with recreating the looks of an idealised past. But trends like Auntie Core and Grandma Core cut deeper—prizing heritage with hyperlocal intentions. Think Italian grandmothers in their self-knitted sweaters, Nigerian Aunties draped in bold Ankara prints, and Indian Periammas in their immaculately pleated saris. Each one embodies strength and heritage saying, ‘I’ve been there, I’ve done that, and this is me.’

It’s a new archetype that’s provocative in its defiance of ‘outdated’ labels, playful in its rule-breaking joy, and deeply personal in its bond to cultural lineage.

It’s no wonder brands are snapping up this energy, eager to harness her unshakeable self-love, deep self-knowledge, and rebellious spirit to connect with a non-conformist younger generation.

Taking Heritage to the Streets

On the streets, the trend shows up loud and proud—in oversized visors, floral co-ords, and supermarket-chic fits that wouldn’t look out of place in a fashion lookbook. Online, memes celebrate her hustle, her iconic side-eye, and her unshakeable immunity to peer pressure.

Local brands have been quick to ride this wave. YeoMama Batik and Fern Batik Collective reinterpret traditional floral batik prints with bold, body-positive cuts and joyful auntie flair. Wet Tee Shirt leans into HDB nostalgia with tongue-in-cheek tees that scream hawker uncles and heartland icons.

Even LiHO has played with retro aesthetics in limited edition drinkware, while indie cafés like Sinpopo Brand and Chye Seng Huat Hardware embrace old-school charm in both menu and décor.

“Auntie” is no longer a caricature; she’s a symbol of authenticity that cuts through the noise of trend-chasing. In a world of try-hards, she simply is—and that makes her the coolest of all.

Brands tapping that confidence endure through love, not scale. They become beloved because they mean something to the community around them.

The Cool Kitsch in Town

The celebration of the ‘lowbrow’ look goes beyond fashion. Rattan chairs, pineapple tarts in biscuit tins, plastic stools, and calendars from your neighbourhood Chinese medical hall—these once-cringey elements are now peak aesthetic. Kitsch has been reclaimed with full force, becoming a visual shorthand for playful authenticity and a rejection of sterile, hyper-curated branding.

Brands like Pointyrice, Jacktus, and Red Republic have leaned into this, thriving on nostalgia-fuelled merch. They’ve turned tissue packet holders and kopitiam cups into cult items and collectibles. Even visual artists and content creators are remixing kitschy props into high-concept shoots that scream “low budget, high impact” because who says it has to cost a lot to mean a lot?

Authentically Auntie

For decades, we were told that style had to be clean, neutral, and quietly expensive. Capsule wardrobes, minimalist logos, muted tones—all in the name of “timelessness.” But timeless for who, exactly?

With these old florals, loud prints, biscuit tins repurposed as handbags, and the unapologetic confidence of wearing what makes you happy, this trend celebrates the women who quietly hold up the fabric of our communities.

Because here’s the thing: anyone can dress like an Auntie. But not everyone can be one. Being Auntie means knowing who you are, standing by it, and never needing permission to take up space—whether it’s a floral visor, a free calendar from the minimart, or a trusty biscuit tin that’s secretly a sewing kit.

Own Your Voice with Superminted

At Superminted, we believe brands should do the same. Own your roots. Say it with your chest. Be bold, be strange, be sweet, be spicy—as long as it’s true to you. No watered-down aesthetics, no identity crisis, just branding that means something.

So, when you’re done blending in and ready to own your corner of the void deck—you know who to call.

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