If Hollywood is breeding a new set of celebrities―the class we’d like to call anti-IT girls like Jennifer Lawrence, Emma Stone, and Shailene Woodley―fashion has normcore. The premise: to look as normal as possible.
But that’s the thing, normal is completely subjective. The past few months, the netizens have been buzzing around trying to define the new term. Is it the new hipster? Is it a trend? Where did it come from? Well, according to K-hole, a trend-casting group who coined the rather conspicuous term, “to be normcore is to blend into the crowd, to be unrecognizable from any other person”, or in their words, “the new order of blankness.” The way we see it, it’s not a trend. Because if it was, does that mean that looking normal is a trend? It’s more of an idea that turned into a real fashion movement: a sociological attitude, the anti-cool, the non-style, a palate cleanser, the desire to fit in rather than to be different but shining exactly because of that.
Maybe normcore came from the exhaustion of trying to stand out, or maybe it has been around all along and the fashion industry simply needed to pay it some attention. Is it real? That might be still up for discussion, but it doesn’t matter because somewhere between fashion shows and the street’s constant back and forth motion, it came. It is happening now, continuous and noticeable, whether we choose to call it that or not. Natasha Stagg from V Magazine said that that “the cycles of fashion are so fast and vast, it’s impossible to stay current, in fact, there is no one current.” At best, we can try to break it down for you.
Think plain tees, rubber shoes in its basic form, plain jeans, and ill-fitting button downs―the plainer, the better. Take the “ugly shoe” for example, why else would the Birkenstock seem so back and so cool all of a sudden? The answer is simple, it’s normcore.
Normcore doesn’t see the need to be flashy to make a statement. To back it up, a series of recent studies by Harvard Business School found that shop assistants and passers-by were found to perceive customers wearing tracksuits as more confident and likely to splurge in luxury stores than those in fine furs. Rich people do tend to dress below their income because there's no need to prove their wealth to anyone. The idea is easily to recognize the core of normalcy as IN.
Sometimes embracing sameness is the new definition of what is takes to be unique. It’s simply about being comfortable in your own skin, letting go of the need to be distinguished in a certain way to make time for something fresh.Think less look-at-me and more what-I-wear-is-none-of-your-business. Obviously we still have mixed feelings about this, but I guess we’ll have to see how this pans out from here. For now, take a look at our gallery for some totally #normcore pieces that scream perfectly basic.