Knowing what to do with mainstream success once you have it and how you measure it is another “plight” she talks of. “The chase for success is essentially a death trap,” she says matter-of-factly. “Success cannot be defined by one description. If you suddenly become commercially successful perhaps you’ll suddenly become dissatisfied about lacking a true deep level of cultural influence at an underground level. But if you become critically acclaimed maybe you’ll suddenly put all your worth into being commercially successful. It’s a never-ending battle.”
What’s her approach to that fight? “I try to not care about anything. I try just to make what I find exciting, even if no one else likes it.” That strategy is a simple one but as we all know, it’s incredibly hard not to get lost in the opinions, or the expected reactions, of others when it comes to creating art. But those that manage to leapfrog that clout-chasing mind-spiral are the ones that move the culture forward. When asked which artists have a similar approach, Aitchison lists: “Doja Cat, Honey Dijon, Yung Lean, The 1975, the photographer Yelena Yemchuk, and filmmaker Ninja Thyberg. They are creatively fearless in a time where there is so much fear.”
It’s that fearlessness that Aitchison finds inspiring when it comes to creating. It makes total sense then that she has absolutely no interest in following fashion trends. “I’m in my most minimalist phase,” she concludes. “Simple pieces, timeless, lots of black. I like re-wearing things. I like packing light” — an approach we can totally get on board with. Although we’ll have to be patient to see where this new mood will take her. When we asked which Charli XCX era is coming next, all we got was: “It’s a secret, sorry. I’m not telling you.”