Hi Dimitrie. That's a good one — and also tough to answer!

Yes, paying for fonts and investing in really robust families (multiple script support, full OpenType features, expertly-spaced, etc.) is a great start. I would say the next step — and obviously this doesn't just apply to type, but more to design as a whole — is to consciously avoid trends. At the same time, of course, it's worth looking into why the ‘classics’ are considered classics. Some typefaces are great workhorses. But no typeface is an island, or so they say (do they say that?), and some of the most innovative typography can come through thoughtful type pairings. Tim Brown’s book, Combining Typefaces is a great reference in that regard.

I hope that helps!