THE NORMCORE AESTHETIC

The 90s is arguably the most notable period for fashion. From the grunge movement to the minimalist Calvin Klein 90s aesthetic that is still being replicated today. The normcore aesthetic, usually subjective to the 90s and the popular minimalist style that was of the times, this particular style is still being seen today in today's fashion and fashion trends.

Where did normcore come from?

The term Normcore first appeared in the 2013 report of trend forecasting group K-Holes first ever issue, “Youth Mode”. This trend forecast essentially puts it this way, “Normcore moves away from a coolness that relies on difference to a post-authenticity coolness that opts into sameness. But instead of appropriating an aestheticized version of the mainstream, it just cops to the situation at hand. To be truly Normcore, you need to understand that there's no such thing as “normal''. Essentially this asserts that normcore fashion is ordinary, following into a routine that is simple and customary.

“Normcore doesn’t want the freedom to become someone. Normcore wants the freedom to be with anyone. You might not understand the rules of football, but you can still get a thrill from the roar of the crowd at the World Cup. In Normcore, one does not pretend to be above the indignity of belonging.” — Youth Mode: (a report on freedom)

What is Normcore?

According to a Highsnobiety article, ‘From ‘Seinfeeld’ to Steve Jobs: What was Normcore & What Is It Now?” by Donovan Barnett, “Normcore is about authenticity. It's a rejection of extravagance. It's about subverting any notion of edginess”. Normcore is essentially minimalism that is subverted to bland, boring fashion. Trying to look like you just got out of bed without even trying to piece a outfit together, the aesthetic exhibits neutrality.

What does a normcore fit look like?

The term normcore as it implies is looking “normal”, but in a self aware stylized way that looks perfect as if it is planned out. A normcore fit may include but not limited to a good pair of basic blue wash denim jeans, preferably in a relaxed fit, white sports socks, a pair of new balance sneakers, a simple baseball cap, brands such as Patagonia, The North Face, or a Uniqlo fleece over a plain t-shirt or plain sweater. A notable figure to gain style inspiration from would be 90s style icon Jerry Seinfeld. Many of his 90s airport looks are for sure on many people’s Pinterest mood boards and reference photos.

90s fashion is described in today’s society as adrogyneous, a blend of male and female characteristics. In this sense, during the 90s men were seen wearing stereotypical women clothing, women were seen wearing traditional associated clothing that were associated with men, and neutral clothing was associated with neither gender. Essentially, that is what normcore is.

Big acts like Jerry Seinfeld in his baggy dad jeans and white sneakers or Steve Jobs in his signature black turtleneck and dad jeans is the perfect example of this style not just being a trend or an aesthetic but a lifestyle. Normcore weares do not distinguish themselves from others with their clothing, instead normcore is essentially a fashion concept where the wearer does not need to feel nor look special in order to belong to a certain group. Thus opting for a more consistent warbrobe that did not require too much energy nor thought, which in turn became universally accepted and adapted.

Look at Steve Jobs for example, from the year 1998 up to 2011, Jobs wore the same exact outfit, black turtle with dad jeans and white sneakers. Nothing out of the ordinary or alternative, just his classic fit that embraced plainness. With normcore you do not need to strive for uniqueness and or individuality. The clothing itself is gender neutral, thus unisex. Normcore, as it is understood, is about adopting the “normal”, plainness that is normcore.

Normcore Brands:

1. New Balance, first established in 1906, New Balance didn’t make its first sneaker until 1961. In the following year New Balance had become a notable brand that has become one of the most successful sneakers in the world. The brand has become the niche American sneaker brand and its coveted success has propelled. From the 70 and 80s to the 90s and present day, New Balance sneakers have their place in fashion.

2. Patagonia, founded by Yvon Choinard in 1957 has become a staple brand when it comes to apparel. In the 1970s Patagonia propelled to success and became the known brand as it is today for their environmental consciousness and responsibility. In present day, Patagonia is still a sought out brand and even though it is a bit pricer the brand does offer great quality and durability. Their garments are known for outdoor activities with sustainability in mind, however the brand has cultivated success in the fashion world and has set fashion trends. It was Patagonia that introduced the vibrant colors to mens sportswear and decades later it is still fashion forward.

3. GAP, most prominent in the 90s, GAP was founded in the 1960s. It was the gap between department stores and fashion runways making the brand an everyday clothing brand that catered to the masses. GAP was marketing classic clothing that today would be marked as plain but the marketing was so appealing it struck through the market. The clothing was nothing out of the ordinary and by the late 80s GAP had begun selling not just clothes but a lifestyle. The clothes that GAP sold were simple but recognizable which propelled them to success in the 90s. The brand did suffer a decline in the 2010s, however as the normcore aesthetic is making a comeback GAP has remembered. In present day, GAP is now in collaboration with Kanye West's YEEZY, in a 10 year partnership deal that includes a co-branded collection for women, children, and men.

4. Birkenstock, dating all the way back to 1774, Birkenstock began producing their flexible footbeds in the 19th century and later in the 20th century they began their athletic sandals. Birkenstock is known for their comfort and quality which has become ubiquitous to the brand as we know of it today. In present day, birkenstocks are still popular and have become popular with the normcore aesthetic as the brand is known for its simplicity and nonchalance.

5. Levis, a well renowned brand that is revered as the most iconic and recognizable brand in the world, Levis, like many other brands is the foundation of the normcore aesthetic. Levis jeans in particular gained popularity and thus became the central part of the Americana look. Between the 501’s, to the 511’s, Levis jeans will never go out of style as it caters to being classic while also being trend conscious. With the rise in popularity, and its classic straight leg fit, Levis jeans will never go out of style.