Normcore
aka Basic-core, Plain-style
"The art of blending in"
A unisex fashion trend characterized by unpretentious, average-looking clothing. It finds liberation in being nothing special.
Atmosphere
The sensory world of Normcore
Suburban streets, supermarkets, airports
Philosophy
Freedom in sameness
Who Lives Here
The character archetypes that embody Normcore
The Tourist
The Average Joe
What It Rejects
Normcore exists in opposition to:
Trend-chasing
Luxury signaling
Daily Rituals
The practices and behaviors that define this way of living
Buying basics in bulk
Choosing comfort over form
Origin
Coined by the trend forecasting agency K-HOLE in 2013 as a reaction to the hyper-individualism of hipster culture.
Era
2013-2016 (First wave)
Regions
New York, London, Global Urban Centers
Trend Score
Key Elements
Key Garments
- •Straight-leg jeans
- •Grey hoodies
- •White crew socks
- •New Balance sneakers
- •Baseball caps
Silhouettes
- •Standard fit
- •Boxy
- •Relaxed
Color Palette
Intentionally unremarkable and neutral tones
Primary Colors
Secondary Colors
Accent Colors
Key Brands
Materials
Cultural Context
Anti-fashion, finding comfort in the mundane, post-ironic style