The filtered, curated feeds on social media were just the beginning. The next evolution of "perfection" is the AI-generated image. Think of those hyper-realistic pictures of impossible landscapes, perfectly symmetrical faces, and dreamy, unreal scenes that are starting to pop up everywhere. These aren't just retouched photos; they're images that were never real to begin with.
They're a machine's idea of a perfect image, lacking any human touch, any smudge of personality, any accidental charm. This is the pinnacle of "perfect feed"—the ultimate, soulless aesthetic. This is what makes our small, messy, human moments all the more valuable.
The Death of the Polished Feed
Scroll through Instagram today, and something feels different. The era of curated palettes, hyper-edited selfies, and staged brunch shots is fading. Instead, we’re seeing blurry sunsets, badly cropped mirror selfies, and grainy photos of half-eaten parathas. Call it boring if you want, but maybe this is the most authentic the internet has felt in years.
Even Cosmopolitan recently pointed it out in their piece “Boring Feeds Are Taking Over Instagram and It’s Actually Kind of Liberating.” And they’re right. But 'boring' is a misnomer here. What we're really seeing is a shift from performative perfection to authentic comfort.
This shift isn't just for individuals; brands are embracing it too. For years, Duolingo's social media was a predictable stream of language-learning tips. But then, they embraced their mascot's chaotic, unhinged personality, trading "perfectly curated marketing" for authentic, relatable chaos. Similarly, activewear brand POPFLEX, founded by influencer Cassey Ho, has built its brand on radical transparency. Their social media is a raw, unfiltered look into product development - from initial sketches and flawed prototypes to openly addressing manufacturing challenges. This "perfectly imperfect" approach transforms the audience into co-creators, building immense trust and loyalty. It proves that behind-the-scenes content, however "messy", can be a brand's most powerful tool.
Source: Pinterest
Comfort in the Known
What looks ‘boring’ on a feed is often just… familiar. And familiarity is comfort. Think of that one faded tee you keep going back to, or the chai shop where you always end up. They’re not flashy, but they feel like home. This is why brands like the sustainable fashion label Doodlage thrive. They frequently post pictures of models that look like those in your gallery. This unfiltered look into their process is, of course, a style choice; but it's also a way to make their ethical mission more authentic and connect customers directly to the human effort behind each piece, making the final product feel more personal and trustworthy.
For us at Kunsquad, this shift mirrors what’s happening in streetwear, too. Indian street style is leaning into the ordinary and reworking it. Kurtas with sneakers. Handloom fabrics cut into hoodies. This is about finding comfort in what you know. We create clothes that feel familiar and comfortable, like the fabrics and prints you probably grew up with, but in silhouettes that feel fresh and modern. It's about taking your roots and your routines and celebrating them.
You'll see this in our own feed too. It’s built on the feeling of familiarity-of our Indian culture, our fabrics, and our landscapes. Our photoshoots take place either where the garments are made-like in Ragurajpur, or in our studio. We don't feature models who are "Instagram gorgeous and hyper polished" but rather the kind of everyday Indian faces reflecting a beauty that is real and relatable. It’s our way of saying that the most powerful style is one that feels like home
Even a global brand like Puma India understands this. While they have big-budget campaigns, their social media often features grainy, high-energy videos of athletes on local basketball courts in Mumbai gullies or candid photos of runners on Chennai streets. This "in-the-moment" content makes the brand feel deeply embedded in local culture, bridging the gap between a high-performance brand and everyday Indian street style.
Source: Puma India
Comfort as a Rebellion
Let’s be clear: choosing comfort is not seen as lazy. In a culture addicted to aesthetically curated moments, posting your dog napping or your thali dinner is the kind of honesty that proves that ordinary is powerful... It’s saying, “This is me, and this is great.”
Streetwear has always thrived on rebellion. Oversized fits, DIY graphics, and thrifted finds were born from breaking rules. Today, rejecting the filter, online and offline, is the new rebellion. The grainy dump on your feed is the same energy as wearing your dad’s old shirt with your freshest sneakers. Unexpected, unbothered, but completely yours.
Source: Pinterest
The Future is Familiar
At Kunsquad, we see comfort, not as a step back but as a return: to familiarity, to our culture, to the known. And honestly? That never goes out of style!
