I found this phrase in the Vogue article:

His style, with its healthy punch of dork factor, is of the now in a way that is similar to Post Malone’s very self-aware, disheveled, sleazy look.

Isn't phrase "of the now" used with nouns, e.g. 'music of the now', 'artist of the now'? I googled it and found 17 matches, which I do not trust entirely. Does it sound natural to you to say "is of the now"?


1 Answer 1


It is an informal expression, used to refer to a current trend, fashion etc.

Now: informal

of the moment; fashionable.

  • the now look is street fashion.

(Collins Dictionary)

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