Pernille Kok-Jensen

Report for London based trend agency Canvas8 about the trend 'genuinely phoney'.

Generations, like people, have personalities, and Millennials—the teens and twenty-somethings currently making the transition into adulthood—have begun to forge theirs: self-expressive, liberal, and receptive to new ways of living. This is a Tumblr style guide for whoever wishes to understand this generation.

Article on Dutch weblog Frankwatching describing the new authenticity as defined by youngsters.

The Dutch are often characterised with Calvinistic values such as 'down-to-earth’ and ‘practical with a twist’. But as teens embrace the wacky and the wonderful, how is this juxtaposition reflected in Dutch fashion and design? And is ‘avant-garde’ really for everyone?

Avant-gardism used to be reserved for an elite, arty and niche crowd. But what happens when the whole world goes ‘Gaga’ and everyone wants to be unique? In the Netherlands, a country known for the saying “just act normal –… Meer weergeven

The Dutch are often characterised with Calvinistic values such as 'down-to-earth’ and ‘practical with a twist’. But as teens embrace the wacky and the wonderful, how is this juxtaposition reflected in Dutch fashion and design? And is ‘avant-garde’ really for everyone?

Avant-gardism used to be reserved for an elite, arty and niche crowd. But what happens when the whole world goes ‘Gaga’ and everyone wants to be unique? In the Netherlands, a country known for the saying “just act normal – that’s already crazy enough”, a new realm is being created that’s more accepting of the wacky and the wonderful. And as the avant-garde becomes more accessible to the masses, on Dutch turf and beyond, the ‘normal’ and the ‘ordinary’ are taking on new meanings too. Minder weergeven

Hands up if you’ve noticed a lot of girls with pastel pink mermaid hair lately. Do you find yourself the only one among your peers who isn’t covered in tats? Wonder if you need to get a raw meat dress just like Ga Ga’s? And you’re already designing your own 3D jewelry, I presume?
We’re not really surprised by these things any more, which is funny because, not long ago, such creative means of expression were reserved for an elite, arty and niche crowd. But recently the whole world seems to be… Meer weergeven

Hands up if you’ve noticed a lot of girls with pastel pink mermaid hair lately. Do you find yourself the only one among your peers who isn’t covered in tats? Wonder if you need to get a raw meat dress just like Ga Ga’s? And you’re already designing your own 3D jewelry, I presume?
We’re not really surprised by these things any more, which is funny because, not long ago, such creative means of expression were reserved for an elite, arty and niche crowd. But recently the whole world seems to be going ga-ga, and Millennial “Unicorns” are discovering (probably via Facebook or Instagram) that they are, in fact, not the only “Unicorns” out there, but that all their peers are special and unique. Great. Now what?
As the wacky, weird and wonderful Avant-garde continues to become both more accessible and acceptable to the masses, the “normal” in effect takes on a new meaning too. In this article, we share some of the patterns we’re seeing on Dutch turf and beyond. Welcome to the Mass Avant-garde. Feel free to experiment and dismantle a few traditional structures. Minder weergeven

“Gone are the days when protesting against status quo could only be done by taking to the streets and expressing your dissatisfaction with banners. At this very moment, a new generation of young entrepreneurs (and simply pissed-off citizens) are coming up with new ways to reinvent out-dated systems. New Engagements is a global movement that manifests itself on many frontiers of society, be it in the designing of new business models or the way we consume energy, how we eat and drink, how we… Meer weergeven

“Gone are the days when protesting against status quo could only be done by taking to the streets and expressing your dissatisfaction with banners. At this very moment, a new generation of young entrepreneurs (and simply pissed-off citizens) are coming up with new ways to reinvent out-dated systems. New Engagements is a global movement that manifests itself on many frontiers of society, be it in the designing of new business models or the way we consume energy, how we eat and drink, how we interact with our surroundings, the way we relate to brands and of course, the way we engage with each other.” Minder weergeven

On unfortunate accidents and the uprise of the ‘Serendipity Seeking' trend.
Explore and risk failure instead of going down the beaten trail. Often it is while searching for other things that we make the most meaningful, unexpected discoveries.

For years ‘authenticity’ was the holy grail of marketers and product innovators worldwide. But now, the Tumblr generation are redefining authenticity. In this mashed-up, copy-morph culture a new generation of consumers are calling bullshit on the old-school authenticity claim. And if ‘authenticity’ is passé, then what does it mean to be ‘genuinely phoney’?

For years ‘authenticity’ was the holy grail of marketing and product innovation. Now, depending on whether you’re a BG’er (before… Meer weergeven

For years ‘authenticity’ was the holy grail of marketers and product innovators worldwide. But now, the Tumblr generation are redefining authenticity. In this mashed-up, copy-morph culture a new generation of consumers are calling bullshit on the old-school authenticity claim. And if ‘authenticity’ is passé, then what does it mean to be ‘genuinely phoney’?

For years ‘authenticity’ was the holy grail of marketing and product innovation. Now, depending on whether you’re a BG’er (before Google) or AG’er (after Google), being authentic means two very different things. If you’re a BG’er, authenticity is synonymous with heritage and origin; if you’re a AG’er, it’s all about being ‘genuinely phoney.’

The Tumblr generation has abandoned authenticity in the traditional sense, organised itself into a motley crew of ‘brand bandits’ who call the shots with the brands that desperately try to engage them. But where does the concept of ‘genuinely phoney’ come from, what does it mean, and what does it look like? Here's a clue: Lana Del Rey. Minder weergeven