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Trend To Try: Normcore

The antithesis of fashion, the Normcore trend is making waves on the style scene. Introduce its carefree aesthetic into your wardrobe, with a little help from Style Insider

Normcore, the amalgamation of ‘normal’ and ‘hardcore’, is a term to add to your fashion dictionary. Coined by New York agency, K-Hole, it defines the new anti-style trend characterised by nondescript, unpretentious clothing.

The new normal, Normcore is a reaction to the oversaturation of ever-changing trends as well as a tie-in to the fashion world’s current penchant for the ‘90s. Street style stars are no longer clamouring to be noticed for their individuality. In fact, quite the opposite, as embracing sameness is the new way to stand out.

Underpinned by straight leg jeans, plain jersey tees and sweatshirts, the Normcore trend is refreshingly down-to-earth. Both comfortable and functional, be sure to introduce a well-considered line of basics into your wardrobe to avoid tourist/student resemblances. Accessorise with slider sandals, sneakers, baseball caps and backpacks, and remember the plainer the better.

For style you don’t need to shout about, look to brands such as Helmut Lang, Theory, The Row and Nike. Seen across the board at the AW14 shows, this is a trend that will take you comfortably into next season.

The trend is most commonly sported by off-duty models, fashion editors sat front row and actresses on airport runs. We love Candice Swanepoel’s khaki parka and Kate Bosworth’s checked shirt and marled tee combo (see gallery above).

Embrace Sneaker Culture this summer.

Shop the Normcore trend below.

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