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NY Magazine:

Sometime last summer I realized that, from behind, I could no longer tell if my fellow Soho pedestrians were art kids or middle-aged, middle-American tourists. Clad in stonewash jeans, fleece, and comfortable sneakers, both types looked like they might’ve just stepped off an R-train after shopping in Times Square. When I texted my friend Brad (an artist whose summer uniform consisted of Adidas barefoot trainers, mesh shorts and plain cotton tees) for his take on the latest urban camouflage, I got an immediate reply: “lol normcore.”


What is normcore? Normcore is "art kids" and "downtown girls" dressing like "middle-aged, middle-American tourists," in "[m]all clothes" and "[b]ank clothes" like "stonewash jeans, fleece, and comfortable sneakers...

What isn't normcore? Normcore "isn't about one specific aesthetic." Normcore is "not about being simple or forfeiting individuality to become a bland, uniform mass." Normcore is not "about rebelling against or giving into the status quo." Normcore is "a lot of cliché style taboos" but not "the irony."

The Guardian:

Normcore: the next big fashion movement?
Blending in is the new standing out – and Larry David is this year’s unlikely style icon. Welcome to Normcore, where dressing like a tourist is the ultimate fashion statement

The Vine:

'Normcore' is the latest stupid hipster trend choking New York

As a phrase, 'normcore' has been kicking around for years, and trend forecasters K-HOLE first properly described (or contrived, if you're uncharitable) the movement back in October, but it's had a resurgence today thanks to this article in New York Magazine. Normcore, to cut right to it, is "The kind of dad-brand non-style you might have once associated with Jerry Seinfeld." Comfortable, neat. "Anti-fashion." At White Night, I saw a girl dressed so functionally that one friend described her as being "the most comfortably dressed person" in a room full of thin young fashionites. I now know that I was looking at normcore.