| Youth subculture has always been one of the driving forces of fashion.The development of youth sub-culture in different periods has brought different styles to clothing and deeply influenced the change of fashion.In the 21 st century,more colorful youth sub-culture phenomenon appears,Normcore fashion style is its special fashion product.In 2014,Google released the Fashion Trends category of Superpopular Search Key,the first on Normcore.It is not a direct word,but a combination of normal and hardcore.The core of Normcore is to surpass all trends,subvert fashion,reduce brand recognition and avoid obvious brand labels.It seems mediocre but not mediocre at all.It is characterized by leisure,simplicity,de-gender and de-branding.Briefly speaking,returning home is a highly summary of Normcore’s fashion style.Normcore breaks the original fashion rule.It is different from the fashion style caused by the youth sub-culture in the past.This article interprets the youth sub-culture characteristics of Normcore fashion style,and analyses its micro-resistance,new media’s help in its dissemination,bottom-up popularity and the fate of being included.At the same time,this paper focuses on the influence of social background,cultural factors,psychological factors and aesthetic awareness on the popularity of Normcore fashion style,which has its inevitability of popularity.Normcore garment style is elaborated in detail from the aspects of shape,fabric,color and structure,and its representative brand is analyzed.Normcore represents not only a fashion style,but also a fashionable and healthy way of life,a pursuit of ordinary life.Based on a comprehensive and in-depth survey of Normcore style popular information,this paper explores Normcore style through literature,reference,research analysis and comparative research methods.Finally,combined with the design practice,the present situation of Normcore style is summarized and the contemporary fashion design is considered. |
