Naff

Naff (pronounced naf)

(1) Unstylish; lacking taste; unfashionable, usually as “a bit naff”.

(2) As “naff around” or “naff about”, to goof off or fool around (now rare, perhaps obsolete).

(3) To decline a suggestion or request someone to depart (as naff off), once widely used as a journalistic euphemism.

(4) A kind of tufted sea-fowl.

(5) In slang, a range of uses, figurative and euphemistic.

1800s:  Naff has had quite a history.  It’s documented (1) (circa 1845) in slang as a noun meaning "female pudenda" which is though possibly back-slang from “fan”, a shortening of fanny (in the UK sense), circa 1940, meaning "nothing" in the slang of prostitutes' slang and (3) (circa 1959) as a verb, a euphemism for “fuck” in oaths, imprecations, and expletives (as in naff off) and (4) as a (1960s) adjective to convey "vulgar, common, despicable" or just generally “ugly or unattractive” which is said to have been used in 1960s British gay slang for "unlovely" and thence adopted into the jargons of the theatre and the armed forces.  There is one source which suggests it was gay slang for “heterosexual” but it’s undocumented; perhaps among them “unattractive” and “ugly” were synonymous on technical, if not aesthetic grounds.  In one sign of the times, in the early 1980s, the last days before deference finally died, the tabloid press generously reported Princess Anne (b 1950) had told a photographer covering an equestrian event to “naff off” rather than the “fuck off” she, apparently more than once, thought better conveyed her feelings.  He late father would probably have approved though it’s doubtful the Murdoch press will show the same restraint should ever the Duchess of Sussex be so expressive.

The use in the gay community and in entertainment circles is thought possibly from Polari. Brought to England by sailors, Polari is a distinctive English argot, examples of which appear in the record since at least the early seventeenth century.  Historically, it was associated with groups of theatrical and circus performers and in certain gay and lesbian communities and in those communities, some words still survive in their slang.  Although some of its later adoptions were influenced by other languages, most of the vocabulary was derived from Italian, either directly or through the Lingua Franca of Mediterranean ports.  The word was first recorded by researchers in the 1840s and was ultimately from Italian parlare (to speak, talk), source of the English borrowing “parle”.  Polari was also sometimes spelled parlary and pronounced puh-lahr-ee, par-lahr-ee, par·lya·ree, puhl-yahr-ee or pahrl-yahr-ee.

Naff does appear elsewhere but neither (1) the corruption of the Swiss/German surname Neff (perhaps brought to the Middle East by a Crusader or trader) or (2) the Arabic root from a word meaning “one who separates wheat from chaff” are thought to have any link to the use in English.  Naff is the adjective and (the rare) naffness the noun.  There are early (non-vulgar) twentieth century citations of naff as both noun-singular & plural but the form never caught on.  Still, it’s an adaptable word for those attracted: naff, naffness, naffer, naffism, naffology, naffest, naffhead, naffy, naffiest, naffinistic, naffstick, naffily, naffed, & naffing are all there to be used or constructed. 

Naff really is quite useful.  None of the vaguely similar words (kitsch, camp, rubbish, unstylish, clichéd, outmoded, inferior, tasteless) convey exactly the same meaning; there’s overlap with many but naff encapsulates nuances of all in a way no other word can.  It possesses a quality best understood by the distinction Susan Sontag (1933–2004) drew in her essay Notes on Camp (Partisan Review, 1964), between “a sensibility” and “an idea”.  Naffness seems a sensibility rather than an idea which lends itself to any precision in definition, a thing which can be sensed when encountered but not defined except in terms either so verbose or abstract as to not be helpful.

Being a sensibility, it’s a thing which can slur across time, some things once fashionable becoming naff and later (allegedly) ironic.