• How fashion brands are capitalizing on the normcore hype – and what it means for the industry

    Written by Emil Björnius by Alicia

    The term “normcore” is derived from “normal” and “hardcore,” and it came to denote a fashion trend characterized by average-looking, unbranded, and often unisex apparel some years ago. Think plain tees, dad jeans, and baseball caps. At its core, normcore is about embracing sameness rather than striving for differentiation – but how is this phenomenon impacting the fashion industry?

    Fashion is cyclical, constantly in flux as trends emerge, fade, and resurface. One of the more surprising shifts in the last decade has been the rise of “normcore,” a
    movement that eschews conspicuous consumption and overtly branded apparel in favour of unpretentious, average-looking clothing. However, it's no longer just about “dressing ordinary”: It's about the message behind it and the art of intentional simplicity. You may think of it as a reaction to overconsumption, extravagance and flamboyance, not seldom associated with the fashion industry. Major fashion brands are quickly catching on and, in turn, capitalizing on it. And this fall, many suggest that normcore will return in grand style.

    Initially, the normcore movement may have appeared antithetical to high-end fashion brands, which thrived on exclusivity and bold, unique designs. But as the trend
    gained traction, fashion brands saw an opportunity. Brands like Gucci, Balenciaga, and Calvin Klein have released lines that, at a glance, seem plain or commonplace. Still, they often carry subtle branding or high-quality materials that set them apart. Celebrities known for their fashion-forward styles have been spotted donning normcore staples, whether Kanye West in a plain sweatshirt, Kendall Jenner in vintage jeans or Leo Dicaprio in a washed-out hoodie. Brands capitalize on these moments, marketing their 'plain' pieces as must-haves. So, how will normcore affect the fashion industry?

    In the short term, brands will have to be able to distinguish between marketing their normcore items as exceptional and 'ordinary.' It requires a nuanced approach that
    sells an idea or a feeling more than the item itself. With a focus on essential pieces, brands might streamline their supply chains. Less complexity in designs could mean easier production processes and potentially reduced costs. In the long term, however, the normcore movement, emphasizing timeless basics, aligns well with the push towards sustainable fashion. Consumers might keep their pieces longer, leading to decreased turnover and waste. As more people invest in quality basics, the appeal of fast fashion – notorious for its quickly changing styles – might diminish. Also, the unisex nature of normcore fashion promotes a more

    gender-neutral approach to fashion. This could lead to more inclusive sizing and designs in the long run. While seemingly celebrating the mundane, Normcore has profound implications for the fashion industry. It challenges brands to rethink their strategies, encourages sustainability, and promotes inclusivity. And maybe this is a shift that will last. Gen Z is the first generation to grow up with the internet, smartphones, and social media as pervasive elements of daily life. The endless feed of online influencers and celebrities touting distinct personal styles can create a sense of fatigue. Normcore can very well be seen as a counter-movement.

  • Mark Rothko at Fondation Louis Vuitton

    Written by Astrid Birnbaum by Astrid Birnbaum

    Get ready to immerse yourself in the sublime world of Mark Rothko as the Fondation Louis Vuitton unveils a groundbreaking retrospective on October 18, 2023. This marks France's first homage to Rothko since his monumental 1999 exhibition at the Musée d'Art Moderne de la Ville de Paris. Featuring a curated selection
    of approximately 115 masterpieces drawn from the world's most illustrious institutional and private collections, including the hallowed halls of the National Gallery of Art in Washington D.C., the artist's own family holdings, and the venerable Tate in London, this exhibition promises to be a visual odyssey.

  • Marco Rambaldi SS24 'Malafemmina'

    Written by Fashion Tales

    Another season, a new choice. With Malafemmina, Marco Rambaldi addresses the concept of freedom, starting from what has been to arrive at what will be. For this Spring/Summer 2024 Malafemmina, Marco Rambaldi turns a derogatory term into positive in the world we live in, which is afraid of  bold and free women.

    A hymn to taking everything they deserve and even more, in being who they want and in doing everything possible to achieve their goals. Marco Rambaldi’s woman is a bad girl (Malafemmina in Italian) who moves freely between satin sheets and the desire to conquer the world just like Modesta, the protagonist of The Art of Joy, Goliarda Sapienza’s masterpiece. She is ready to do anything for freedom and a better life, she is not afraid of being a creature beyond gender. He’s a man and a woman at the same time.

    If in the Fall/Winter 23 Rambaldi explored the people of the night, in this summer we find ourselves in the twilight which becomes a hybrid place where we can be other, different, free. A place of seduction where boundaries blur. The imagery of southern Italy is present in the collection in a transversal but never literal manner. The sunlight is filtered through crochet hooks and creates a romantic shadow on the recycled nylon tulle. One of the most characteristic prints of the collection is made of pendants which combine elements of the Christian religion such as crucifixes mixed with symbols of love, the profane and emotional sphere of the human being.

  • MAMBO - A Vibrant Culinary Journey in Palma de Mallorca

    Written by Jahwanna Berglund

    Mambo, nestled in the heart of Palma de Mallorca, is a culinary haven that takes diners on a delightful journey of Mediterranean flavours with a twist.

    Owned and runned by Brazilian chef Gabriel Conti and his charming wife, Elena Gil, this is a gem on the Palma restaurant map.

    With stylish decor. A mix of modern and rustic elements and an overall relaxed atmosphere. The restaurant boasts an expansive outdoor seating area, which offers stunning views of Palma's picturesque streets.
    The staff at Mambo deserve special praise for their warm and genuine hospitality and attentiveness. From the moment we were seated, I was greeted with a smile and promptly presented with a menu. The waiters were knowledgeable about the dishes, offering insightful recommendations. Throughout the meal, they were attentive without being intrusive, which added to the overall pleasant dining experience.
    Mambo's menu boasts an enticing selection of dishes that showcase the best of Mediterranean cuisine with a creative twist. The fusion of local produce and international influences made each dish a delightful surprise. I started with the Avocado Russian salad that was topped with shredded egg and the grilled Razor clams , which was a harmonious blend of flavours. For the secondi, me and my company shared the baby squids from Galicia. Galicia is located in the northwest Iberian Peninsula and is known for their way of serving octopus. For the main course, we opted for the Filet Mignon with Perigord sauce and the Grilled High Loin , a rich and aromatic masterpiece that transported my taste buds to the south of France. Matched with perfectly cooked mashed potatoes, a true symphony of flavours.
    The restaurant also offers a commendable variety of vegetarian and vegan options, providing a welcoming space for diverse dietary preferences.
    Mambo's dessert selection was a delightful finale to the meal.
    The Curd Apple Cheesecake was a true highlight, with its tangy lemon curd, fluffy meringue, and buttery pastry. It was a refreshing and light option to end the meal on a sweet note.


    While the quality of the dishes and the overall dining experience at Mambo justify the prices, it leans towards the higher end, making it more suitable for special occasions or indulgent outings. Nonetheless, the innovative culinary offerings and top-notch service make it a worthwhile splurge for food enthusiasts seeking a memorable dining experience in Palma de Mallorca.
    In conclusion, Mambo undoubtedly lives up to its reputation as a top dining destination in Palma de Mallorca. With its vibrant ambiance, diverse menu, and impeccable service, the restaurant offers a memorable culinary journey that is sure to please food connoisseurs and casual diners alike. If you find yourself in Palma and have an appreciation for creative Mediterranean cuisine, Mambo is a must-visit to satiate your cravings.

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