I found this phrase in a 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.


I googled it and found 17 matches, which I do not trust entirely.
Also, can we use definitive article in front of the word "now"?
Does it sound natural?

  • Do you have the link to that article (edit it in)? It's obviously a very distinctive writer/columnist style.
    – user22427
    Dec 3, 2018 at 12:18

1 Answer 1


The phrase of the now means the same as the French au courant, that is, fashionable, contemporary in its style, having the very latest look, trendy.

In the world of trendy fashion, yesterday is ancient history.

Yes, we can say the now to mean "the present".

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