I’m a Hallowqueen – spooky season’s my Christmas, I’m fed up of cheap and tacky people ruining the true magic of it
AS Jenna Ortega's star continues to rise, the Hallowqueen aesthetic is sweeping social media and the high street.
Fashionistas are flocking to channel the Beetlejuice Beetlejuice and Wednesday actor's pale skin, gothic makeup and all-black outfits - and not just on October 31.
It's a huge shift from the way many people said they have been treated for being a goth in the past.
Just this week, one woman took to Twitter to say: "Y'all bullied me in high school for being the only goth girl in school. Now look at you. Fan girling over goth women."
Fabulous spoke to a true Hallowqueen to find out what it takes to wear the crown beyond just dressing the part when it's deemed fashionable.
Star Khechara, 48, is a self-professed goth and follows Paganism, which values spiritual traditions and a shared reverence for nature, belief in a plurality of gods and a belief in magic.
The skin-nutrition expert, who founded the , celebrates Samhain - the original Halloween - as a Celtic new year and looks forward to Halloween all year.
She told us: "For me, Halloween is way more exciting than Christmas.
"I don’t even celebrate Christmas so Halloween is my Christmas.
"I dress gothic all year round so at Halloween I get to be extra gothic and creative."
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Star has a wardrobe full of black clothing, wears heavy eyeliner and has faced hateful comments in the street as a result.
And she admitted that the rising popularity of the Hallowqueen aesthetic leaves her feeling conflicted.
She said: "I’m always pleased to see a subculture get more airspace as it makes it easier for me to find the clothes and items I like. But there is definitely a lot of hypocrisy.
"As a goth I’ve been called names in the street and that often increases on the run up to - and just after - Halloween.
"Comments like 'it’s not Halloween yet' or 'Halloween is over you can take your costume off'.
"Important spiritual festivals like Halloween and Christmas often became so popular they turn into just another fun event for everyone to enjoy and that is definitely something I’m happy about.
"Would I like to see more real Halloween / Samhain Themed events and items? Absolutely. But if people are gathering to enjoy themselves and it brings a little spark of joy to what is the beginning of the dark and rainy season in the uk then I say everyone is welcome.
"We all need more joy in our lives and I know it might sound odd coming from a goth but goth is all about seeing beauty in the pain and darkness if life. Life is beautiful."
She added: "One of my favourite things about Halloween is all of the neighbourhood goths come out for parties and club nights.
"We are often a solitary and introverted subculture so it’s amazing to be gathering in large numbers and also who can resist all that gothic-inspired decor in the shops for us to collect to use all year.
"If you ever go to a store and the Halloween shelves are empty it’s because a goth noticed and told all the other goths then we bought everything."
But Star, author of the Holistic Beauty Book, admitted that as much as she is a fan of Halloween she cannot stand how commercialised her beloved holiday has become.
And following her tips instead of nipping to B&M or Home Bargains for decor could give you a more beautiful, authentic spooky vibe around your home.
She said: "There’s something magical about being a goth at Halloween, ghoulish pumpkins, fairy lights, witchcraft and misty forests.
"It’s a wonderful time of year and there are so many amazing ways to partake in traditional pagan rituals such as the candlelit pumpkin as a way to show the dead to the afterlife, celebrating apples (the fruit of knowledge!) and honouring all ancestors."
"I think sometimes the Halloween aesthetic can get a little tacky in the same way that Christmas has", she continued.
"I’m environmentally conscious so I don’t enjoy the idea that something as sacred as Samhain is now becoming a plastic-festival with lots of cheap mass produced decor that often gets thrown away afterwards.
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"I love the more traditional Halloween look: real pumpkins, gathering ivy from the woods to make garlands, making your own spiced 'potions' rather than the local high street chain’s high-sugar, synthetically flavoured version.
"Budget-wise it can be much cheaper to do a pagan Halloween that honours the earth rather than using Halloween as a reason to spend loads on plastic tat."