Normcore

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Normcore is a Unisex - fashion trend , which is characterized by low profile, average clothing. The term is a suitcase word from the English words normal and hardcore (German literally "hard core") and was coined by a US marketing agency.

Origin of the term

The word first appeared in the webcomic Templar, Arizona and was used in 2013 by the trend agency K-HOLE in their text Youth Mode: A Report on Freedom . At K-HOLE, Normcore does not primarily mean a fashionable code, but an attitude that instead of individualization and distinction focuses on adaptability, social belonging and normality. Freedom is expressed in not having to be anything special. Only when the term was popularized by the American feuilleton did the aspect of fashionably inconspicuous clothing come to the fore.

Fashion

As normcore clothes are everyday casual -Kleidungsstücke as T-shirts , short sleeve shirts, hoodies , jeans - or chinos . These dresses are worn by men and women alike. Elements such as ties or blouses are not part of the normcore style. “Normcore wearers” are not people who are not interested in fashion and who wear whatever they want, but rather they consciously buy inconspicuous clothes that are supposed to convey prestige via clearly visible labels . Normcore is interpreted as the reaction of customers who turn away from fashion at all because of the oversaturation caused by ever shorter-term changes in fashion trends.

Normcore is primarily associated with major international mainstream manufacturers such as Jack & Jones , Superdry , Esprit and Abercrombie & Fitch . Manufacturers close to normcore who combine mainstream garments with their own creative ideas include Marc O'Polo , Woolrich , Desigual , Closed and Scotch & Soda .

Individual evidence

  1. ↑ a b c d Jeroen van Rooijen: " The middle splendor:« Normcore », the current fashion trend, is above all one thing: inconspicuous and without magic ". Neue Zürcher Zeitung of May 31, 2014, p. 26
  2. ↑ Youth mode. A report of freedom. In: K-HOLE. Retrieved April 1, 2020 (American English).
  3. ↑ Peter Praschl: "Normcore": The new hipster trend is unbearably complacent . In: The world . April 15, 2014 ( welt.de [accessed April 1, 2020]).
  4. ^ Dazed: Everyone's getting normcore wrong, say its inventors. March 5, 2014, accessed April 1, 2020 .