Oh Oh Oh It's Magic! – The Handlers

Oh Oh Oh It's Magic!

I remember the day I heard that fashion will now be taking cues from Seinfeld, calling it “Normcore”. It was a sad day. Doubt formed in my heart: do I really love fashion that much? Is this really the industry I want to be in? I felt betrayed and confused. Hurt, even.

See, I grew up in the nineties and even then I didn’t quite get it. The Alice band bubble (a total disaster if you had a cowlick anywhere near your fringe), scrunchies, Spice Girl platforms (in which I could outrun any boy, I’ll have you know), it’s all still so very fresh in my memory. I shudder when I see a moonbag and I would never ever own a Jelly, unless it is of the bean sort in which case I will simply eat it. Thankfully fashion always takes a new spin on old ideas and I rekindled a suppressed love for the nineties. Those were my formative years, after all. There are so many great things I have forgotten all about: Kate Moss and the slip dress, Naomi in those Vivienne Westwood heels and Roxette’s silver-haired front woman (is that even a thing?). I devoured my sister’s fashion magazines, cross-referencing cute outfit ideas with Post-it’s and dreaming about one day being old enough to wear them. And now that I am, I’m not ready to let go just yet. My name isn’t Rose, okay?

 But I guess I’ll feel the same about the next trend. And that makes me wonder: what is the next trend? We’re seeing a lot of seventies floating around and it is definitely taking over from the nineties, it has been for a while. So it’s only logical that it should start transforming again. But what will it be; yet another version of Flashdance?

Or will we break free a little and find our own styles? According to K-hole, fashion will be taking on a spot of magic. Not so much the wearing of pentagrams and whatnots to scare old people and children, but rather the idea of “the lady-in-a-box, rabbit-in-a-hat form of magic … where did she go? And how did we get here?” It speaks of looking into yourself, finding your own voice and thus, your own style. I experience that getting older means caring less about what everyone else has to say. It becomes easier to use trends and fashion to express yourself and navigate your journey, rather than being led by them. So, at the end you alone can see where you started and where you’re heading.

It all sounds super deep and maybe it’s all this bohemian seventies vibes bringing it on, but I think I’m ready for this new wave of introspective fashion. What the hell this all will amount to come fashion week remains to be seen, but I feel that we might be entering a very mature season where fun will be had, however you choose.


Author | Annamé Kleynscheldt

Annamé started her career in fashion as a personal shopper for Stuttafords, before landing a gig as fashion columnist for the lifestyle publication, The Month. Following a successful tenure in freelance fashion styling, working on both local and international publications, she has returned to her roots in personal shopping. Based at Topshop’s V&A flagship, she can be found saving one fashion victim at a time. |  Annamé on Twitter

Leave a comment