Why are we obsessed rebranding ourselves? There’s always space for a rebrand now days, but does reinventing ourselves actually give us a fresh start or is there a root problem that we’re not addressing? Whether it’s girlbossing, soft life, a new health and wellness kick, a career pivot or an aesthetic change, is the rebrand just a new version of capitalism who loves a shift if it means we’re buying more stuff. Actual growth and change is often gradual, quiet, personal, un-aesthetic, so is this pressure to reinvent ourselves manufactured?

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