At Consell de Cent with Enric Granados, the observer has a very creamy pistachio ice cream, right at the opposite corner of a brunch spot full of girls who laugh and laugh and don't seem to be from here. A burly man, with bushy eyebrows and a grumpy face, walks an English bulldog that walks with exactly the same hip sway. Next to him, a sophisticated girl with a designer coat and the poise of a sphinx leads a stylized greyhound that looks like it came straight from a Milan runway. We even have the local version of Kim Kardashian: a girl with infinite nails and a tight dress holding a Pomeranian so perfectly groomed it's painful, as if it just came out of a beauty salon. The Weimaraner, agile and muscular, goes back and forth at full speed while the gym guy runs his daily kilometers. An elegant lady, who takes great care of herself and is always well dressed, makes a perfect pair with the wire-haired dachshund with "whiskers" and eyebrows that give it a very dignified and serious air, ideal for accompanying the lady to have a snack and run errands.

This autumn, decoration trends move away from perfection and claim warmth, material, and personality. Visible grain wood, braided fibers, artisanal-looking ceramics, and colored glass gain prominence in spaces where objects no longer just fulfill a function, but tell a story and claim all the attention.

Barely two weeks ago, the Catalan clothing brand Desigual launched a campaign mocking the touristification, massification, insecurity, and rising prices currently stifling Barcelona. A campaign that public opinion perceived as a misstep, due to playing frivolously and without a defined critical will with such a poignant social issue, simply to sell clothes. But little did we know that, in a matter of a few days, the brand would manage to completely turn its image around. The sudden change of direction has arrived with the new campaign, titled Born to disobey. A girl, with a defiant attitude in front of a robot, questions the infallibility of artificial intelligence, which collapses in the face of human singularity, and encourages standing up to the dictatorship of algorithms. And looking straight into the camera, she says: “She was designed to obey. I was not.” The brilliance of the ad, however, lies in the fact that its protagonist is not just any model, but Vivian Jenna Wilson: Elon Musk’s trans daughter.

Imagine going back a hundred years, to the Barcelona of 1926. Cinema was still silent and a fashion show could be, literally, an extraordinary spectacle. In Paris, the great houses had begun to use those presentations to showcase the new collections of the designers of the era, but in Catalonia, no one was doing it. Located at the Pla de la Boqueria, Santa Eulalia saw the opportunity and decided to import the formula. “We were pioneers thanks to the vision of my grandfather,” recalls Luis Sans, fourth generation at the helm of the house, founded in 1843. In that adventure, Pere Formosa also played a key role, having started as an apprentice and ending up becoming a master of the house and the driving force behind that event

Summer is synonymous with water, fun, and strong emotions, and water parks have become major protagonists during holidays around the world. Although amusement and theme parks continue to lead the preferences of many families, aquatic complexes have evolved far beyond traditional pools and slides. Today, these venues compete to offer the most spectacular experiences, from almost impossible descents to tropical oases, and have established themselves as top-tier tourist destinations. Therefore, we take a tour of some of the most recognized water parks on the planet, spaces that attract millions of visitors year after year in search of unforgettable adventures.

Beyond the tourist market of Encants in Plaça de les Glòries or the already historic Camello in Portaferrissa, Catalonia is full of small and large fairs of antique dealers, opportunities and collectibles to visit this summer throughout the most diverse towns on the coast and inland, with special abundance in the towns of Girona, and to vary a little from the (also) routine of looking for a spot on the beach for the umbrella and towel. These types of fairs are, moreover, spaces for discovering treasures: antique plates, historical photographs that could well inspire a novel or chandeliers of the kind not sold at Ikea are some of their great attractions. They also bring the pleasure of haggling in the heart of 21st century Catalonia, exchanging trading cards, looking for old typewriters, accordion cameras, postcards of the first Coca-Cola ads, iconic siphons or Playmobil figures and enjoying the satisfaction and good prices of second-hand items, which also contribute to the circular economy. In Catalonia there are true marchés aux puces to choose from, like the most ambitious ones in France or the rastros most emblematic of the late last century where you can waste time rummaging until you find a unique and singular treasure at a bargain price.

Since the hip prosthesis operation, Mercè has a new wheelchair, and it has changed her life. Hers and Ricard's, her son's. Now she walks too, but with the wheelchair a new dimension has opened up. After many years, Mercè will be able to travel down all those streets she hasn't been down for years, because they are pedestrian-only and she couldn't go there walking or by car.

Why does a family continue to work with centuries-old fabrics when everyone consumes new clothes that may not even last a year in the closet? In an era dominated by Shein and Temu – among other fast-fashion giants – there is a shop in Barcelona's Gothic Quarter that defies this logic and works in the exact opposite direction. At L’Arca, sheets, bedspreads, and curtains from the late 19th and early 20th centuries are transformed into wedding dresses or pieces of ready-to-wear. Its raw material is not just quality cotton, silk or linen: it is time. “It is part of a history and we are only writing a new chapter,” summarizes Carmina Pairet, one of the current managers of the space she shares with her sister Nina Balmes.This way of understanding fashion is not a recent trend, but the result of two family lines – one with roots in Maresme and the other in Garrotxa – that have revolved around lace for almost two centuries. The exhibition Treasures of L'Arca, which this year is hosted by the Museum of Arenys de Mar, recovers this history and shows how lace was much more than a decorative element: it also constituted a powerful industry, a business with international projection and a heritage that has managed to reinvent itself. But to understand why a family continues to work today with centuries-old fabrics, we must go back to Catalonia in the mid-19th century.When the tip was luxury, culture, and merchandise

In 1856, at the height of Barcelona's industrial boom, Casa Vives was founded, one of the companies that best understood the commercial potential of Catalan lace. Beyond the romantic imagery that surrounds it, lace was much more than an ornament: it was a prosperous industry, a business with an export vocation, and a product capable of competing in major international markets. The firm's participation in the Universal Exhibitions of Barcelona (1888) and Chicago (1893) is a good example of this. "Lace was luxury, culture, and merchandise," summarizes Carmina Pairet.

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For decades, talking about menopause and the changes it causes in women has been a taboo and neglected topic. Fortunately, from that "women's issues", we are moving towards a new era where importance is beginning to be placed on this vital stage. This stage involves, beyond the often-caricatured hot flashes or the better-known osteoporosis, a whole series of hormonal changes that affect women's overall health and life. A physiological transition discussed with rigor and in a very didactic and understandable way by Laia Blanco, Inés Ramírez, and Stéphanie Kauffmann in the book "Placer en la menopausia" (Plataforma editorial), a guide that proposes women face this stage of life with well-being, pleasure, and fullness. These goals can be achieved if it is understood and managed appropriately. As Inés Ramírez explains, "there are a whole host of symptoms linked to menopause that are underdiagnosed and are still very taboo. Hence the need to talk about this topic. And we do so from the observation and experience of all the years we have spent in consultation, seeing women who suffer from all these symptoms associated with genitourinary syndrome of menopause".

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The ascent to Mount Fuji does not begin at the summit, nor even at the trail that climbs up the mountain. It begins much earlier, when it is still pitch black at the fifth station and the air retains that dry, biting cold that surprises those who have just left behind the mugginess of midsummer in Tokyo. At that hour, groups form almost in silence. Headlamps are adjusted, backpacks are checked, and the final preparations are made before starting the climb.

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Once upon a time, footballers seemed to have only one dimension: when they weren't sweating it out on the field, they were always seen in tracksuits. People programmed solely to perform athletically, as if there were no boundary between athlete and person. And when they appeared in street clothes, they conveyed the same discomfort as men who only dress up for weddings: outfits that seemed to wear them rather than the other way around. Times that, seeing the national teams' arrivals at the World Cup, seem absolutely past. But this transformation has taken several World Cups to crystallize.

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One day, when Sergio was a teenager, he realized that his mother had aged. He hadn't seen those wrinkles on her face before. Time passed inexorably, without him being able to do anything to prevent it. For the first time, the idea that time in this world was finite struck him forcefully, even though his friends hadn't even bothered to think about it. When you are young, time seems static and infinite.Since that day, Sergio C. Fanjul (Oviedo, 1980) suffers from what is known as chronophobia, the fear of the passage of time. An experience that this astrophysics and journalism graduate has captured in essay form in the book Cronofobia (Arpa, 2025), in which he also explores a society that he believes suffers from the same ailment as him: “There are many problems, not only in dealing with dying, but with aging and the fear of the future. The acceleration of time makes us become patients of nostalgia,” he assures.If we stop to think about it, there are billions of people who have preceded us and nothing remains of their passage on earth. Fortunately, we know some names that have achieved something important, but not much more. There are even figures like Shakespeare or Cervantes, who are often little more than a name, perhaps even a pseudonym of another person.This feeling, according to Fanjul, makes many people uncomfortable. “We are very hungry for transcendence and to overcome death compared to previous societies”, he assures. The author believes that societies used to be more communal and more connected with their town and family, so when you died they knew they would live on in others. On the other hand, today's individualistic society makes us feel that if we die, the world ends.The fear of death is inherent to the human condition. “That is why a large part of our culture is related to beliefs and religions that help us understand why on earth we are here for such a limited time,” Fanjul continues. During his research, he has even met people who cannot bear the idea of not having existed before being born.In fact, chronophobia is not easy to digest. He himself admits that he spends every day calculating the years lived and those that, if all goes well, he has left until he reaches death. Even when he goes on vacation, he spends his time calculating how much time has passed and how much is left to finish them. “The idea often strikes me that time has slipped through my fingers, this feeling of 'that's it, this party or dinner is over,' and I think that when I die I will have the same feeling after a lifetime,” he reflects.'Tempus fugit'

But, what is time really? Augustine of Hippo said that he knew what time was, but that if you asked him, he couldn't explain it. "This is the feeling we all have: we function with time, we make an appointment with someone, days and weeks pass, but no one can explain to you what it is," says Fanjul. Many theories have been developed, and the author explores them throughout the essay. Those he likes best are the externalist ones, that is, those that say that past and future are real at the same time, that everything is happening at the same moment. “We are a consciousness that goes through different moments and now we perceive what we live in this moment in time, but at the same time we are being born, living our childhood, old age, and even dying,” he continues. For him, this theory comforts him: “It means that, even if you die, your whole life will be happening and will be eternal, happening all at once,” he clarifies.Be that as it may, as we get older, time passes by faster and faster, and it seems we can do nothing to prevent it. Many studies have been done on this and it is known that for children and young people everything is new, and therefore their brain must always be processing information. This is how time passes more slowly for them. As one stops learning new things and being surprised by things, time begins to accelerate. “If you notice, when you travel the first few days pass slowly, because you have to explore the city. On the other hand, the last ones, when you already know everything, start to get faster and faster,” he points out.However, many people live trapped by nostalgia for the past. For Fanjul, this feeling is very characteristic of our times, when future prospects are very unpredictable. “Between totalitarianism, the climate crisis, and the advance of technology, young people do not see a clear future and look back,” he considers. In fact, the author believes that we live in a society that is both youth-loving and youth-hating: “Youth is idolized and desired, but young people are also considered “useless” and things are not made easy for them,” he criticizes. Finally, the author points out that many philosophers, like the Stoics, have preached that happiness is neither in the past nor in the future, but in the present. Therefore, the ideal way to learn to live in a world where time slips through our fingers is to seize the moment and have a life rich in experiences. "But not the ones they sell now, which are going to a trendy restaurant, but small, enriching everyday things, like being with the people you love, walking, resting, eating well, and taking care of yourself. This makes life more pleasant and time slows down a bit more," he concludes.

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Meritxell and Toni were set up on a blind date by mutual friends. At first, their tastes, however particular, were very similar: they both liked patatas bravas, burrata, Andalusian-style fried squid rings, and fricandó. When they were on their second spoonful of the tiramisu they were sharing, they opened up to each other.

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More than 140 years after the laying of the first stone, even today, what is considered Antoni Gaudí's masterpiece continues to take shape. In the final years of his prolific career, he poured all his efforts into building a temple that has today become Barcelona's main tourist attraction. Thousands of people visit it every year, and there seems to be a widespread consensus on its architectural and cultural value. However, the building has not been without controversy, starting with the fact that some question whether what we see today is what Gaudí would have done.

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On Tuesday, June 2, the presenter of the TVE program Al cielo con ella, Henar Álvarez, starred in an unusual scene that soon went viral. During her usual opening monologue, she complained that not a week goes by without some viewer asking her why she presents the program "dressed as a man". The question is not anecdotal.

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Tulles, bows, sequins, pearls, corsets... could be the ingredients of a Parisian haute couture fashion show, but these days they are part of one of the great stages of world sport: Roland Garros. Tennis player Naomi Osaka has once again turned her entrance onto the court into a visual event, with a series of outfits designed by Swiss creator Kevin Germanier that have generated as much conversation as some of the tournament's matches. It wasn't the first time. Last year she had already surprised with a spectacular Robert Wun dress inspired by a jellyfish. This year, Osaka took to the court dressed to the nines, with a transparent tulle skirt and a bodice made from recycled pieces. Once in place, however, she sheds this first layer to reveal another, copper-colored one that blends with the clay court, but at the same time emits metallic reflections inspired, according to Germanier himself, by the night lighting of the Eiffel Tower. An authentic scenic transformation thus occurs: first Naomi the celebrity appears, almost as if walking down a red carpet; then Naomi the sportswoman emerges, ready to compete. This structure of revelation traditionally belongs to the language of fashion and spectacle rather than sport. It is not surprising that some commentators have coined the term court-ure, a fusion of court and couture, to describe this phenomenon. And all of this takes on a curious historical resonance when we consider that the scene takes place on the Suzanne Lenglen court, the great French tennis player who, at the beginning of the 20th century, understood before anyone else that transforming the players' clothing also meant transforming their place in society.

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Imagine for a moment that you are in a room and you close the window because it is cold. You leave for a few minutes to get something and, when you return, the window is open again. Surprised, you tell your partner what just happened to you and they tell you that you are not well in the head, that you are making it up and that it has always been open. And now imagine that not only have they called you crazy, but that the one who actually opened the window while you were out was your partner.This manipulation technique is called gaslighting and was powerfully depicted in George Cukor's film Gaslight in 1944. In the film, a man manipulates his wife and makes her believe she is going crazy because she claims the gaslights in the house are dimming for no reason, unaware that he is behind this mystery. "He denies doing it to create doubt and terror in the woman's mind and, literally, to extinguish her reason," explains philosopher Hélène Frappat in Gaslight, or the Art of Silencing Women (Paidós, 2025). In this book, the author analyzes the history of this phenomenon, which she claims has transcended the boundary of personal relationships to reach historical revisionism itself. But, above all, she focuses on how gaslighting is a form of physical and psychological abuse towards women. A concept that, as early as the fifties, became a psychological category in the United States: "It is defined as a maneuver intended to manipulate someone into doubting their perceptions, experiences, or understanding of events," explains Frappat.The concept of gaslighting appeared shortly before Betty Friedan wrote her famous 1963 book The Feminine Mystique, in which she spoke of the "nameless" malaise that housewives living in the suburbs of the United States had. According to Friedan, this "mystique" was based on modeling the lives of these women according to an image that transformed them into "puppets". "The mystified woman comes to doubt her personality, her intelligence and her existence as an adult human being", explains Frappat.Psychological trap

For her part, North American researcher Jennifer Freyd analyzed the roles of the victim and the aggressor, and how they come to be exchanged between them during a process of gaslighting. "The aggressor is keen to give the impression that they are being unfairly attacked and that their victim is the real aggressor," she explains. In other words, a double strategy is carried out: "I destroy you, while convincing you that this destruction never existed, except in your sick mind," she qualifies.Suffering a gaslighting situation can be very detrimental to the victim, who can be subjected by their aggressor not only from a psychological point of view, but also sexually, and end up engaging in practices they would not really want to do. Doctor David W. Wahl discusses this in Psychology Todaymagazine, where he explains the case of a study analyzing a couple having sex under the influence of alcohol. Although she, under normal conditions, would not consent to anal sex, he ignored it, taking advantage of her state. The next day, if she complained, he would assure her that, in reality, she was the one who had asked him to do it. In this way, he distorted the victim's reality, making her believe his version and even making her feel guilty for having drunk.Knowing whether one is suffering or has suffered a gaslighting situation is not always easy. At the University of Michigan, there is The Gaslighting Project, where victims are invited to share their experiences to further investigate this process, whether in the context of romantic relationships, family, or even work. Detect danger

Toxic relationships have always existed. Fortunately, we now have many more tools to detect them and escape in time. Silvia Llop talks about all this in her new book Ahí no es, Mari Carmen (Plataforma Editorial, 2025). The psychologist assures that, of all the manipulations that can occur in a couple's relationship, gaslighting is one of the most destructive, because it is not always seen. “You don't always realize you are being manipulated, that the tables are being turned, or that you are being deceived, and then you end up not trusting yourself”, she laments.According to Llop, behind a person who gaslights, all sorts of traumas and emotions that they don't know how to manage can be found. “Most of them learned it at home, where they saw or directly experienced a situation of gaslighting,” she assures. It is possible that they are not even aware that they are practicing this, but it is a tool they have learned when faced with situations or feelings they don't know how to confront. On the other hand, to understand a person suffering from gaslighting, it must be taken into account that, previously, there has been a history that has been gestating. “You don’t see these attitudes on the first date. At first, 95% is magical and perfect and there is a 5% conflict that, over time, will grow larger,” explains the psychologist. In this way, at first you fall in love with a person who appears charming, and it is this that hooks you little by little, without realizing that you are falling into the trap of a toxic relationship. “Since at the beginning they have been such a wonderful person, later, when they get angry or have bad behavior, you excuse them thinking they are having a bad day,” Llop continues.Focus and self-esteem

So, how can we realize that we are entering a destructive spiral with our partner? “We have to learn to separate between feelings and reason: we cannot control the feelings and the attraction that a person generates in us, but there is another more mental part that we can evaluate, such as what kind of relationship they offer us and how they make us feel”, reflects Llop. Some of the questions we could ask ourselves are: What kind of dynamic do they offer us? Some days they make us feel good and others we spend crying? Is this what we want in life?Of course, leaving a toxic relationship where practices like gaslighting are practiced is not easy, but it is not impossible either. According to Llop, before taking any step, you have to start working on your self-esteem. “Do activities that fulfill you, go to therapy, connect with yourself, and don't allow the other person to distance you from all the people you love,” says the expert, who assures that it is very common for the abuser to isolate the victim from their entire environment. Rebuilding self-esteem is basic to being able to realize the abusive situation you are in and to be able to face the aggressor. “When you start focusing on the red flags is when you can start to get out of it,” she continues. Once out, it is important to maintain zero contact with that person to avoid falling back into the relationship, a situation that becomes complicated when children are involved.Even though a toxic relationship may have ended, it can take the victim some time to recover psychologically. For this reason, Llop advises them to undergo therapy for a while. “There has been such great destruction that it is as if a bomb had been dropped inside you. You have to rebuild yourself, understand what happened and, above all, not allow yourself to feel guilty for having “allowed” it, but rather understand where you came from and why you got involved. Only then will you be able to ensure that it does not happen to you again,” she concludes.

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Jan and Flo are very different, but they have shared an apartment for years. Taking advantage of a few days of vacation, they have gone to Mallorca. The first night they went out to dinner and, afterwards, to party. Flo takes care of himself, and after having another glass of Ribera del Duero, he preferred to go back to the apartment. On the other hand, Jan, more of a bon vivant, first indulged in two good plates of macaroni, then had gin and tonics, and at the club, he drank straight from a Moët magnum that was circulating on the dance floor while he danced, sang, and hugged friends he had met that very morning. It was already daylight when he went to bed, tired but happy. When he woke up, Flo had already been doing his yoga exercises for a while, had eaten yogurt with cereal for breakfast, and was now answering some emails. Jan loves sobrassada and ensaïmadas, and there is nothing better than this combination to start the day if you are on vacation in Mallorca. Then he put on his swimsuit and dived into the pool, splashing Flo, who at that moment was on his third lap. Jan prefers the butterfly style. Flo protects himself from the sun with a hat under the umbrella. Jan, on the water mattress, closes his eyes while feeling the sun warm and tan him.

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40% of dementia cases could be prevented or delayed with good prevention from an early age. This is stated by David Pérez Martínez, a neurologist with extensive professional experience focused on the study of cognitive decline and Alzheimer's, who assures that it is never too late (or too early) to start taking care of our brain. The neurologist recently published the book Cuida tu salud cerebral" (Alienta Editorial), a guide with which he aims to offer a practical approach that brings readers closer to the importance of having information at hand to adopt preventive measures. Prevention that we must carry out throughout our lives, which is why, in the book, he proposes a personal action plan suitable for all audiences. He states, emphatically, that the challenge, beyond having information and knowledge, is deciding to act. As Pérez explains, "for ten or fifteen years we have known that diseases like Alzheimer's do not begin when the symptoms start, but rather much earlier, probably fifteen or twenty years earlier. Therefore, if we intervene early with preventive measures, we could try to slow down the course of these types of diseases or delay their onset".

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It is an ordinary spring day. Someone, from their home, is preparing a letter. The envelope also contains a series of illustrations. The ritual is repeated, a gesture that transports us to a past century, when algorithms did not yet exist. The one writing could be Mercè Rodoreda; the one receiving the letter, Joan Sales. But we are not in 1960 nor facing a classic literary correspondence, but rather a trend that emerged on social networks, called mail club, which points to a timid return of postal mail in a scenario of digital saturation and the search for analog alternatives.Through a model we already know, that of the monthly subscription, artists and illustrators from all over the world send letters, stickers, illustrations, photographs, or recipes to a group of subscribers. "Receiving a well-cared-for and beautiful letter in your mailbox every month, in a world saturated with information and mediated by screens, seems like a stroke of luck to me," explains Lorena, a young woman who is subscribed to two mail clubs different, Bunny Mail Club and La Mamarrracha. "I believe that, in addition, it is a way to support artists, because their work is often lost in the immensity of content distributed on social networks," she reflects.A new way to connect

While other digital trends are born and stay in the online universe, the mail club, on the other hand, has managed to make the leap to the offline world, and has gained special strength among generations like Z. “We need community in all areas, and this component is especially important for generations like Z. In Spain, 35% of young people between 18 and 24 years old feel lonely; we have a very significant situation of unwanted loneliness. Initiatives like mail clubs can contribute to creating community and connecting with objects in another way,” reflects Liliana Arroyo Moliner, director of the SoReDI (Chair for Socially Responsible Digital Innovation) at Esade.The phenomenon, which has been operating in the United States for a couple of years through crowdfunding platforms like Patreon, has found its niche in Catalonia thanks to profiles like communicator Berta Aroca or illustrator Irina Torres Conejero, creator of Bon Profit Club, who prepares a surprise content each month, often related to a time of year like Valentine's Day, Christmas, or seasons like spring.“I always include a letter written and signed by me, a sheet of A5 cotton paper, and some small details like a sticker, a postcard, a template for journaling, and other surprises”, explains Irina, who started this project in November 2025 and already has over forty subscribers. As with most of these mailings, her letter is much more than a simple piece of paper: “You don’t just open and read the letter, but you also decide what to do with the materials I send”.Unlike a newsletter, which can go unnoticed among countless emails, a paper letter fills a space and accompanies us. “It can be smelled, framed, and can live in a drawer, in the fridge, on a wall, or in furniture. Besides being more subtle and erotic, it is tangible, and we are short on experiences that involve the use of hands, and not just eyes and ears,” explains Bea Salas, psychologist, illustrator, and creativity teacher.Following this line, the artist Laura García, from León, created in June 2024 Garlic Yaya Club, a monthly mail club that combines unpublished recipes, letters, and various artistic objects designed by herself. “I wanted to create something physical that people could touch, collect, and enjoy beyond the screen.” In Laura's case, each edition revolves around a theme and a recipe that inspires her: “When I discovered the format, I realized it had to be about cooking. It was something I hadn't seen before, so I decided that Garlic Yaya Club would have its own recipes to convey my passion for home cooking, slow processes, and carefully made things,” explains this entrepreneur, co-owner of Antisouvenir®, a bookstore specializing in independent publications that she runs with her partner.This slowness, in contrast with the immediate gratification of algorithms, seems to be the key to these postal deliveries. Even though in 2011, with the creation of the first social networks, users acted as true "internet inhabitants", today networks have become a publicity showcase, both of ourselves and of all kinds of products, as Marta G. Franco explains in the book Les xarxes són nostres. Una història popular d’internet i un mapa per tornar a habitar-la, published in Spanish by the editorial Consonni. We scroll without looking, we accumulate links that we never open and, amidst so much digital chaos, we all seek the feeling of belonging to something more real, especially at a time marked by the generation of images with artificial intelligence.“Faced with empires like ChatGPT, Spotify, Google, Amazon, and Apple, phenomena naturally emerge in the opposite direction, in this case, spaces that protect and celebrate our humanity: handmade art, dedicated communication, the use of senses, and face-to-face interaction. Mail clubs seem to be a response to a real need to express ourselves, communicate, and belong without major intermediaries,” explains Salas. mail clubs seem to be a response to a real need to express ourselves, communicate, and belong without major intermediaries,” explains Salas. The value of physical experience

In fact, for Generation Z, the internet is a central element in their daily lives and also their main leisure activity: 90% spend two or more hours a day online, according to the 2023 Youth Survey, collected in the 2024 Report on Youth in Spain. the 2024 Report on Youth in Spain. "I don't know if this model will last as is, but it does respond to a deep need that will probably remain: generations that have grown up with digital find more value in non-virtuality and in what is tangible," confirms Arroyo.Marina, who was subscribed for two months to a mail club from the United States, confirms this theory that we have already seen in trends like Sonny Angels: “I was very excited about opening the letter, not knowing exactly what was coming, discovering the postcards and stickers; more than the letter, it was the whole package that surrounded it. However –she explains–, being in another language, I didn't end up feeling part of the community”.This is not the case for Irina and Laura. They do maintain direct communication with their subscribers: “I always encourage them to write to me whenever they want, even by letter, because I love getting to know them. In fact, I always send a personalized welcome email, encouraging them to tell me who they are, what they like, and what motivates them to cook,” says the creator of Garlic Yaya Club, who, despite not being able to live solely off this format, sees it as a viable alternative. “I always ask in the letter how they are, and I receive quite a few messages replying to me on Instagram, and that’s really cool because I do feel that a different bond is created,” says Irina.Like any trend born on social media, mail clubs cannot be disconnected from their digital component, nor can they foresee the behavior of some users, who will probably limit themselves to photographing the content and posting it on their social networks. Nevertheless, artisanal work and analog creation exist beyond these subscriptions. The format only shows us that, faced with a lack of intimacy and connection, "human beings are more intelligent and creative, and look for ways like these to recover what they miss: connection, contact, and a shared experience," reflects psychologist and illustrator Bea Salas.

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