Being basic is back

Being basic is backIt’s just different this time, here’s why

From The Row to Stanley cups, we’re going full tilt normie in 2025.

By Hayley Morgan

21 December 2024 · 1 min read

We get it — every forecaster and his dog has covered the ‘basic-fication’ of fashion over the last two years, exemplified by our forever-worship of Phoebe Philo, and Gucci’s semi-recent transition from flamboyant flowers to chic minimalism. But this time it’s different. In this episode of UNPACKED, @maniacebula gives the intel: why it’s happening right now, and how ‘stealth wealth’ and ‘quiet luxury’ are now just kinda ‘normie’.

Is it the result of a swing back after a moment of total obsession with hyper personalisation? Or is hyper personalisation also, actually, sometimes pretty normie, like in the case of tricked-out Stanley cups. We’ve got eyes on those Prada menswear AW12 pockets, just full of useful items — perhaps menswear’s answer to the bag charm? Watch this space. We’re also listening to the internet talking about the alleged ‘Rowification of H&M’. On top, we’re anticipating the impact of fashion’s current game of musical chairs, specifically Michael Rider (previously creative director of Polo Ralph Lauren) replacing Hedi Slimane at Celine. What does it all mean? Watch and find out.