In just over a year, Health Goth has gone from a #hashtag to a fashion movement. It started when Mike Grabarek and Jeremy Scott (the boys behind Portland's R&B act Magic Fades, not Moschino's main man) along with DJ Johnny Love, noticed a Tumblr-to-IRL trend that fetishised a certain school of net art: monochrome, dark electronica and a hardcore attitude towards positive living i.e. eat well, keep healthy. Declaring it 'Health Goth', they started a now cult Facebook page and watched the likes flood in ever since. 

Thanks to an article in Marie Claire and celeb fans like Rihanna and Kylie Jenner, Health Goth has hit the mainstream (to the annoyance of the core community who like to keep things niche and h8 second wave followers), so we think it's time for you to get to know this season’s Normcore.