Normcore—it was funny, but it also effectively captured the self-aware, stylized blandness I’d been noticing. Brad’s source for the term was the trend forecasting collective (and fellow artists) K-Hole. They had been using it in a slightly different sense, not to describe a particular look but a general attitude: embracing sameness deliberately as a new way of being cool, rather than striving for “difference” or “authenticity.” In fashion, though, this 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, but transposed on a Cooper Union student with William Gibson glasses. […]
K-HOLE describes normcore as a theory rather than a look; but in practice, the contemporary normcore styles I’ve seen have their clear aesthetic precedent in the nineties. The editorials in Hot and Cool look a lot like Corinne Day styling newcomer Kate Moss in Birkenstocks in 1990, or like Art Club 2000’s appropriation of madras from the Gap, like grunge-lite and Calvin Klein minimalism. But while (in their original incarnation) those styles reflected anxiety around “selling out,” today’s version is more ambivalent toward its market reality. Normcore isn’t about rebelling against or giving into the status quo; it’s about letting go of the need to look distinctive, to make time for something new.
A simpler explanation is that this stuff is just the latest uncool thing that hipsters have made hip, and that the 90s are the new 80s.
(Though my own typical ensemble of a plain black t-shirt, bootcut blue jeans, black Vans slips and black Marmot rain jacket could easily be described normcore, and I justify it much the way the people interviewed for the story do)
(via Nathan Jurgenson)