Just one of the crowd

Is that you?

Is that you?

You might have spotted the hashtag #normcore on your feeds over the past few days, after New York Magazine wrote a piece about it (NORMCORE:Fashion for Those Who Realize They’re One in 7 Billion), Vogue, the New York Times (who think it is a big IN JOKE) and now the broasheets are getting in on the act. So what is NORMCORE?

1. Basically, it’s a trend. The name was coined by New York trend-forecasting collective K-Hole as a way of talking about being cool by blending in. 

2. In terms of fashion, it’s a reaction to peacock style – the look-at-me street style stars who dress up to get noticed. 

3. Basically normcore is 2014’s version of hipster chic – it’s the ultimate anti-fashion trend for cool kids. And it’s all about looking hyper-normal (hence the name). 

4. Essential pieces include ill-fitting jeans and tops, fleeces, turtle necks, orthopaedic-looking shoes and sliders with white sports socks, baseball caps and round, wire-rimmed glasses. 

5. Normcore poster boys and girls: Dev Hynes, up-and-coming music stars like Denai Moore, Jerry Seinfeld, a tourist or, maybe, your aunt.

In a nutshell this can be read as…

“Normcore moves away from a coolness that relies on difference to a post-authenticity that opts into sameness.”


“Self-aware, stylized blandness.”

Think of the following descriptions: “A small boy’s black Fruit of the Loom T-shirt, a thin gray V-neck pullover purchased by the half-dozen from a supplier to high schools, and a new and oversized pair of black 501’s, every trademark carefully removed.” Or “Uniqlo khakis with New Balance sneakers or Crocs and souvenir-stand baseball caps.” A hipster from Curtain Road in Shoreditch? A tourist? A student? Somebody normal. One in a million? Or the other 999,999.



In fashion terms, normcore is all about anonymous, detail-free design. It’s a barely audible style that suggests ingrained authority and inner confidence and is a direct result of a season of big bold prints and labels upon labels all over the web, the catwalks and celebrities.

Clothes that meet the “normcore” description are mainly sold by large fashion and retail chains such as Jack & Jones, Superdry, Esprit and Abercrombie & Fitch. They are generally cheaply produced in East Asian countries. Many other retailers such as Marc O’Polo, Woolrich, Desigual, Closed and Scotch & Soda produce normcore-like clothes combined with individual design ideas. So time to go shopping to look as normal as possible.

As average as can be

As average as can be

London-based Alice Goddard has been listed as one of those paving the way for the trend with her stylings in Hot and Cool Magazine, and you can see why.

Alice Goddard

Alice Goddard

How I see Normcore, is that is is not about wearing a bland uniform, it is about individual identity, and being able to wear the same outfit, or pieces as someone else and not losing who you are. There is that whole nightmare scenario of going to a wedding and seeing someone in the same dress. The Horror! The Normcore mentality is that it is not only okay to look like, or dress similarly to other people, but actually welcome it. You belong, because you have overlap.

It doesn't get more Normcore than ripped jeans and an oversized grey sweatshirt

It doesn’t get more Normcore than ripped jeans and an oversized grey sweatshirt

Welcome to fashion, 2014 – where normal is the new cool.


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