Years ago - hard to pinpoint exactly when - blokes in plaid shirts started ditching their contact lenses for heavy-rimmed glasses and spent three months indoors so as suddenly to appear in public sporting a fully-formed grizzled beard. There are of course other traits - stick n' poke tattoos (apparently), claiming to live in Shoreditch, an all-encompassing kale habit - but overall, once a "look" becomes mainstream, it's over.

Unfortunately, brands late to the hipster party don't seem to have understood this and campaigns featuring these Nathan Barley types continue to dominate.  

When nationals are running spoof problem pages such as this one in the Guardian, then it's time to find the next big trend and start piggybacking it.  Now.