Designer’s Notes on ‘Normcore’


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The idea to celebrate the normal, the effortless and the androgynous. Normcore fashion is based on the normalcy of everyday casual wear and a certain sense of belonging to a community. With the over saturation of designer labels and the wastefulness within the fashion industry, the resulting fashion trend of ‘Normcore’ takes a stand on the generalisation of the public and the fashion that is most accessible to them, whether it be feminine or masculine.

Normcore is usually related to unisex clothing. It is more than just a  fashion trend, but a broader sociological attitude as stated by Alex Williams in his piece for the New York Times, ‘The New Normal’. The trend of high fashion designers working in collaborations with giant corporates like Topshop, H&M and GAP have shown that the fashion industry is listening to its public. The need for a wider and more accessible fashion line has proven to be extremely profitable for the fashionably crunched, the corporates and for the people who want to be a part of it’s industry even in the tinniest way possible. It has in a way given a common platform for all and blurred the lines of such an elitist industry.

Ref :
Karl Lagerfeld for H&M (2004)
Margiela for H&M (2012)
Isabel Marant for H&M (2013)
Commes des Garcon for H&M (2008)
Lanvin for H&M (2010)
Jeremy Scott for Adidas (2003 – persent)
Pierre Hardy for GAP (2007 – 2012)
CDFA for GAP (2007-2008)
Christopher Kane for TOPSHOP (2007, 2009)
Kenzo fo VANS (2013)
There are many more like Nike, Reebok etc. 

Dimmi is exactly that. Dimmi as a brand relates to everyone and is entirely inclusive. It celebrates the positive actions of many people who all work together to strive for a better tomorrow whether through fashion or communication. It is these people who make a difference whether by a phone call or with a hug. We at Dimmi want to celebrate and cherish these sentiments of everyday living and it just so happens that we do it with fashion. Our fashion and brand ethos is about happiness and it caters to all. We at Dimmi have been celebrating Normcore right from the start. It’s not just about the product, but more so about the social message we are sending. It is good to be normal, for we as a community work together towards a better and stylish future.
Kelsang (Designer of Dimmi Shoes)
Screen Shot 2014-09-29 at 11.21.05 AMComplete trend guide and photo credit on Pinterest:


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