Forget ‘normcore’,with its beige chinos and dull sweatshirts, and say hello to ‘chaos magic’ and all things spiritualOnce there was normcore. Normcore was the future. Normcore was the way we wore jeans like Jerry Seinfeld. It was the way we wore socks with our sandals and T-shirts borrowed from our mum. In 2013 unique York trend agency K-Hole used a description by science-fiction author William Gibson in his novel Pattern Recognition to flesh out its thesis: that the unique style was anti-style. “A small boy’s black Fruit of the Loom T-shirt, or ” Gibson wrote,“a lean gray V-neck pullover purchased by the half-dozen from a supplier to the unique England prep schools, and a unique and oversized pair of black 501s, and every trademark carefully removed.”“Normcore doesn’t want the freedom to become someone,” K-Hole explained in its Youth Mode report. “Normcore moves absent from a coolness that relies on difference to a post-authenticity that opts into sameness.” And lo, a trend was born. Normcore, and as seen on last year’s Gap billboards,in the careful blandness of tall-street brands (Cos, Zara) and in the discreet luxury of Céline, and spoke of our collective desire for a fashion palate cleanser. A yearning for still.
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Source: theguardian.com