Normcore: How Hipster Narcissism Managed to Take an Ugly Turn

Never heard of this, actually, lol!

At NYT, "Normcore: Fashion Movement or Massive In-Joke?":

A little more than a month ago, the word “normcore” spread like a brush fire across the fashionable corners of the Internet, giving name to a supposed style trend where dressing like a tourist — non-ironic sweatshirts, white sneakers and Jerry Seinfeld-like dad jeans — is the ultimate fashion statement.

As widely interpreted, normcore was mall chic for people — mostly the downtown/Brooklyn creative crowd — who would not be caught dead in a shopping mall. Forget Martin Van Buren mutton chops; the way to stand out on the streets of Bushwick in 2014, apparently, is in a pair of Gap cargo shorts, a Coors Light T-shirt and a Nike golf hat.

Regardless of how insular the concept may be (Stop the presses! People are dressing in normal clothes!), the idea has spread far beyond the 718 area code. A Google search of normcore now yields about 559,000 results. Fashion publications like Lucky have offered normcore shopping guides brimming with velour pants and Teva sandals. Even the French were quick to give “le normcore” a kiss-kiss on both cheeks, as if it were the Jerry Lewis of American style trends.

A style revolution? A giant in-joke? At this point, it hardly seems to matter. After a month-plus blizzard of commentary, normcore may be a hypothetical movement that turns into a real movement through the power of sheer momentum.

Even so, the fundamental question — is normcore real? — remains a matter of debate, even among the people who foisted the term upon the world.

The catchy neologism was coined by K-Hole, a New York-based group of theoretically minded brand consultants in their 20s, as part of a recent trend-forecasting report, “Youth Mode: A Report on Freedom.” Written in the academic language of an art manifesto, the report was conceived in part as a work of conceptual art produced for a London gallery, not a corporate client.

As envisioned by its creators, “normcore” was not a fashion trend, but a broader sociological attitude. The basic idea is that young alternative types had devoted so much energy to trying to define themselves as individuals, through ever-quirkier style flourishes like handlebar mustaches or esoteric pursuits like artisanal pickling, that they had lost the joy of belonging that comes with being part of the group. Normcore was about dropping the pretense and learning to throw themselves into, without detachment, whatever subcultures or activities they stumbled into, even if they were mainstream. “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,” the report read. The term remained little more than a conversation starter for art-world cocktail parties until New York magazine published a splashy trend story on Feb. 24 titled “Normcore: Fashion for Those Who Realize They’re One in 7 Billion.” The writer, Fiona Duncan, chronicled the emergence of “the kind of dad-brand non-style you might have once associated with Jerry Seinfeld, but transposed on a Cooper Union student with William Gibson glasses.” An accompanying fashion spread dug up real-life L-train denizens rocking mall-ready Nike baseball caps and stonewashed boyfriend jeans without apparent shame...

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