to be in / out, to be (un)fashionable or (un)popular, “it” thing, something popular and fashionable, to fall for the hype, to believe that something people talk about is really cool / popular, a passing trend, something which is popular for a short period of time, sought-after, generally desired; much in demand, to take off, to become popular very fast, to revive a trend, to bring back to life something that used to be fashionable in the past, brand new, completely new, the latest thing, very new and fashionable, to endorse a craze, when famous people promote some trend, top-notch, excellent, of the highest quality, a killer , trikingly impressive or effective, to lose appeal, to lose popularity, not be liked any more.

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