You may have seen the name ‘normcore’ floating around in relation to fashion trends and wondered what in the world it’s about (you also may have thought you couldn’t care less). I think I was in the not-caring camp until I saw some examples of what this trend looks like and realised it’s exactly what I’ve been striving to turn my wardrobe into for the last year.
The Guardian describe it in opposition (and relation) to the ‘hipster’ look of beards, plaid, and tight pants. Judging from the people I’ve seen that have adapted this look, I’d say there’s some truth to that. The ‘original’ hipsters will have seen their style hijacked and diluted by mainstream culture, and now they’ve moved on to a simpler, more understated look as a reaction. I confess to having been called a hipster a time or two, but I’ve been in love with this look because I think it’s classic, timeless, and well-presented. It looks effortless, yet also looks like you could be the curator of a gallery or a journalist for a design magazine. It doesn’t try too hard.
Vogue call it “anti-style,” as though one dresses to be as bland as possible, but I see it as style boiled down to its essence. Writing I’ve seen about this trend attempts to make it more than it is. The trend agency K-hole wrote that, “Normcore doesn’t want the freedom to become someone. Normcore moves away from a coolness that relies on difference to a post-authenticity that opt into sameness.” I think this is getting a bit cerebral about it, to be honest. It’s right that it’s moving away from “coolness,” but I’m not sure that it’s moving towards uniformity.
Anyway, the look is about placing simple pieces together in neutral colours. If you’re thinking of trying it out for yourself, over for oversized boyfriend cuts. It’s slightly androgynous, so it won’t be for everyone. What do you think?