Bespoke this, vintage that! 12 overused words we have had enough of

Time of India

20-05-2025

Brands use all kinds of words to make their products seem unique. But what happens when those descriptions become clichés in and of themselves? Sunday Times looks at adjectives that seem more meaningful than they really are
It may conjure up an image of an artisan slaving over a handloom saree for months, but that is rarely the reality. Whether it's made by (underpaid) hands or a machine, you can just call it whatever you please. So why yes, this water bottle has been crafted by hand, and we're sticking to that story.
It may conjure up an image of an artisan slaving over a handloom saree for months, but that is rarely the reality. Whether it's made by (underpaid) hands or a machine, you can just call it whatever you please. So why yes, this water bottle has been crafted by hand, and we're sticking to that story.
Once upon a time, only museums had curators — you know the guys who put art shows together so that we could be sure that everything hanging on the wall was of a certain quality even if we didn't know the difference between a Monet and Manet. Now, it's so ubiquitous that everything from menus to cosmetics and credit cards are curated so that you can be reassured of good taste. Still not sure? How about 'carefully curated', as if the other curators were just slapping things together unlike the great thought you put in to 'curate' this list of cat videos.
Once upon a time, only museums had curators — you know the guys who put art shows together so that we could be sure that everything hanging on the wall was of a certain quality even if we didn't know the difference between a Monet and Manet. Now, it's so ubiquitous that everything from menus to cosmetics and credit cards are curated so that you can be reassured of good taste. Still not sure? How about 'carefully curated', as if the other curators were just slapping things together unlike the great thought you put in to 'curate' this list of cat videos.
Typically, for something to be deemed 'vintage', it must be between 20 and 100 years old, but accuracy is for suckers. Instagram is rife with pages advertising 'vintage' and 'preloved' (isn't that a way cooler name for used duds?). You don't even have to rummage through jumble sales at thrift shops for your not-so-old vintage clothing. You can simply order it online. And don't be upset if it's tattered or smelly, that's just its charm.
Typically, for something to be deemed 'vintage', it must be between 20 and 100 years old, but accuracy is for suckers. Instagram is rife with pages advertising 'vintage' and 'preloved' (isn't that a way cooler name for used duds?). You don't even have to rummage through jumble sales at thrift shops for your not-so-old vintage clothing. You can simply order it online. And don't be upset if it's tattered or smelly, that's just its charm.
From cocktails to villas, just about everything is bespoke these days. The word originally referred to products, most often suits, tailored for an individual. According to the Oxford dictionary, it denotes something that is made to order as opposed to something readymade and mass produced. But now, brands fling the B word about whenever they want to charge a higher price tag. An electronic brand recently launched 'bespoke' washing machines and fridges. What part of it is handmade or customized, pray? Even the neighbourhood darzi doesn't like to be called 'masterji', he's now a bespoke couturier but at least he is actually in the business of customized clothing.
From cocktails to villas, just about everything is bespoke these days. The word originally referred to products, most often suits, tailored for an individual. According to the Oxford dictionary, it denotes something that is made to order as opposed to something readymade and mass produced. But now, brands fling the B word about whenever they want to charge a higher price tag. An electronic brand recently launched 'bespoke' washing machines and fridges. What part of it is handmade or customized, pray? Even the neighbourhood darzi doesn't like to be called 'masterji', he's now a bespoke couturier but at least he is actually in the business of customized clothing.
Homegrown
If you had told your mum that you'd brought her homegrown coffee, she'd wonder how you managed that feat when you can't even keep a succulent alive. But now that 'imported' has lost its cachet and make-in-India is trendy, every other desi brand boasts their 'homegrown' status, irrespective of their NRI founders or the American hedge fund that bolsters their very existence. It's as if the idea that we can make our own products and services is shocking.
Next-gen
As the old saying goes, the more things change, the more they're dubbed 'next-gen'. Even if they're the same as they've always been or packaged a tiny bit snazzier. A next gen laptop or EV, we kinda get it but is that air fryer or mosquito killer lamp really next gen? The most liberal use of next gen is on filmi websites and social media feeds. Every nepo kid is a next-gen star and so what if all he or she has done is show off their airport or gym look to waiting paps and not even
acted in a movie yet.
Immersive
At first, it was meant to be a multisensory theatre experience, but then came virtual reality, and now immersive can refer to anything from a video game to a trip to the restaurant or even a spa visit. If you're not deep into it, are you really even experiencing anything for real?
Sustainable
Every Indian brand now claims to be sustainable, irrespective of what their products are made of (often plastic), how they're packaged (did you want more plastic?) and what they release into the environment (you guessed it). Sustainable is not a descriptor anymore, more like a vibe. And as customers, the mere mention of the word makes us feel like we're Greta Thunberg. Win-win, perhaps?
Experiential
Time was when you went to school, on a holiday or even grocery shopping and got the job done. Now it's all about experiential learning, experiential vacations and experiential retail…it's all very special even if you can't seem to tell the difference, just take our word for it.
Game changer
This portable charger is unlike any other. Why, you ask? Because it has changed the game. What game? Don't sweat the small stuff. It isn't enough for something to be pretty or useful anymore, now it must disrupt the world as we know it, stir a revolution into being or be the first of its kind.
Artisanal
It turns out, just about anyone can be an artisan these days. Even rich kids white-labelling Chinese products, slapping on a ChatGPT-made sticker. This ice cream? It's artisanal, and so is that bag and those coffee beans. And this pillow cover that inexplicably costs an arm and a leg? That's the most artisanal of all.
Holistic