Danielle Vermeer

The digital obsession with cores—used as a suffix that basically denotes a kind of style—began back in 2013, when the term normcore was first coined by trend forecasters K-Hole as a philosophy of fashion. They posited that the chronically online were competing for virality and uniqueness, and as a result, both were harder to come by. Enter... See more

One of the biggest motivators we observe is the power of subcultural capital - or what we call the “hipster incentive”. It’s an important interpretation of Bordieau’s work on the value of cultural capital in defining our position within society -- the hipster incentive is grounded in our need for status or social capital.

“Nouveau riche” industrialists began to buy their way into high society, and existing aristocratic elites, battling economic upheaval, were unable to guard against this pecuniary emulation.