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But let's not go crazy: anonymity may be chic, but it is no business model.
Disparaging Chelsea may be chic, but the art within its precincts encompasses much more than hot names, out-of-control bandwagons or mindlessly commercial baubles.
Prof Allan Pacey, from the University of Sheffield, said: "Whilst it may be chic to be a geek, I would not recommend that would-be parents delay their plans to start a family to specifically increase the odds of having a child with geek-like qualities.
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The locations may not be chic and may even be out of the way.
"Though it may be hidden because it may not be chic to speak of it, it is there".
Being broke may never be chic, but counting one's blessings is all the rage right now.
Beaver hats may no longer be chic, but the tuberculosis bacterium has held on to one remnant from the 18th century Canadian fur trade: a genetic signature of how the disease spread from European immigrants to indigenous peoples.
Google's wearable computer may be considered chic by the tech-savvy of Silicon Valley but to the average consumer they look awkward and almost embarrassingly futuristic.
A black one-piece swimsuit may be the chic option, but reading between the tan lines it doesn't really exude party spirit.
Nathan's minimalist pad may be enviably chic, but it is too orderly and confined to let Caleb to relax in it, while the surrounding mountain scenery (filmed in Norway) is so immaculately gorgeous that you begin to wonder whether it, too, has been fabricated by its billionaire owner.
We may have been chic to some before that, but now we were a diseased people to be disregarded, discarded, left to die.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com