Drag has a huge presence at Subculture, where queens act as hosts and perform between musical acts. At Heart Destroyerz, Venus Black ripped herself out of a pink mesh ensemble for enthusiastic crowds at the Underground Stage.
Party-goers took Euphoria-style makeup to the next level by painting graphics, shapes, patterns and words on their faces. Many were inspired by the evening’s theme, Heart Destroyerz. “Subculture is a place for people to enjoy the spectrum of human experience, style and identity, by way of sonic art,” says Starmax, a musician and record label owner.
One of the defining characteristics of the hyperpop sound is the harsh juxtaposition of genres. Given the popularity of mismatched patterns at Subculture, it feels safe to say that “power clashing” is also a staple of hyperpop fashion.
One of the hallmarks of Subculture is their commitment to booking up-and-coming and underground artists. Hyperpop fans go to see the artists they love, as much as they do to be exposed to new acts. “I often get introduced to new music there,” says Umru, a PC Music-signed producer and Subculture regular who is known for his work with Charli XCX.
“People often come in group looks. There are always little subcultures within Subculture!” says co-founder Tyler Shepherd. This crew of pastel goths was one of many aesthetic cliques turning heads at the party.
Bug (left) is a regular at Subculture’s L.A. club nights.
“It was the first time you got to see the goth and alternative scene revive itself after the early 2000s,” says Tigre Ferguson, who has been attending Subculture since it began in Orange County in 2018. “In the O.C. there weren’t that many of us, but I’m so happy they expanded to L.A., because, I mean… just look around! We’re everywhere!”
Not everyone who attends is a fan of hyperpop. A good portion of the turnout is there to forge creative connections. “I’ve met most of my fans going out to events like this,” says an artist who goes by NC7TEEN. “At Subculture, a very nuanced group of genres is being cultivated.”
Internet culture shaped the unlikely blend of references in the outfits at Subculture, where everyone looked like a walking version of a Tumblr blog. “Fashion trends have been accelerated by 1 million miles an hour, so we see looks come together which have like 18 different vibes in one,” Shepherd says.
Umru (pictured) is a fan favorite at Subculture. During his closing set, he managed to catch the audience by surprise with each new track, moving from a Destiny’s Child remix into hard techno.
High sensory textures were all the rage at the Subculture rave, where fur and fuzz were in abundance. The influence of anime and Japanese fashion was also everywhere. At times, it looked like a petting zoo in Harajuku.
The Simple Life meets Midsommar meets Electric Zoo meets Doja Cat’s “Mooo!” These are the perfect Subculture outfits, as far as I’m concerned. No notes.
“I’m very vulnerable rn if any bad bitches want to take advantage of me” wins second place for best t-shirt of the night. The gold goes to someone in a shirt that had the words “BLOW JOBS ARE REAL JOBS” written on it in Sharpie.
Many fans of Subculture were introduced to the party on Zoom during the pandemic. “I think there is a subset of people who maybe wouldn’t be comfortable going to another club or concert, but who come to Subculture,” says Umru. “After experiencing it online, they know they are free to be themselves.”
“Nightlife can be scary. People are getting messed up, it’s chaotic, it’s intimidating,” says Alice Longyu Gao, a hyperpop pioneer who often plays Subculture. “But at Subculture, I always know that I am entering a safe and sweet space.”