There is something of a revolution going on in fashion.
Consumers, suffering from label fatigue, are turning to the new and the small,
rather than the big and the established. They are tired of having to be
different from everyone else in order to achieve recognition. Therefore, they
strive for anonymity.
Photo Courtesy of Textile View
Such is the basis for “normcore,” which is generally defined
as “a unisex fashion trend characterized by unpretentious, average-looking
clothing.” Normcore is now the counterpoint of fashion; it goes against
everything that the luxury world stands for. The megatrend of athleisurewear
falls perfectly in line with normcore.
This shift in the way consumers view what is most worthy and
most desirable in fashion is directly correlated with a broader shift in the
new generation’s perspective on consumerism. Generation Y places a higher value
on pleasure than on possession of materialistic things. They are nonconformist
consumers and are skeptical about branding and authority. Their purchasing
decisions are also influenced by the fact that they must think twice before
spending their money on luxury merchandise.
The question now is whether this is a trend that will come
to pass, or whether this is a lasting shift in consumer mentality to embrace a
less materialistic lifestyle. It could be that normcore is simply a detox from
the overwhelming amount of choice consumers face today, or it could be the
start of a major change in the way we think about fashion. There is also the
question of what this means for luxury brands. Are their established roots of
heritage and sustainability enough to win the hearts of Generation Y? Is there
still a place for mega brands in the future, or is normcore the new normal?
In our changing world it is increasingly important to be
synergistic. In the past, it was enough to stay in one’s own field of work.
Now, however, more and more designers, academics, engineers, scientists and
other professionals are embracing multidisciplinary routes in order to put
forth ideas and work toward a common goal. Combining both critical and
creative thinking is a necessity in order for new generations of professionals
to succeed in our complex new world.
Transdisciplinary design encourages professionals to work
together and collaborate on projects. Designers must now communicate with
engineers and scientists like never before in order to face global societal,
environmental and economic problems. This means there must be a radical
upheaval of traditional methods of working, thinking, and designing.
It also means the scope of what we are capable of is much greater than we could have previously imagined. Sharing skills across fields radically different from one another can only result in innovative solutions to the problems we face today.