Normcore

Normcore is a style of deliberate, emphasised 'ordinariness' that arose in the 2010s as a reaction to fatigue with the chase for trends and showy chic. The name combines 'normal' and 'hardcore'. Normcore celebrates anonymous, universal clothing without logos or pretension: plain T-shirts, straight-cut jeans, hoodies, sneakers, windbreakers, basic sweaters in a neutral palette. It is the 'just like everyone' aesthetic taken to a philosophy: when you are so confident you need not prove anything with your dress. The image of Steve Jobs (turtleneck + jeans) and the characters of Jerry Seinfeld ironically became icons of normcore. Normcore is about comfort, function and freedom from the dictates of fashion. It is a quiet, anti-fashion manifesto in which the true luxury is being yourself and not trying to impress.