First it was Nikes replacing ballet flats. Then it was Birkenstocks replacing Nikes. Then Patagonia and Tevas became a thing. Then George Clooney’s fiancé was wearing mom jeans. Baseball caps, sports jerseys, mall chic, Jerry Seinfeld. What can we make of the anti-fashion trend that has bypassed hipsters and has translated into real market value (as we saw with this winter’s L.L. Bean boot selling out nationwide)?
More than any style trend, “Normcore” is a pervasive movement among Millennials to appear as bland — and as normal — as possible. It first surfaced in late 2013 in New York-based brand consultants K-Hole’s report “Youth Mode: A Report on Freedom.” In the report, K-Hole described an evolution of Millennials’ legacy in defining themselves as individuals, moving towards “liberation in being nothing special.” This is a very new concept for the second Generation Me — to find freedom in the commonality of underachievement, and lowest net worth. And while this sentiment may come from the Occupy’s I-am-the-99%, it is a decidedly non-political statement, but rather one that is a bellwether ofthe predilections of the Millennial consumer.