The World has finally realised: the Tourist-Look is cool (#normcore)!

The world has finally realised it: the tourist-look is cool.

The look of the mass is currently celebrated under the hashtag #normcore. The art behind it is to make fashion seem, like it isn’t fashion. 

In march 2012 we firstly addressed the look of the mass:

‘The inspiration for my day outfit addressed tourists, who walk along the metropoles of our planets in high-tech sandals and sunglasses.’

The new creation of the word normcore – a mix between normal and hardcore – was created by the New York based trend-agency K-Hole. In a trend-report, they described the backlash of the search after individuality and authenticity.

Thew the New York Times magazine article Fashion for Those Who realized They’re One in 7 Billion, the term became globally famous. NY Times journalist Fiona Duncan describes the look, that comes along with the state of mind:

PATAGONIA windbreakers & fleece sweaters, NIKE socks, sandals, baseball caps, stone-washed jeans, NEW BALANCE sneakers, down jackets and YANKEES caps. 

Duncan is using the terms ‘mall clothes’ and ‘blank clothes’, to describe the normcore look. Jeremy Lewis – a US-stylist, who is quoted in the article – calls the look strikingly unpretentious and lovely bumbling. 

The Guardian is fittingly summing up the new movement: ‘Welcome to normcore, where dressing like a tourist is the ultimate fashion statement’

At the British GQ, a list with fitting items for the list is given with the 10#Normcore Essentials Every Man Should Have. Under the ‘must-haves’ one finds a six-pack of KIRKLAND T-shirts, LEVI’s 501 original fit jeans and Patagonia Retro-X-fleece-jacket. 

As style-heroes of the #normcore trend, deceased Apple founder Steve Jobbs and the actors of the US-series Seinfeld, are recalled. 

The furore-causing CHANEL fashion show, for which monsieur Karl got inspired here, also deserves the hashtag #normcore. Because Lagerfeld showed his fashion in a supermarket. The temple of consummation of the mass. 

The sandals-expert CROCS and BIRKENSTOCK realised the advantage of the hour and are both cooperating with the ‘high-fashion league’. At CROCS, which used to be the acme of bad taste, the cooperation with artist Jackson Pollock became a top-seller. 

The normcore-look is also extremely interesting from the psychological side of fashion. It is usual that fashion is used by individuals to distinguish one-self from others and at the same time to show the belonging to a specific group. 

It is different with the normcore-movement, the principal is turned around: the fashionable consciousness is knowingly picking up the look of the mass. The codes of dressing are harder to read. 

The target: Fashion should not be able to be identified as fashion. Not a completely new phenomena, but never has the unity-look been celebrated by the mass like this. 

Von: David Kurt Karl Roth

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