Stop Making up Bogus Subcultures
Aleks Eror from Highsnobiety staff trys to illustrate how nonsensical fashion media become when it promptly sticks a tenuous label with subcultural undertones on it as soon as a few people start wearing a certain item of clothing.
“Normcore.” “Grungewave.” “Seapunk.” “Health goth.” “New lad casual.” These are just a few of the labels peddled by various corners of the fashion industry over the past several seasons to add breadth and depth to momentary fads. So, what’s a health goth and does it have any relation to a run-of-the-mill, hang-out-in-graveyards type of goth? Are regular goths unhealthy or merely not that concerned about physical activity and nutrition? Can seapunks exist on land, and, if so, does that make them amphibious?
These questions are quite obviously rhetorical, and it’s patently clear to everyone with eyes that something like “health goth” is simply a catchy name for a look that’s heavy on athletic wear and dark palettes, but how much depth can an individual collection have when a designer is expected to produce another one in six months time before turning their thoughts to the next one and the one after that, ad infinitum?
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