New York trend forecasting agency K-Hole coined the term ‘normcore’ last year but I think they must’ve been in a k-hole at the time or rather wish they were in one now. The term is supposed to signify a ‘move away from a coolness that relies on difference to a post-authenticity that opts into sameness’ but it has become exactly what it is supposed to be rejecting, especially within fashion where people are deliberately dressing #normcore!! That is not the point. Surely having items that are a sort of normcore uniform (beanie hat, straight leg Mum jeans and trainers) is actually going against what the initial idea of normcore was, which was for people to just be themselves without trying too hard to be cool.
Normcore is stupid and needs to be stopped in its tracks before it spirals out of control and we accidentally put the old woman from down the street in the ‘style hunter’ pages of Grazia because she is wearing the same black roll-neck and jeans that she has worn every winter since the 80s. This whole idea has probably forced Anna Della Russo’s frown to break through her Botox!
Normcore has lost its intended meaning, it’s not a thing, a fashion movement or even a trend…it’s nothing! Since when has anyone actually gone to the effort of looking as if they have made no effort? It seems pretty pointless to me to actually consciously decide to look, ergh…can’t even bring myself to say the word… normal. Why would anyone want to be normal?!
Its a bit like sitting on the fence, its just not very confortable. Or actually could this be what its all about? Comfort? Comfort clothing! A rejection of the imposed fashion trends and the innate desire to be cool and make a statement that has exhausted us for so long now, that we just yearn to just pull on a pair of jeans and an unbranded t-shirt because we don’t care anymore.
But surely all of us do this anyway? Either you’ve dressed up to go out and make a fashion statement or you’ve just popped out to get a pint of milk. You cannot tell me that my corner shop look is actually a normcore fashion statement.
Normcore shouldn’t be a fashion trend and it shouldn’t be photographed as a street style revolution because as far as I know it’s always been around. Have we really run out of new trends to discuss that we are looking to make boringness a thing?
Ok rant over. Now please join me in my rebellion against normcore.
By following my 7 glitter-coated fashion rules…
Rule Number 1: Too Much is Not Enough
Hat by Twinks Burnett*, Clutch: Mawi, Dress: Vintage, Platforms: Topshop
Rule Number 2: When in Doubt Add Another Accessory
Dress: Topshop Unique, Clutch: Mawi, Sequin bag: Reiss, Handbag: Prada, Shoes: Dolce and Gabbana, Headband: Topshop, Earrings: made by Me!
Rule Number 3: Always be Weather Appropriate
For when it rains…Jelly Shoes: Sophia Webster, Mac: Maxmara, Umbrella: Iva
And for when the sun comes out…Hat: Malene Birger, Swimsuit: Vintage M&S, Hi-Tops: Manoush
Rule Number 4: Colour Block Rocks
Top: Topshop, Trousers: Sportmax, Sunglasses: Joke Shop
Rule Number 5: Be Occasion Themed
So when you are going to play tennis, make sure everyone knows you are going to play tennis.
Top: Topshop, Skirt: River Island, Trainers: Nike
And when you are going to a funeral, make sure everyone knows you are going to a funeral!
Hat: Joan Biggs, Dress: Asos, Shoes: Bally
Rule Number 6: Always Buy Easy to Match Accessories
Dress and Matching Backpack: HORACE, Sandals: Shakuhachi
Rule Number 7: A Hat Fixes Everything!
Hat by Twinks Burnett*, Dress: Roberto Cavalli, Trainers: Nike
*Check out the amazing Twinks Burnett at www.twinksburnett.com