Photo of Normcore Fashion: Average is the New Cool

Normcore Fashion: Average is the New Cool

Picture a Boston girl wearing thrift store acid-wash jeans, a T-shirt emblazoned with “Nike”, white Louboutin pumps and a black Celtics hat. She is the embodiment of the fashion trend “normcore.”

Trend forecasting collective K-Hole defines this as “embracing sameness deliberately as a new way of being cool, rather than striving for ‘difference’ or ‘authenticity’.” This means a hodgepodge of brands and styles that defies traditional labels- not grunge, not preppy, not goth- just normcore.

Millennials may be catching onto this trend in their 20s, but Gen Edgers (or those born after 1995) are adapting this trend in their formative years – the years that will define their generational personalities.

What does this mean?

Edgers are bringing authenticity to a whole new level. It’s not a statement, not a youth culture movement, or a rebellion. They know they’re different, they know you see it and they feel there is nothing to prove (#nomakeupselfie). The bottom line: Should this trend see some longevity marketers will need to make major strategy adjustments to appeal to this new normcore consumer.