Slowfluencers: The New Icons of Slow Living

Once upon a very recent time, we all wanted to be busy. Booked and bustled. Hustle was the holy word, and rest was for the weak. But the tides are turning—and they’re turning slow.

There’s a new vibe in town, and it smells like lavender oil and freshly prepared “subah ki chai” in a quiet kitchen. Welcome to the era of slow living. And leading the way? A fascinating tribe we like to call the Slowfluencers.

These are the people who make naps look like art, who choose long walks over long drives, and who treat Sunday like the sacred, screen-free ritual it always deserved to be.

Take Alex Shannon, aka @FollowTheNap, for example—a literal professional napper. Yep, that’s a thing now. He built an entire brand around rest. While we were all out here trying to “rise and grind,” he was busy normalising siestas in silk sheets.

Even celebrities are catching on. The ever-iconic Zeenat Aman recently posted about her idea of a perfect weekend: a dosa and a nap. That’s it. That’s the dream. (And seriously, what’s more grown-up than proudly announcing your weekend nap plans to the world?) She calls it adulting. We call it inspirational.

And it’s not just the nap lovers and dosa fans getting in on this. Brands are catching the slow wave too. Timex, of all brands, recently dropped a campaign that basically said: “Go waste more time.” Featuring Ananya Panday doing exactly that—lounging, lingering, living her best slow-mo life. Bold. Refreshing. Relatable.

Meanwhile, while most of Instagram cheers for #SuperDrunkSaturday, there’s a quiet but growing movement of voices saying, “Actually, I’m staying in with a book and a clay mask.” Enter: #SoberSaturdays and #SoberIsSexy. Because maybe clarity and calm are the new cool.

So now, let’s pause for a second and ask ourselves: What does success really look like in 2025? Is it about burning out by Friday or building a life that doesn’t need escaping from? Do we still aspire to be the one who does it all, or the one who does what matters, mindfully?

Because the new aspirational behaviours sound a lot like this:

Sundays Offline > Reels on Repeat

Morning Coffee > Morning Rush

Long Walks > Long Drives

Jogs > Sprints It’s not about doing nothing. It’s about doing things slower, deeper, and with more intention. That’s the energy.

What This Means for Brands

The world is craving calm, and brands that champion slowness, softness, and sustainability are going to feel more relevant than ever. Whether it’s a seven-step skincare ritual that takes its own sweet time or a product that helps people unplug rather than multitask, there’s gold in the pause.

So here’s to the Slowfluencers. The ones who nap with pride, walk without a rush, and teach us that sometimes, the best flex is not being busy at all.

Now, if you’ll excuse us, we’re off to make some tea, light a candle, and do something that matters, mindfully.