Normcore

Normcore is a unisex fashion trend characterized by unpretentious, normal-looking clothing.

"Normcore" is a portmanteau of the words "normal" and "hardcore". The word first appeared in the webcomic Templar, Arizona before 2009 and was later employed by K-Hole, a trend forecasting group, in an October 2013 report called "Youth Mode: A Report on Freedom".

As used by K-Hole, "normcore" referred to an attitude, not a particular code of dress. It was intended to mean "finding liberation in being nothing special." However, a piece in New York magazine that began popularizing the term in February 2014 conflated it with "Acting Basic", another K-Hole concept which involved dressing neutrally to avoid standing out. It was this sense of "normcore" which gained popular usage. The characters featured on the television series Seinfeld are frequently cited as exemplifying the aesthetics and ethos of normcore fashion.

The word was named runner-up for neologism of the year by the Oxford University Press in 2014.

"Normcore" was added to the AP Stylebook in 2016.

Normcore wearers are people who do not wish to distinguish themselves from others by their clothing. This is not to mean that they are unfashionable people who wear whatever comes to hand, but that they consciously choose clothes that are undistinguished – except, frequently, for a highly visible label to impart prestige. The "normcore" trend has been interpreted as a reaction to fashion oversaturation resulting from ever faster-changing fashion trends.

Normcore clothes include everyday items of casual wear such as t-shirts, hoodies, short-sleeved shirts, jeans and chino pants, but not items such as neckties or blouses. These clothes are worn by men and women alike, making normcore a unisex style.

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