‘Hyper goo’: The glitchy, gloppy look of now
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After years of corporate millennial blanding, consumer culture is oozing into shape for a new generation.
PHOTO: JACK SACHS/NYTIMES
Callie Holtermann
NEW YORK – Remember how things looked in 2016? Direct-to-consumer brands such as Warby Parker and Everlane introduced themselves in tidy, sans-serif typefaces. Pastels, especially millennial pink, surged onto Instagram feeds and Glossier mascara tubes.
A “self-aware, stylised blandness” called normcore inspired art kids to reach for the drabbest of khakis. The overall effect was sterile but soothing, as if to suggest people’s lives might somehow absorb the cheerful legibility of a Casper mattress advertisement.
