Lowercase is a mood, not a typo. It’s soft, raw, a little emo — the ultimate vibe. Pop stars are using it, so are big brands.We are so over Title Case
Capital letters were the backbone of Western civilisation. They paraded about at the start of sentences, puffed up proper nouns and gave the vibe of owning the message. Kids learnt A before a. Essays, emails, even birthday cards demanded formality as the norm.
Effortless, unbothered lowercase text has pushed capitalisation rules out of the chat. (SHUTTERSTOCK)
Olivia Rodrigo has embraced lowercase in her albums. (SHUTTERSTOCK)Even brands love lowercase logos. Taking capitals out makes capitalism look cosy. (SHUTTERSTOCK)