K-HOLE and Box1824 captured the new landscape in their breakthrough 2014 report “Youth Mode.” They described an era of “mass indie” where the search for meaning is premised on differentiation and uniqueness, and proposed a solution in “Normcore.” Humorously, nearly everyone mistook Normcore for being about bland fashion choices rather than the... See more

Gen X Soft Club as a response to today’s chaos

Why now? Perhaps because overexposure to fast trends, filters, and social media perfection has caused a new kind of aesthetic fatigue . Gen X Soft Club returns as a quiet, empathetic response that speaks of intimacy and vulnerability. It’s not a trend meant to show off, but one meant to rediscover a

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Riding the same wave