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March 31, 2025
Are Americans Buying Into a Return to ‘Normcore’ Fashion Items?
Fashionistas from all walks of life, and perhaps even those only marginally interested in the business of fashion, might remember the so-called “normcore” aesthetic trend of a decade ago. Hinging around elevated everyday looks which were equal parts tasteful, versatile, and decidedly unflashy, Forbes recently reported that Americans are once again showing interest in this mode of apparel.
Forbes contributor Zoe Bayliss Wong gestured toward the 140 million references on TikTok as part of the normcore resurgence, while also citing Edited.com data suggesting that the sale of neutral or plain wardrobe staples ticked upward by 13% year-over-year in the first quarter of 2025. Wong also pointed to Uniqlo’s increased traffic and market success as emblematic of a return to a more staid aesthetic in the American retail fashion world, as well as the strong performances by H&M brands ARKET and COS, both known for their timeless and minimalist style offerings.
Fashion Retailers Positioned Around ‘High Quality Essentials’ May Do Well Due to Normcore, and Sustainability Messaging Could Resonate
Wong went on to underscore the fact that fashion retailers who have already cultivated a reputation for high-quality essentials are best-positioned to benefit from this trend-that-isn’t-a-trend, especially given the fact that LVMH-owned brands such as Loewe and Celine have leaned heavily into “casual elegance” thematically as of late.
Sustainability concerns may also be addressed by the return to normcore fashion sensibilities by U.S. consumers, as several key elements line up in this regard. The normcore aesthetic emphasizes versatility, meaning that the same black or gray T-shirt could be worn repeatedly across several entirely different outfits without friends, family members, or members of the general population taking too much notice. Normcore and normcore-adjacent garments are also frequently mainstays of the secondhand clothing or thrift shop circuit, meaning that both retailers and consumers — and the environment — benefit from rising interest in the style.
Wong was careful to point out the potential pitfalls involved with both overstating the impact of the trend as well as the often mercurial tastes of the upcoming Gen Z consumer demographic. While Gen Z is concerned with climate change and sustainability practices, normcore also bucks their established taste preference for customization and uniqueness over more conservative fashion options, according to the columnist.
Normcore Reflects a Broader ‘Cultural Pause,’ and Contemporary Anxieties: How Can Retailers Capitalize on The Trend?
“In a moment when economic uncertainty is rife and the fashion industry is under pressure to decelerate, normcore represents restraint. It encourages thoughtful consumption, values function over flash, and offers brands a rare chance to align with sustainability not through optics — but through action,” Wong wrote of the broader sentiment surrounding the industry, calling the moment a “cultural pause.”
The question, then: How can fashion retailers leverage this apparent feeling among consumers to best effect? Efforts surrounding sustainability or environmentally conscious marketing have drawn mixed responses from business minds, with some suggesting that the up-and-coming consumer is at once interested in inexpensive but environmentally damaging fast or disposable fashion, but also committed to minimalism in their purchasing choices.
Discussion Questions
Is the seeming return to normcore in the retail fashion business a passing trend, a reflection of current socioeconomic anxieties, both, or neither?
Which retailers or brands are best positioned to take effective action (or reaction) to the normcore trend? Is there any value for luxury brands to move into the space?
Will the resurgence of this aesthetic on social media actually drive spend, or is this an example of hype versus actual consumer intent in retail fashion?
Poll
Loading …BrainTrust
Kenneth Leung
Retail and Customer Experience Expert
Allison McCabe
Director Retail Technology, enVista
Alex Walderman
Director of Business Development , SOLUM
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Yes, there is a swing back to more conservative, plain styles. Some of it is economic: plainer styles do not need constant updating, and consumers can get more use out of them, which helps people cut down on spending. Some of it is also a backlash against extremely fast fashion cycles driven by transient social media trends: it’s honestly exhausting for consumers to keep up. And some is driven by a resurgence of classic brands like Gap, which are emphasizing personal style over following trends.
Normcore? I guess i was just over the dividing line b/w (only) marginally interested and just plain ignorant, but I’ll play along: value is always a reliable marketing angle, and if it can team up with sustainability, all the better. But we seem to be lacking a crucial elemant here: data! I’m not much impressed by “indicators”, “seem to be”‘s and – todays mot-de-jour “gestures”. I sense a whole lot of wishful thinking searching for sustenance.
I don’t think that elevated everyday looks ever left. (Normcore…I just can’t.) But I think they were absolutely lost and buried in an avalanche of influencer posting on social media. (What influencer ever said, “Everyday looks…!!! I’m going to be rich..!!!) And yes, absolutely the high profile of fast fashion. But no matter where I go…the mall, the airport, a stadium full of 100,000 people…how many people do I see walking around daily life as fashion icons? Not many. Life is a sea of jeans, khaki’s, sweat pants, hoodies and tee’s. Gap’s business didn’t shrink because everyday looks left, and they’re not rebounding because everyday looks are back. Gap executed poorly and now they are executing much more skillfully. They have color again. They are fun again. And Uniqlo has executed well all along.
It would be interesting to be able to do a count in a landfill. How many everyday looks vs fashion items? I suspect the fashion items outnumber the everyday looks by a huge multiple. The high experienced at time of purchase evaporates after a wearing or two, and a new high is purchased. Neil used the perfect word…exhausting. Emotionally and financially exhausting.
Forget normcore. How many people would even understand that word in a normal conversation? ‘Elevated everyday looks’ is the perfect way to express it. Emphasis on ‘elevated’. Teach, give guidance, elevate the customers awareness of how to wear everyday looks with a little style. Fashion can be intimidating. Everyday can be inviting and comfortable, but shouldn’t be boring. Gap was hugely successful when it was fun and interesting (product and marketing). Gap slipped when it got boring (product and marketing). The fun returns and the sales return.
100% agree. I live in Miami, where people really do wear exactly what they want to wear. We have one of The Standard Hotels here, and it’s also a spa. I have dined there in my bathing suit. Then I went to The Standard in NYC (I think it’s in the meatpacking district) during one of the NRF Big Shows and was utterly shocked that they wouldn’t let me in the bar wearing jeans and sneakers. I just went somewhere else. Who needs the grief? So maybe if this trend actually existed, it didn’t exist to the exclusion of elevated everyday looks (Normcare? Who made that term up? It’s ridiculous. I assumed in meant washable fabrics). It was a part of the fashion puzzle. I can say the same about Vegas. They’ll take your money regardless of what you’re wearing, and seeing little strapless dresses at 10 am is less common than seeing people who look like they just got out of bed.
So along with demographics by age, we need to look at regions as well. Vacation areas, or ultra warm areas tend to be more “just where what you want” while self-absorbed “snooty” places are more fashion-oriented. I don’t think I’d go to the drug store in my pajamas in NYC. I gave a whole dinner party here and forgot to change out of my pajama shorts (this is TRUE! And no one noticed).
There is a large Gap store here on Lincoln Road (tourist mecca). The last time I went, which was a couple of years ago, it had ugly clothes. They were quasi-casual, and didn’t make any kind of Gap-like statement. Small floral prints. To Jeff’s point, that wasn’t fun.
As for luxury brands, have we forgotten the ripped jeans that sell for $350? Or even the whole concept of stone washed? Viva le difference!
As long as people continue to prefer practicality over extravagance, normcore, with its emphasis on simplicity and comfort, could have staying power.
It is likely that consumers will gravitate toward versatile and affordable fashion options offered by normcore given the current economic climate. Due to the inherent cyclical nature of fashion, it is possible that more elaborate styles may regain popularity in the future.
As brands such as Uniqlo and Everlane already offer minimalist, high-quality basics aligned with normcore values, they are well positioned to take advantage of this trend. Affordable, versatile clothing is the focus of these brands, which appeal to consumers seeking practicality and comfort.
Moreover, companies such as Gap and Muji, which are known for their simple and functional designs, are also likely to benefit from this trend.
As luxury brands enter the normcore market, they may be able to expand their customer base and appeal to a younger, more budget-conscious audience. Luxurious brands can maintain their high standards of quality while tapping into a growing market that values practicality by offering simpler, more versatile pieces.
In a time when consumers are increasingly seeking understated elegance over ostentatious displays, this move may also help them to remain relevant.
I see three current social factors that coincide, which I believe have driven this return to classic fashion.
MILLENNIALS
MILLENNIALS’ KIDS
GEN Z
Sorry, “normcore-adjacent” made me laugh. What does that even mean?
We’re just talking basics here, and as Neil pointed out, retailers like The Gap have built entire businesses around them. Almost every retailer carries basic and fashion goods. White t-shirts at Old Navy are seven bucks, designers sells them for $300+. Take your pick.
Personally, I have been wearing jeans, t-shirts, and double-breasted blazers since high school. 😉 #normcore4evah
We’re at the practical point in the fashion cycle. Low stress. Very flexible. Can be much more budget conscious but as investment pieces and not throwaway. There is print and silhouette excess fatigue and this comes next. Welcome back!
You mean the denim jeans and blue striped dress or flannel plaid shirts I’ve worn every day since college (Early 80s) is a trend, with an actual trend name? Who nu? Except for a dark time when I had to wear a suit to work, that’s been my jam forever. The only change, today, shirts are untucked, and even that slight change took me years to adopt. “Normcore” makes a ton of sense, and it’s what people buy for the most part. Why not? Easy to wear, passes in most situations. You’ll get no complaint from me if this is now a trend. Mrs Sankary, on the other had a binder full of complaints; she describes my fashion sense as “boring” and has repeatedly tried to convince me to try something not “normcore.” Funny, I used to care about that stuff in my pre-crumdgeon days
When people are stressed with uncertainties they go towards comfort and stability. The era of Fast Fashion driven by social media has burnt out some consumers and with the tariff threats and employment uncertainty, not surprising some consumers are driving back to the comfort/tried and true….