Melbourne's 'Naarmcore' movement under fire from Indigenous Australians, for reducing 65,000 years of culture into a 'trend'

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Melbourne's 'Naarmcore' movement under fire from Indigenous Australians, for reducing 65,000 years of culture into a 'trend'
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A social media fashion trend where people refer to their clothing style as 'Naarmcore' is criticised by the Indigenous director of a clothing label, who says the Aboriginal word for Melbourne, Naarm, is being used without historical context.

The director of an Indigenous clothing label has criticised Melbourne's "Naarmcore" fashion movement, arguing it reduces their culture to a social media trend.Naarmcore is a mix between Naarm, an Aboriginal name for Melbourne, and normcore, a minimalist style of dressing

"They've taken an Aboriginal word … Aboriginal languages from two mobs and made it fit a trending aesthetic," she said. "After we did that we spent a lot of time talking to both Boonwurrung and Wurundjeri people just to make sure we knew exactly what it meant, because it means different things to both mobs.

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