The start of a new year — along with its annual wave of resolutions — has created the perfect conditions for a new trend to take off. You have probably already scrolled past videos titled “12 months, 12 purchases” or “my no-buy list”. They are all different takes on what is now being called frugal chic — a movement that is often mistaken for just another “core” moment. But what is it really about? Scroll on to find out.

Frugal chic is a lifestyle philosophy rooted in minimalism and thoughtful financial choices. On the surface, it is about moving away from impulsive buys towards intentional ones: choosing quality over quantity, and investing in things that are made to last. At this point, some of you will think you have been doing this for years before the term was even invented, and you wouldn’t be wrong. But that is only the tip of the iceberg, and the part social media has been quickest to latch onto. In reality, frugal chic is much broader than that.

The idea was kick-started by a London-based influencer Mia McGrath, who framed frugal chic as a path towards financial freedom rather than a simple spending rulebook. In her interpretation, it goes far beyond money and encourages a full lifestyle reset — changing habits and behaviour to make long-term goals actually achievable.

That can mean walking instead of hopping into a taxi, skipping unnessasary daily expenses like takeaway coffee, and learning to say no — both to purchases and to external pressure. It is about knowing your values, having hobbies that don’t revolve around spending, regulating your nervous system, and staying grounded without constantly seeking validation.

Contrary to popular belief, in terms of fashion, frugal chic isn’t about beige minimalism or a stripped-back aesthetic. You can be a maximalist and still have a minimal mindset. A frugal chic girl is savvy with her money and confident in her eclectic personal style. She doesn’t buy her way into a subculture or aesthetic; instead, she builds a wardrobe slowly, collects pieces over time, and doesn’t blindly follow trends or influencer recommendations.

Learning new skills plays a role here too. Often, the urge to buy is really a desire to experience something new — and frugal chic redirects that energy towards investing in knowledge and intellect instead.

McGrath has since built an entire ecosystem around the idea, from investment-focused content to budgeting guides, monthly planning tools, newsletters, and checklists, reinforcing the same principle: spend with intention, and live with purpose.

As often happens, some trends take off simply because the timing is right. On the one hand, the cost of living keeps creeping up. On the other, there is a growing urge to slow down, live better, and be more mindful — of ourselves, the world around us, and the environment.

Add to that a general fatigue with content centered on endless buying and overconsumption, and frugal chic starts to make a lot of sense.