It might start with a spenny face cream. Then it’s $80 nails, only the good shampoo and that fifth streaming service. This week, we’re unpacking lifestyle creep. When the little luxuries quietly become your new baseline and you can't, or don't want to wind it back. Does tightening the belt need a soft rebrand? Can we champion those who un-creep? Plus: Lise has started a new collectable craze, a guide to the Labubu doll cult, and why do sportwear brands love a Trad Wife aesthetic?

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