You may not know it yet, but you might just be ‘frugally chic’…
So if you’re online at all, you’ve probably heard the term ‘Frugal Chic®’ being thrown around in the context of underconsumption, particularly among Gen Z.
What you may not know is this was a concept I coined and trademarked.
It came to me because someone commented under one of my TikTok videos that I was the perfect mix of frugal and quiet luxury. I thought, maybe I am a mix of frugal and chic. I decided to make a video addressing this with ways that I am frugally chic. It then evolved into creating this avatar: ‘The Frugal Chic®’—an invention based on my own habits and beliefs, a piece of me.
For the last year, I have shared my journey of personal finance from my childhood bedroom. Now, a year later, I’ve moved out, made my side hustle my main hustle, and quit my 9-5. Even after making my first 5-figure month, my ‘frugal’ habits remain the same.
I don’t buy iced lattes every day; I get one occasionally with a friend.
I don’t eat out much; I would rather make meals at home.
I buy 90% of my wardrobe secondhand and purchase a piece every other month or so.
I use plain skincare and makeup, occasionally investing in something more luxurious.
(All things that are pretty normal levels of consumption, but in our day in age of overconsumption, these things seem ‘frugal’).
This meant that this underconsumption trend—or rather, being frugally chic—wasn’t something transient to me; it was my personal brand.
For so long, I admired big creators for their catchy brand names and powerhouses of systems. But then I realised, I’m a year into this—it’s okay that I don’t have a whole brand yet. The Frugal Chic® stuff gained a lot of viral traction at the time, with the series collectively receiving around 2 million views. I paired images of things typically considered ‘unchic’—like bringing your own lunch to work or driving a 10-year-old car—but juxtaposed them against snappy on-screen overlays of Carolyn Bessette Kennedy. It made being frugal finally attractive.
People commented that they ‘felt seen,’ that they had felt this way for a while but couldn’t put a finger on the title they would call themselves. In an instant, I’d given a cohort of viewers a label to identify with.
It stuck. I realised: wait, this is my brand. Since then, several fashion news publications have published articles about it. After posting HUNDREDS of videos, one changed my life. What’s even crazier is I almost didn’t post it. It sounds silly in hindsight, but I genuinely thought, this isn’t something that’s already happened yet, it doesn’t exist, it’s not a trend—it’s almost like I was waiting for a bigger creator, someone more authoritative, to give me permission to use this totally made-up term. I was sooo close to not posting it—can you imagine? I would have missed out on so many opportunities.
Being frugal is often seen as a negative thing—you’re a ‘penny pincher’ who cares about saving 7p on milk from Aldi that involves walking 30 minutes away. Take a deep dive on Reddit r/frugal and you’ll see what I mean. It was also a label that had been unwillingly given to me by behemoth tabloid, the Daily Mail. It felt like an insult.
What I aim to do with Frugal Chic® as a movement is break down the stigma behind being conscious about money.
This is what Frugal Chic® means to me:
An individual who values quality, high taste, and freedom. They reject this new world of overconsumption that preys on the insecurities of unconscious doom scrollers.
The Frugal Chic® lives luxuriously and spends intentionally.
They have:
Hobbies other than consuming products and short-form media, like reading, writing, learning a language, or movement.
A rich knowledge of the world: knowledge triumphs over mindless consumption. Once you’re aware of marketing tactics, the ethics behind fast fashion, the effects of too much screen time, it’s hard to partake in them. The Frugal Chic® is enlightened in this regard.
An investment in quality: they’ll happily buy a £300 memory foam pillow or silk pyjamas that will stand the test of time. These things actually improve the QUALITY of their life, as opposed to just the appearance of it.
A ‘forever’ wardrobe—it’s not sad or beige. It’s an eclectic mix of a jumper from an ex-boyfriend, the pair of jeans their mum bought them, a t-shirt from a concert. It’s an aesthetic that can’t be bought—it’s built over a lifetime, uniquely theirs and sentimental. Think rich cashmere, a ‘good old pair of jeans,’ loafers, and a silk cami. Not the boring silhouettes that any millennial fashion blogger could recommend—the Frugal Chic® has spent HOURS researching the ‘perfect’ ones uniquely for them.
Long-term goals of freedom: they are financially literate, informed on topics like investing. They aren’t ashamed to say they want to be wealthy. It doesn’t make them greedy or misguided. They reject the average life assigned to them; they want more. They likely have a side hustle or a business that supports their dream of one day having total control over their schedule. This, to me, is the ultimate indication that someone is Frugal Chic®.
Instagram @frugalchicofficial
You’re probably thinking: “Okay, Mia, this all sounds great, but this sounds nothing like me, and I want to ‘be her’.”
These are the 10 rules of life the Frugal Chic® follows—because she/they love discipline and rules:
Don’t spend more than you make - it’s as simple as that, you don’t necessarily need to follow a strict budget or write every single line item, knowing what your means are and spending below that is enough.
Invest in yourself and in quality—buy it nice or buy it twice.
Don’t waste your money on things you don’t care about: quit the excessive subscriptions, the car financing. She cuts out the things that drain her rather than just accepting them.
Mix high with low: mix luxury with high street or thrifted.
Know when to indulge: the Frugal Chic® likes to save, but she doesn’t deprive herself. If she wants a treat, she’ll happily have it. She’s so in touch with what is ‘worth it’ and what isn’t.
Romanticise life: it starts with gratitude. It’s not about thinking small or not wanting more—what I mean is start to notice how beautiful life can be. There are so many luxurious, low-cost experiences: taking a walk through a park, sipping a herbal tea with a borrowed book, having a dinner party with your friends. These quiet, non-flashy moments are what make a rich life. If you can’t appreciate the luxury of a cup of tea, you’ll never appreciate an afternoon on a yacht.
Freedom is the ultimate goal: whether it’s retiring early, being your own boss, becoming known for something—a writer, singer, Forbes 30 under 30—you name it, she has a dream. The 9-5 is not forever.
Investing is her lifestyle: maybe it was too many personal finance books, but she takes this very seriously. She aspires to be like the wealthy, only paying for her lifestyle with assets. Whether it’s through dividend stocks, the good ol’ S&P, or more adventurous options, she has it covered (not financial advice; when investing, your capital is at risk).
Create more than you consume: people often mistake the Frugal Chic® for being boring or not having a life because she doesn’t consume constantly. Instead, she is in the driver’s seat—her output is greater than her input. She doesn’t want to be on the sidelines watching anymore. Whether it’s a habit like writing 1,000 words a day or making a podcast with her friend, she doesn’t wait until something is perfect—she takes action. She understands that social capital and social media are the new liquid gold.
Less really is more: she practices minimalism, not in an extreme way, but she realises that there are actually few things that really matter or that she truly values in life. Anything else is a distraction. She keeps a clutter-free space that still has personality.
I hope you enjoyed this breakdown of what is truly meant by Frugal Chic®. A lot of creators have spun their own twist, which I love, but this is the meaning I intended all along.
Also some news and updates:
Podcast with Brian, The Frugal Spender is out now.
YouTube video on this exact topic.
Also available on Spotify.
See you in the next letter,
Your frugally chic® bestie,
Mia xx
My links and resources ↓