The term normcore first appeared in public awareness in an article written by Fiona Davis For New York Magazine which the author describes as “That a surprising new trend of embracing similarities on purpose rather than striving for differences. Meanwhile, according to Jeremy Lewis, publisher and editor Garmento Magazine, an advocate of Normcore and the most cited “authority” in normcore, that is “is one aspect of the growing anti-fashion sentiment.” “This is a very flat look, very understated and about the idea that one doesn’t need their outfit to make a statement.” further explained by Lewis.
K-Hole, the trend forecasting group credited for coining the term, on the other hand, uses it not to label a particular fashion style but the prevailing sentiment of “deliberately embracing similarity as a new way to be cool, rather than fighting for difference or authenticity.”
What exactly is normcore?
Normcore is not rebellion against fashion, nor is it rebellion against the status quo. It’s more about being indifferent to the need to appear unique or original. It is a collective non-committal commonplace or abandonment of indicators of fashion, luxury and diacritical style. Instead it’s all about looking cool and relaxed with a 90s twist and an athletic feel.
Nomcore pursues the flexibility that comes from non-exclusivity. A normcore person finds freedom in being ordinary and celebrating normalcy. Normcore can even be aligned with developing slow mode motion because these non-fashion trends seem to point to a decline in fashion overconsumption: the endless and excessive buying of the latest fashion designs fresh off the catwalk or even off the shelves.
Considered the best examples of normcore proponents are Steve Jobs and his black “uniform” turtleneck and blue jeans; American comedian Jerry Seinfeld’s father fashion style – baggy jumpers, beanies, jeans, white Nikes; stylist Alice Goddard’s simple skirt, sneakers, and T-shirt; and of course, Garmento’s Jeremy Lewis with “very plain” khaki fashion styles, New Balances, and North Face Fleece.
How to do normcore
Those who favor chinos, T-shirts, khakis or plain jeans, sneakers or other comfortable shoes are advocates of normcore whether they know it or not. Some of the basic elements of the normcore trend are:
- Comfortable jeans
- Sports pants
- Gray marble
- Birkenstocks sandals, shoes & clogs
- Cotton t-shirt
- Teva shoes and sandals
- baseball socks
- white socks
- Bucket or baseball hat
- Flannel shirt
Norm in Australia
Uniqlo Japan, whose goods are mostly normcore goods, recently opened in Melbourne. According to Kate Evans, public relations and events manager for Uniqlo Australia has a “a philosophy called ‘living clothes’ – clothes that everyone can easily fit into their lives.”He added that “People are looking for more simplicity.”
Other fashion brands in Australia have started supporting normcore, especially junior brands. They believe that many younger customers are becoming more inclined toward the relaxed, simple style of dress typically seen in the older generation.