Text: Alec Coiro
Photo: Olimpia Dior
Originally from Australia and newly headquartered in New York, Discount Universe presents its inaugural solo show at New York Fashion Week (they were involved in a VFiles group show a few years back).
The brand was created by Nadia Napreychikov and Cami James who started off as fashion bloggers. This connection to the immediacy of online culture continues as the brand remains very much present online and on Instagram in particular.
Their SS 2019 offering gives us everything we like about postmodernism and spares us everything that’s tiresome about it. From the graphic design they use, to the sassy color pallette, to the name itself, the mood is pure joie de vie. The show also feels very subversive not only of fashion’s norms, but also of the norms of what it means to be subversive — foremost among these norms: the notion that imitation is anathema and you must reject commercialism. Discount Universe manages to upend this received wisdom and the result is revelatory. The SS 2019 collection feels like it’s being broadcast back in time from a future where fashion has already become what it’s destined to be next.