Normcore (fashion)

Normcore is a fashion trend that began to be seen in clothing around 2014, and in the following few years, it became quite popular. In fact, in 2016, “normcore” was a contender for Oxford English Dictionary’s Word of the Year. Fashion trend guides raced to identify the particular style that made normcore what it was, and clothing manufacturers sought to capitalize on the easy-to-wear clothes people wanted to buy to fit in with the trend.

Although it has changed somewhat in the years following its debut, the essential elements of this fashion statement have remained the same. It involves wearing clothing a “normal” or average person might wear for comfort and function. At its heart is functionality, classic low-key branding, and nostalgic elements that echo the ease and simplicity of 1990s fashion.

Brief History

The name given to the fashion movement of Normcore is generally attributed to a New York-based fashion trend-forecasting agency, K-Hole. The founders Greg Fong, Sean Monahan, Emily Segal, Chris Sherron, and Dena Yago use sarcasm and parody to report on the latest trends of young fashion consumers. In 2013, the agency published a report titled “Youth Mode: A Report on Freedom,” in which the term “normcore” was used extensively to describe a style that appeared mainstream and average, as opposed to other trends that stood out as different. It argued that there was no such thing as a normal style, so normal was, in fact, unique. It is thought that the writers and editors originally meant this as a witticism to challenge the bold and over-the-top fashions of the time.

However, the first published use of the term “normcore” was in 2008 by cartoonist Ryan Estrada in a web comic titled “Templar AZ” in which the term described a subculture of people in a city who wore ordinary jeans and t-shirts that were three years behind in fashion trends and considered this look to be their signature style. The writers at K-Hole did not directly attribute the term to Estrada, claiming they heard the term used in general elsewhere when asked where it came from. After K-Hole’s article came out, Estrada wrote an article in response titled “I’m Sorry, I Accidentally Invented Normcore,” which explained why linguists claimed he invented the word and the evolution of the style designation to the tongue-in-cheek use by K-Hole.

Nevertheless, the term caught on with consumers and the fashion industry, seemingly because most people actually did not want to stand out in a fashion crowd. In a sense, normcore made looking ordinary cool and provided consumers with a certain sense of fashion freedom. This freedom did not require a person to look special or different to express their individuality.

Fashion trends of the mid-2010s leaned toward defining looks with conspicuous branding, and normcore was the complete opposite. In 2018, the esthetic of “tourist chic” and “Dad style” was born of normcore. These styles followed the same basic tenets of practical and comfortable clothing that were considered past fashion, or never in fashion, with young people.

Overview

Although normcore could be defined as simply a “normal” style, there is more depth to the mindset behind it. After all, there is no set definition of what exactly is “normal,” and that is where the freedom of expression lies. Normcore could better be defined in the context of anti-fashion, in which the lack of identifiable fashion is what makes it unique. The wearer of normcore fashion is meant to feel like themselves: comfortable, casual, and able to do anything in the clothing, unhindered by the confinements of a particular style.

Normcore, though, is also intentional; it is not simply throwing on whatever clothes are easily at hand. It involves crafting a look to seem effortless and unconcerned with the current style. Athleisure wear, which combines the athletic look with the comfort of leisure clothing, is often seen in normcore styling. A typical outfit might involve white sneakers, white sport socks, a soft knit plain shirt, classic fit or relaxed jeans, a fleece sweatshirt, and a baseball cap. Vintage clothes from the 1990s that fit these parameters are also usually associated with normcore.

The style also embraces an anonymous branding approach, which is in stark contrast to many fashion trends that focus on highlighting particular on-trend brands. The California-based clothing manufacturer American Apparel became a front-runner of normcore fashion through its athletic wear that did not feature a discernible brand logo on the outside of a garment. Other branding trends of normcore include nostalgic vintage brands that have functional appeal, such as New Balance sneakers, Patagonia fleece, or Birkenstock shoes.

One style icon that normcore adherents often look to is Jerry Seinfeld. The 1990s sitcom star was wearing normcore before it was cool. His on-screen esthetic included simple jeans, polo shirts, t-shirts, sneakers, sweaters, and fleece sweatshirts, embracing a comfortable utilitarian go-anywhere style that was neither overly formal nor overly casual. Another major figure in the Seinfeld comedy, Larry David, was also known to wear his signature running shores, baseball caps, and khaki pants just about everywhere.

Steve Jobs is another public figure normcore followers point to as a model. He usually wore the same outfit: a black turtleneck, jeans, and sneakers. He claimed to have a closet full of the same clothes so he would never have to waste time choosing an outfit. His all-purpose normcore look allowed him the freedom to spend his time thinking about things other than what he was going to wear for the day.

Not every fashion guide promoted the acceptance of normcore style. Men’s journal GQ condemned the trend with a 2014 article titled “10 Reasons You, Normcore Guy, Are an Idiot.” This article took the stand that it was a made-up word to describe an annoying trend of trying to be fashionable without looking like that was the goal. Other fashion influencers also joined in the backlash, with many proclaiming the normcore esthetic to be dead. However, critics struggled to identify what styles embraced normcore and what was simply practical clothing that people wore regardless of any particular style. By the mid-2020s, normcore had entered its normcore 2.0 era. Normcore fashion in the 2020s included a focus on sustainability, inclusivity, quiet luxury, and timeless fashion staples. Normcore fashion remained an avenue for stocking one's wardrobe with pieces of quality and comfort while avoiding trends.

Bibliography

Barnett, Donovan. “Normcore's Influence is Still Alive and Well in 2024.” Highsnobiety, www.highsnobiety.com/p/what-is-normcore. Accessed 9 Jan. 2025.

Cleaver, Sarah. “The Beyond Retro Guide to Normcore Fashion.” Beyond Retro, 5 Jan. 2024, www.beyondretro.com/blogs/news/the-ultimate-guide-to-normcore-fashion. Accessed 9 Jan. 2025.

Duncan, Fiona. “Normcore: Fashion for Those Who Realize They’re One in 7 Billion.” The Cut, 26 Feb. 2014, www.thecut.com/2014/02/normcore-fashion-trend.html. Accessed 9 Jan. 2025.

Estrada, Ryan. “I’m Sorry, I Accidentally Invented Normcore.” Medium, 22 Nov. 2014, medium.com/@ryanestrada/im-sorry-i-accidentally-invented-normcore-42e4f34732af. Accessed 9 Jan. 2025.

McKinney, Kelsey. “9 Questions You’re Too Embarrassed to Ask about Normcore.” Vox, 16 Apr. 2014, www.vox.com/2014/4/16/5613542/9-questions-youre-too-embarrassed-to-ask-about-normcore. Accessed 9 Jan. 2025.

“Normcore: The Anti-Fashion Movement That's Redefining Cool.” The Seldon, 20 Sept. 2024, www.theseldon.com/p/normcore-the-anti-fashion-movement-that-s-redefining-cool. Accessed 9 Jan. 2025.

Richardson, Marc. “What Is Normcore?” Grailed, 19 Jan. 2022, www.grailed.com/drycleanonly/what-is-normcore. Accessed 9 Jan. 2025.

“Youth Mode: A Report on Freedom.” K-Hole, Oct. 2013, khole.net/issues/youth-mode. Accessed 9 Jan. 2025.

Zaleski, Luke. “10 Reasons You, Normcore Guy, Are an Idiot.” GQ, 27 Feb. 2014, www.gq.com/story/normcore-fashion-is-for-idiots. Accessed 9 Jan. 2025.