Guggenheim
nemesis

Nemesis is a consultancy and think tank founded in 2017 by Emily Segal (b. 1988) and Martti Kalliala (b. 1980) that works out of Berlin, Helsinki, and New York. It produces its own multidisciplinary research on questions related to fashion, urbanism, technology, design, and language.

Emily Segal was one of the founders in 2010 of the K-HOLE group, described by Vogue as “pop culture’s favorite trend forecasters.” In 2014, this collective popularized the term “normcore,” a basic style of dressing. The term met great enthusiasm in the fashion world. But who decides “what to wear” and “what not to wear”? What is a trend, and what isn’t?

Martti Kalliala is an architect and also a musician with a long career in electronic music under various aliases. He is a member of the successful duo Amnesia Scanner.