The internet has been buzzing nonstop about the latest fashion trend for the young and hip: Normcore. The term, “Normcore” was invented by New York trend forecasting group, K-HOLE, and then later picked up by New York Magazine. The term essentially means ‘stylized blandness’ based on 1990s fashion. So, those mom jeans and shapeless fleece jackets from 90s are now haute for street style devotees. Our New York fashion photographers first started seeing this trend with the rise of the disheveled hipster look of Brooklyn hipsters in the 2000’s.
Every style or trend speaks to a point of view and normcore is no different. According to New York Magazine, the trend, “…exudes an attitude that embraces uniformity and manifests itself in ardently ordinary clothes. Mall clothes. Blank clothes. The kind of dad-brand non-style you might have once associated with Jerry Seinfeld”. This fashion mindset is a rebellion against the typical mantra of ‘I use my fashion to express who I am’. Normcore is all about looking like a ‘mindless sheep’. This trend actually falls right on schedule as most fashion trends resurface in a 20-year cycle and normcore basically celebrates the early 90s.
The reactions to normcore have been very polarizing. Many fashionistas are raging against this new fashion trend for 2014 while others are embracing it. Even on the couture side of fashion, labels like Chanel, are celebrating the mundane and held their AW14 runway held in a French supermaket. New York fashion photography is never a bore with all the changing trends and styles in the fashion industry. We can’t wait to see how this new trend will affect our fashion editorials for 2014.