This week, was all about Normcore, ergo this week’s Big New Thing In Fashion. Suddenly everyone’s talking about it and apparently everyone’s doing it. But what is Normcore? Here are the five things you need to know…
1. Normcore was defined by a trend forecasting agency as "embracing sameness, rather than striving for 'difference'. Think Think Gap chinos, Uniqlo tees and Blue Harbour fleeces, you know, tourist-chic. Kinda.
2. Normcore even has its own version street style Namely, unsuspecting locals snapped on Google Streetview while buying milk from Costcutter on a Saturday morning. We'll say it before you do. Ridiculous.
3. The truth is, it’s based on the 90s aesthetic Experts cite Corinne Day styling Kate Moss, 90s sitcom star Jerry Seinfeld and New Kids on the Block as muses. We cite Mel and Sue from GBBO who have long championed the look with their off brand blazers and generic striped shirts.
4. The devil’s in the detail Namely high street brands - New Balance trainers, Mom jeans from Topshop and fleeces from M&S.
5. It’s best treated with a pinch of salt Which is why we’ve expanded the look to Normcore Food (prawn mayo sandwiches from M&S), Normcore Music (Bastille, gods of MOR) and Normcore Beauty (unsubtle highlights, non-dyed hair and ‘feathering’).