Spend enough time watching TikTok videos from Melbourne and you’re likely to come across the term ‘Naarmcore’.
In contrast to the ‘cottagecore’ look and lifestyle that some attribute to traditional, Victorian-inspired cottage-like dresses and the whimsical ‘fairycore’ inspired by its fantasy character, ‘Naarmcore’ is a trending term being used. To describe a particular style commonly seen on the streets of Melbourne.
Popularized by Tik Tok, ‘Naarmcore’ uses the traditional Aboriginal name for Melbourne, Naarm, to describe a street style. Puffer jackets, cargo pants, hiking boots and beanies are staples of the look.
But since its popularity, some First Nations people have begun to express their disapproval of the trending term, saying Na’Rm has now become detached from its meaning.
Aboriginal fashion label The Gaps, a social enterprise that celebrates Aboriginal people and culture, last week wrote a letter explaining why it was putting the term “in the trash” and urging others to follow suit.
“We love it when people change the name of a place to the traditional language. It makes Aboriginal peoples visible and heard and it’s a word of truth that needs to happen in this country,” said a statement from the Aboriginal company – led and majority Aboriginal-owned.
But the group says “real colonial experiences” need to be deeper and deeper than what Melbourne, NAARM calls it.
“If we take the time and effort to understand the history and meaning behind Aboriginal languages and places, we can de-colonize ways of thinking and acting.
“Using an Aboriginal language to fit a trending aesthetic removes 65,000 years of history and the depth of Aboriginal cultures, languages and practices.”
As defined by the group in its manifesto, Naarm (also spelled Nairm, Narm) belongs to the Woiwerrung and Boonwerrung language groups as part of the wider Kulin nation.
Naar is also a place name. It’s not your little fashion moment.’
said Tariq Ismat, a Pakistani and Aboriginal model and content creator. The food He was pleased with last year’s move by Australia Post to allow it. Gomeroi woman Rachael McPhail after the campaign.
“Sometimes even the smallest representatives are enough.”
But he said the term ‘Naarmcore’ had lost its true meaning as it was so far removed from its origin.
The 21-year-old said the name Naarm came up in conversations to describe something “very Melbourne”.
“Our culture is still here, but now you’ve turned it into this aesthetic, which completely takes away from the real thing,” he said.
In his Tik Tok video, which is now nearing 100,000 views, he says, “The problem is that people are using NAR because they have made the blanks smaller. [instead of Melbourne]But this is not enough.”
“Naar is also a place name. Not your little fashion moment” instead naming Black-owned businesses that provided a true representation of ‘Naarmcore’.
Another Tik Tok user shared a video expressing her concern over how her name was called.
“Don’t get me wrong, I think it’s great that everyone uses Naarm beyond Melbourne…but can we kindly take that word back and not recognize it as an Aboriginal place name?” She said.
“Now Naarm seems more aesthetic than a place name.
“Are we the type to redefine Naarm for white beauty?”
Mr. Ismat said he is happy to help others understand why the word is being misused, but wishes others would take more caution and initiative.
“There are a lot of resources out there. I’m sure people hear this a lot, but Google is free.”
