…MOM JEANS

MADE A COME­BACK

Marie Claire (South Africa) - - REPORTAGE - By MAL­I­BONGWE TYILO, blog­ger / Skat­tie What Are You Wear­ing

THE TERM ‘NORM

CORE’ caught our at­ten­tion at the end of Fe­bru­ary, cour­tesy of The New York

Times. Within days it was be­ing hailed as the new trend; our chance to embrace same­ness and to lose the so

The trend was coined in a so­cial-trends re­port by New York-based trend fore­cast­ing agency K-Hole and be­fore long, the fash­ion set had grabbed norm­core and made it their own.

Of course, norm­core’s mom jeans, sim­ple sweaters and un­branded cloth­ing have been around since the late 80s – they are the build­ing blocks of the sub­ur­ban mom and dad non-style that makes up the majority of clothes found in our depart­ment stores. Yes, the fash­ion set may have played dress-up with some of the items, but it was of­ten done with a dose of irony and self-aware­ness. Even at their most norm­core, fash­ion ad­her­ents were not try­ing to blend in. As with all fash­ion trends, they were try­ing to stand out, mak­ing a state­ment of how ‘nor­mal’ they are.

Some see the trend as a move away from the drive that makes peo­ple want to con­form to what the fash­ion in­dus­try is say­ing – an ‘anti-fash­ion’ state­ment, in a way. Un­like other trends, though, norm­core has the po­ten­tial to con­nect peo­ple more than cou­ture. It’s eas­ier to re­late to peo­ple when you’re dressed sim­i­larly and with norm­core, the num­bers than other fash­ion trend cliques.

For oth­ers, though, the norm­core trend is just that: another trend, as sea­sonal as crop tops and dip-dyed dresses. But after almost a year on the racks, trend or not, it looks like norm­core – the swing to­wards cloth­ing that is more com­fort­able and less con­cerned with im­press­ing oth­ers – is here to stay.

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