{"id":59581,"date":"2017-11-28T13:03:00","date_gmt":"2017-11-28T12:03:00","guid":{"rendered":"https:\/\/www.sleek-mag.com\/?p=59581"},"modified":"2017-11-28T13:03:00","modified_gmt":"2017-11-28T12:03:00","slug":"emily-segal-normcore-interview","status":"publish","type":"post","link":"https:\/\/www.sleek-mag.com\/de\/article\/emily-segal-normcore-interview\/","title":{"rendered":"The Woman Who Coined Normcore: An Interview With Emily Segal"},"content":{"rendered":"

As part of “Influence Now”, a series exploring the role of the “influencer” on contemporary culture, we interviewed five people whose work has shaped and influenced their fields in various ways. “Influence Now” will appear in SLEEK 57; subscribe to Sleek here.<\/a><\/span><\/em><\/p>\n

Explore the rest of the \u201cInfluence Now\u201d series<\/i>:\u00a0Kimberly Drew<\/a>\u00a0\/\u00a0Jerry Saltz<\/a><\/span>\u00a0\/\u00a0<\/span>Gabriel Held<\/a>\u00a0\/\u00a0Goth Shakira<\/a><\/span>
\nEmily Segal is a household name in trend forecasting. In 2011 she co-founded K-HOLE with Greg Fong, Sean Monahan, Chris Sherron and Dena Yago. The collective is known for fashion and style reports published as pdfs, and for coining the term Normcore. Today she\u2019s also involved in branding, having been an art student and an intern at New York agency Wolff Olins, whom she collaborated with on projects for Ritz Carlton, Dreamworks and Target. Currently based in Berlin, her new ambition is Nemesis, a think tank she\u2019s co-founded with musician and architect Martti Kalliala. Here we discuss her work.<\/p>\n

\"\" Emily Segal by Calla Henkel & Max Pitegoff<\/p>\n

So in layman\u2019s terms: what does trend forecasting actually involve?<\/strong><\/em>
\nForecasts are pdfs that corporate companies pay around $20,000 a year to access. In essence, it\u2019s the ultimate pseudo-science \u2013 if you want to look at it in that way \u2013 but generally I think of it as future-focused critical intelligence that uses pattern recognition of personal and macro economics alongside social drivers. We [K-Hole] first got our hands on these documents in 2011 from a friend who was working in another ad agency. [Our versions of them] generally [try] to envisage pop philosophy and social theory, using a lot of neologisms, emojis and beguiling shots of interiors. They try to portray the consciousness of young people, like myself and my collaborators at K-HOLE, to the market.
\nWhat was the background to the formation of K-HOLE?<\/strong><\/em>
\n[At the time], we saw so many false binaries in our peers. [Artists] wouldn\u2019t see their commercial day-to-day lives in their practice. So we thought it would be interesting to write one of these reports as a sort of fan fiction \u2013 hence the first K-HOLE was created. [This wasn\u2019t] an Adbusters take down. [This was] taking a format that ad agencies had created and putting our own ideas into it. We were all in our early 20s then.<\/p>\n

\"\" via http:\/\/khole.net\/<\/p>\n

Can these forecasting documents ever manipulate the future? Is it possible to hack them in order to change business moves?<\/strong><\/em>
\nPeople love that idea. In K-HOLE we [used to say], \u201cDid you report on the trend, or did you create it?\u201d But this is really just a fantasy. Whatever intelligence I give to a company rarely ever gets purely transmitted back into the market. But I wouldn\u2019t be doing this if I didn\u2019t feel like it has the ability to be progressive. What I\u2019m working towards is a more holistic platform for products that would otherwise not be articulated into the marketplace. At the same time, some ideas just hit the cutting room floor. A lot of it does nothing.
\nAnd what\u2019s the story behind your new project, Nemesis? Has your experience with K-HOLE informed it?<\/strong><\/em>
\nBasically Nemesis is a think tank that looks at social and cultural trends, urbanism, technology and design. It\u2019s different from K-HOLE because K-HOLE was really an art project. However, it does pick up on similar themes of consumer attitudes and socio-economic trends. Nemesis is really built on self-initiated research on how value is being re-coded as multiple domains. So we are looking at new forms of luxury, crypto economics, UBI [universal basic income] and alternate theories of value. We plan to release this research early next year but I can\u2019t say much on our findings so far.<\/p>\n","protected":false},"excerpt":{"rendered":"

The American trend forecaster who started Normcore now has a think tank exploring crypto currencies and alternative theories of value<\/p>","protected":false},"author":40,"featured_media":59596,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[11856,139],"tags":[9736,9737,9738,9739,9740,9741,9742,9743,4538,9744,9745,9746,7179,9747],"class_list":["post-59581","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sleek-art","category-art","tag-chris-sherron","tag-dena-yago","tag-dreamworks","tag-emily-segal","tag-greg-fong","tag-influencer","tag-k-hole","tag-martti-kalliala","tag-normcore","tag-ritz-carlton","tag-sean-monahan","tag-target","tag-trend-forecast","tag-wolff-olins"],"acf":{"main_category":null,"legacy":"1","exclude_from_ads":null,"hero_title":null,"subtitle":null,"hero":null,"teasers":null,"facebook_image":null,"related_articles":null,"next_article":null,"sleek_card_focus":null,"content":null},"yoast_head":"\nThe Woman Who Coined Normcore: An Interview With Emily Segal The Woman Who Coined Normcore: An Interview With Emily Segal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sleek-mag.com\/de\/article\/emily-segal-normcore-interview\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Woman Who Coined Normcore: An Interview With Emily Segal The Woman Who Coined Normcore: An Interview With Emily Segal\" \/>\n<meta property=\"og:description\" content=\"The American trend forecaster who started Normcore now has a think tank exploring crypto currencies and alternative theories of value\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sleek-mag.com\/de\/article\/emily-segal-normcore-interview\/\" \/>\n<meta property=\"og:site_name\" content=\"Sleek Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sleekmag\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-28T12:03:00+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:site\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Penny Victoria Rafferty\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"3\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.sleek-mag.com\/#website\",\"url\":\"https:\/\/www.sleek-mag.com\/\",\"name\":\"Sleek Magazine\",\"description\":\"Sleek is Germany\u2019s leading independent media house\/brand for creativity and innovation located in Berlin the creative capital of the world. This creativity manifests itself in SLEEK\u2019s quarterly print publication, digital and social media channels.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.sleek-mag.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"de\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#webpage\",\"url\":\"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/\",\"name\":\"The Woman Who Coined Normcore: An Interview With Emily Segal The Woman Who Coined Normcore: An Interview With Emily Segal\",\"isPartOf\":{\"@id\":\"https:\/\/www.sleek-mag.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#primaryimage\"},\"datePublished\":\"2017-11-28T12:03:00+00:00\",\"dateModified\":\"2017-11-28T12:03:00+00:00\",\"author\":{\"@id\":\"https:\/\/www.sleek-mag.com\/#\/schema\/person\/3dbb609ef2057076dc2070c42466b637\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#breadcrumb\"},\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.sleek-mag.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Woman Who Coined Normcore: An Interview With Emily Segal\"}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.sleek-mag.com\/#\/schema\/person\/3dbb609ef2057076dc2070c42466b637\",\"name\":\"Penny Victoria Rafferty\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/www.sleek-mag.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/b58ccecb5356514f03e1b5e16b79f02eb5552cda30da7a6f705115f5f25b67bf?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/b58ccecb5356514f03e1b5e16b79f02eb5552cda30da7a6f705115f5f25b67bf?s=96&d=mm&r=g\",\"caption\":\"Penny Victoria Rafferty\"},\"url\":\"https:\/\/www.sleek-mag.com\/de\/author\/penny-victoria-rafferty\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Woman Who Coined Normcore: An Interview With Emily Segal The Woman Who Coined Normcore: An Interview With Emily Segal","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.sleek-mag.com\/de\/article\/emily-segal-normcore-interview\/","og_locale":"de_DE","og_type":"article","og_title":"The Woman Who Coined Normcore: An Interview With Emily Segal The Woman Who Coined Normcore: An Interview With Emily Segal","og_description":"The American trend forecaster who started Normcore now has a think tank exploring crypto currencies and alternative theories of value","og_url":"https:\/\/www.sleek-mag.com\/de\/article\/emily-segal-normcore-interview\/","og_site_name":"Sleek Magazine","article_publisher":"https:\/\/www.facebook.com\/sleekmag\/","article_published_time":"2017-11-28T12:03:00+00:00","twitter_card":"summary_large_image","twitter_creator":"@sleekmag","twitter_site":"@sleekmag","twitter_misc":{"Verfasst von":"Penny Victoria Rafferty","Gesch\u00e4tzte Lesezeit":"3\u00a0Minuten"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/www.sleek-mag.com\/#website","url":"https:\/\/www.sleek-mag.com\/","name":"Schlankes Magazin","description":"Sleek ist Deutschlands f\u00fchrendes unabh\u00e4ngiges Medienhaus\/Marke f\u00fcr Kreativit\u00e4t und Innovation mit Sitz in Berlin, der kreativen Hauptstadt der Welt. Diese Kreativit\u00e4t manifestiert sich in der viertelj\u00e4hrlich erscheinenden Print-Publikation, den digitalen und Social-Media-Kan\u00e4len von SLEEK.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.sleek-mag.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"de"},{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#primaryimage","url":"","contentUrl":""},{"@type":"WebPage","@id":"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#webpage","url":"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/","name":"The Woman Who Coined Normcore: An Interview With Emily Segal The Woman Who Coined Normcore: An Interview With Emily Segal","isPartOf":{"@id":"https:\/\/www.sleek-mag.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#primaryimage"},"datePublished":"2017-11-28T12:03:00+00:00","dateModified":"2017-11-28T12:03:00+00:00","author":{"@id":"https:\/\/www.sleek-mag.com\/#\/schema\/person\/3dbb609ef2057076dc2070c42466b637"},"breadcrumb":{"@id":"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#breadcrumb"},"inLanguage":"de","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.sleek-mag.com\/article\/emily-segal-normcore-interview\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.sleek-mag.com\/"},{"@type":"ListItem","position":2,"name":"The Woman Who Coined Normcore: An Interview With Emily Segal"}]},{"@type":"Person","@id":"https:\/\/www.sleek-mag.com\/#\/schema\/person\/3dbb609ef2057076dc2070c42466b637","name":"Penny Victoria Rafferty","image":{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/www.sleek-mag.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/b58ccecb5356514f03e1b5e16b79f02eb5552cda30da7a6f705115f5f25b67bf?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b58ccecb5356514f03e1b5e16b79f02eb5552cda30da7a6f705115f5f25b67bf?s=96&d=mm&r=g","caption":"Penny Victoria Rafferty"},"url":"https:\/\/www.sleek-mag.com\/de\/author\/penny-victoria-rafferty\/"}]}},"_links":{"self":[{"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/wp\/v2\/posts\/59581","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/wp\/v2\/comments?post=59581"}],"version-history":[{"count":0,"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/wp\/v2\/posts\/59581\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/wp\/v2\/media?parent=59581"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/wp\/v2\/categories?post=59581"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sleek-mag.com\/de\/wp-json\/wp\/v2\/tags?post=59581"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}