So even though I liked the Gap normcore campaign, it turns out the public didn’t. But that hasn’t stopped Gap trying to channel its normcore heritage one more time to engage a younger generation of customer.
This time it’s youthful 90s normcore which makes much more sense. (more…)
If you’re in the UK and want to buy American Apparel tube socks, triangle bras or grey marl tees (aka my casual staples), you’ve only one destination now. The only American Apparel London store standing is in Camden since putting its UK business into administration (and we’re not even sure how long that’s open for). (more…)
This summer, I noticed a trend emerging that I couldn’t wait to hit the high street. All the skater boys were wearing too-short jeans, an inch or so above their battered Vans and it’s a look I’ve always loved.
The skinny jeans obsession has peaked so we’re after something new. and as it coincides with Normcore, I’m just going to say it – welcome back Levi’s 501, I’ve missed you.
How I’d like to wear too-short 501s? Exactly like this. If your 501s aren’t this length when you buy them, you can get them altered at the Levi’s store, fast and free (I think mine were done in a day). And the walkable heels showing just a bit of skin are a refreshing change from Tribute-style ankle-breakers (RIP).
Well, isn’t Gap’s new ‘Dress Normal’ campaign interesting?
As we all know, this year’s buzzword ‘normcore’ is steeped in anony Gap-style dressing, so Gap has nodded to that in its Dress Normal strapline. But don’t expect 90s-tinged bland-chic. Gap’s imagery is far more elevated and beautiful, so we’re shown not normal people (thank God, I’m a bit over normal people), but Hollywood elite types in ‘normal’ situations to represent modern-day Gap.
My favourite is Angelica Huston (top) having a coffee in a gorgeously lit diner situation (as opposed to a normcore Starbucks). (more…)