Bertin Huynh and Luca Ittimani explain the viral term – which involves neither chakras nor tractors – to Alyx Gorman
Bertin and Luca. You’re young people. Why are all the kids on my feeds suddenly talking about aura farming, and what does it have to do with Timothée Chalamet?
Who has more aura than the Dune saga’s prophesied leader Paul Atreides? Since that role, Chalamet has become one of the biggest stars in Hollywood. Aura farming is all about cultivating the coolest version of yourself. Think well-tailored suits, lots of grayscale, serious stares and sharp angles.
When Chalamet, playing Atreides, leads an army of hardened warriors in the sci-fi blockbuster, delivering a powerful speech and declares himself emperor of the known universe, he’s aura farming.
Kids have always wanted to be cool – now they get to farm for it.
