SAFW Autumn/Winter 2017 in a capsule.

It was almost time for South Africa’s Fashion Week and I was very fortunate to be part of it. I got the opportunity to work as one of the digital crew members and got to see every single show. It wasn’t long, until all my social media platforms like Instagram, Snapchat and Facebook hit their climax by updating all the latest news about each and every single collection. I find it quite promising to look at online ratings, not only of events – but almost everything – from a simple product to a big luxurious getaway. Research show that 65% of the youth will first see an online review before attending any event (European Comission, 2016). It was, as always, one of the busiest weeks for South-Africa in terms of the business of fashion and even when people from the media didn’t have front row seats – they made sure they put their asses down front row only! As, with everything in life, is it important to always take note of a few things.



Normcore is a unisex fashion trend characterized by unpretentious, average-looking clothing. The term can be described as “normal” and “hardcore”. This look, or rather non look, is slowly catching on with the youth. Evita Nuh, the 17 year old blogger of “The crème de la crop” has been hailed as the next Tavi Gavinson says that you are actually fashionable by looking like you don’t care at all (Nuh, 2016). This is not only a trend, but one of the fastest growing ones as well. Everyone, from the audience to some of the actual designers and shortly described, the people that makes fashion worthwhile in SA, was seen in oversize sweaters, baseball caps and jogging pants. Universally, even Kendal Jenner can be seen wearing normcore mom jeans and cropped sweatshirts. “Ugliness” has become a trend itself!


Generation Z

Generations Z’s are primed to become the dominant youth influencers of the future, if only we can unlock the key to their psyche. While the millenials were raised during the boom times and relative peace of the 1990’s, only to see the world change dramatically after the September 11 attacks and the following of two economic crashes (History, 2016), Generation Z came along in the aftermath of these events in the era of war on terror and the Great Recession. So while Millenials lost their innocence, Generation Z never really had a chance at being innocent at all. This has made them pragmatic, hard working, somewhat anxious and very mindful of the future. They have the weight of the world on their shoulders. Generation Z though, in contrast to the Millenials, are extremely private and are embracing anonymous social media platforms like Secret or Whisper and Snapchat. They are acutely aware of their private brand and protect it religiously. Put it all together, the privacy, the causion and the focus on doing good through sensible careers and the Generation Z are starting to look less like teenagers and more like their grandparents! Perhaps this is why there has been a resurgence of the “granny” trend seen on the runway of Clive Rundle’s collection on the first night.


Gender Neutral

Famous Celebrities like trend analyst Nicola Cooper, the founder of Flux Trends, established herself as a Generation Y style icon by showing up in a tailored suit on the third night. It is not a very new – but boy, people are much less attached to traditional gender binaries or linear definitions of sexuality. One of the main attractions of the week was Roman Handt’s installation and it was all about individualism and the right to be whatever you want.


Rocker Redux

Teenagers will be teenagers and there will always be an element of rebelliousness to their dress. No wonder the punkish signifiers of rebellion are making a comeback seen in recently joined designer, Vintage Zionist’s collection. Buckles, ruffles, leather, tutus and even pleated pants was all very popular in this Autumn/ Winter’17 collection. For a young designer, I think he truly proved his ability and showcased his amazing skill: Accommodating various demographics at the same time, thus making it possible for the majority to participate in his ideals behind the collection – I heard his collection will hit his shop in Braamfontein soon, and I simply can’t wait! Nirvana t-shirts and Kurt Cobain plaid shirts are the go to wardrobe.


The collections were all very beautiful and carefully structured. African Style Story had Indonesian inspired prints with handcrafted embroidery, whilst Rubicon had everything that’s required for a night out in town. Every collection had their own persona and it makes me go back to my feature article, where I defined how important it is in today’s time to associate yourself with what is going on around us and also to become aware of the constant changes in society. More importantly, is it my wish that all my readers will go out there and walk the runway of life, not only with confidence, but with a satisfied smile.


Digital Native Brainwashing: Good or Bad?

The other day a shocking thing happened. A man who wanted to ask me out for a drink actually phoned me rather than texting. Actually asked me how I was, actually was bold enough to have a proper conversation with me rather than giving my Instagram the thumbs up as a flirtation device. Social networking is an ironic name for something that has little to do with connecting us with others and everything to do with self-promotion – it’s a one way street, or a one way tweet if you will.

It is simply not for me to decide whether this might be a good or a bad thing. Technology is constantly changing and it is the fastest tool to keep up with the latest trends, not only in fashion, but worldwide. They are probably younger and cooler than most, they definitely use Snapchat better – They are the “millenials on steroids”. Generation Z are loosely defined as those born after 1995 and who are now 18 and under. They are the first generation to be raised in the era of smartphones and social media. They take in information almost instantaneously and lose interest just as quickly. This is why apps such as YouTube, Snapchat and Instagram are vastly popular and the use of emojis have become an instant way of communicating emotions and feelings. A paragraph in a picture! They are the true digital natives. Research into the Gen Z’s points to the emergence of a stellar generation: educated, industrious, collaborative and eager to build a better planet. Fashion has become so digital lately, and it is almost impossible to get yourself out there without the help of social networking.

The ethnographic work on the everyday act of dressing as demonstrated by Sophie Woodward in Why Women Wear What they Wear (2007), illustrates how dressing relates to issues of anxiety, comfort, and creativity (Woodward, 2016). Today we are using fashion more to create our identities, we use it as a weapon or rather a fetish to protect the youth in an uncertain world. This is why social media platforms are genius in promoting, a lifestyle, for example – and what better why is there to use fashion as the directing tool. Dress is something that will always be analysed and thus is it important to dress in order to compliment your personality. It is not only important but also needed in order to carry a sense of entitlement and narcissism, while still representing a positive attitude as well as a strong moral compass to maintain a valid perspective. Famous blogger, Susanna Lau writes in one of her articles on her blog, Style Bubble how the uses of social media platforms have changed traditional, Western ways of thinking about dress completely (Lau, 2016). People strengthen their characters, they share their memories, they mark their destinations and they even participate socially online – Social media is a monster and it’s not fully grown yet – improving its functions every second.

Our affinity for fashion starts at a young age. Children dress very similarly to elderly crazy cat women – and I love it. My sister’s daughter, Rosemary, can put an outfit together like nobody’s business. She has been known to wear a tutu ballerina swimsuit with a leopard print coat, converse and nothing else. A princess dress plus a boy’s coat and shoes is her favourite combination. It’s a juxtaposition I strongly endorse. Most of the things I wear today are a throwback to items I owned as a child, minus the multi-coloured harem trousers.

My favourite outfits are the ones that look easy, or that make you look easy (and not in that way). I suppose a better word for it is relaxed, but that’s taking it to far. Some women feel more comfortable trotting around in skyscraper heels, cinched in-in dresses and push-up bras, I sometimes start out in that outfit only to change my mind on the last minute, switch the heels for loafers and chuck a jumper over my shoulders – practicality is high on my list. I’ll always prefer a girl in an oversized t-shirt as opposed to an undersized boob tube but that’s because I’m a girl, or a tomboy, and not a boy. I’m confusing myself so I’ll end this here.

Social Media has made it a lot easier for people to create an imagined personality and it is also a great platform to get your voice out there. It is beautiful when people can stand together for something and social networking is the best way to endorse this. It is up to you whether the digital world is your friend or your enemy, for it can help you a lot, but if used wrongly – it won’t be a surprise when it neglects you. Shocking things sometimes happens in order to make us realize something else that we did not before, and this is why it’s important to quite the mind – you know what you like, so go (with or without social media) and follow your gut!

It’s a Grim Lifestyle.

If you are interested in alternative fashion, food and health then you can continue, if not – please stop wasting time, stop reading and go do something productive! “Change doesn’t start with action, it starts with vision. Artists are great at creating visions (Lambert, 2016). Grim is a blog created for and by creative spirits. It represents the outcasts, the dreamers – the architects of a fashion-forward lifestyle. Grim is a WordPress based blog and can be found by simply entering, but be ready to be amazed by insightful articles focusing on the perspective of a 21st century Millenial.

The blog has a sense of humor with a touch of quirkiness to it. It will attract the independent women of today’s youth culture. Its aim is to give efficient information in order to create valid opinions. All the newest events all around Joburg and Pretoria is covered, and most of them experienced too! Grim is a platform for the independent youth culture, which allows them to find out more about the latest news and mostly its an analysis of a new trend.

“Pop is everything art hasn’t been for the last two decades. It’s basically a U-turn back to a representational visual communication, moving at a break-away speed…Pop is a re-enlistment in the world…It is the American Dream, optimistic, generous and naïve (The Art Story, 2016).” Grim is interested in the visual vocabulary of mass culture as well as the techniques to seamlessly merge the realms of high art and popular culture. What makes the blog different is that its carefully designed for the trendsetter, the people who makes the rules in fashion. It talks to a younger audience which provides efficient information about the fashion industry, while – at the same time, will it encourage especially students to have a voice of their own with valid opinions relating to today’s social culture.

Every city houses a group of people with hearts that beat unlike the rest…
Hello and welcome to Grim! A blog created for and by creative spirits by nature, chronic doodlers by heart. We are the outcasts, the dreamers, – the architects of a fashion-forward lifestyle bound to the spirit of freedom.