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CUTE

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Cute.

Cute isn’t a word one would usually use to describe the current mood surrounding popular culture, where it seems like the more abstract and distorted a subject appears the more attention it attracts. Originally though, the meaning of cute is said to have insinuated a character that was ugly, yet interesting. And for me, that is exactly what defines our present status within fashion.

Take the trend for gappy teeth, strong haircuts and bleached brows, or the rough/tough looks inspired by 90s grunge; if viewed through a traditional lens of beauty, they could easily be standardised as unattractive, and therefore shouldn’t sell. However, exactly the opposite is occurring, with more fashion campaigns dipping into the world of abnormal. Is it that a societal change is taking place right under our noses, as the voices for greater diversity and acceptance gain momentum? Or more cynically, traced back to the fact that we are getting bored in the notion of flawless?

See in this current age, ‘beauty’ can literally be bought in a jar – or at least through a couple of 100k in surgery. With all it’s accessibility, perfection no – longer holds such a seductive appeal. Instead it’s the individual who catches your attention for that extra second, being irregular enough to snap you out of your own self – importance, that is the one who shines on.

It’s a love/hate relationship – it’s about their background story and the frustration of not knowing information when it’s usually so easy for us to attain. We want more because it’s so irregular, so wrong that it’s right. We aren’t sure why or what pulls us in, but somehow three hours passes by so quickly when we are pouring through Yung Leans online presence. As much as we think we mightn’t be, us consumers are as predictable as a kitten going after a mouse. What is allusive must obviously be explored.

Keep in mind though, wasn’t it curiosity who killed that cat?