Hardcore, softcore, normcore. Meet the new buzzword taking the fashion world by storm, one slouchy jersey t-shirt at a time.
Apparently, Millenials are fed-up with over-styled, pretentious fashion and are going back to basics with brands like Birkenstock and Uniqlo.
‘Normcore’ was coined by New York trend forecasters K-Hole, made a household phrase by New York magazine, and has now been adopted by Gap. When the term first popped up, the brand tweeted ‘We’ve been carrying your #normcore staples since 1969’. And now it’s splashed across billboards and TV ads for their autumn 2014 campaign.
Want to get in on the trend? All you need is a t-shirt, hoodie and a pair of jeans. Wow, you’re a natural.