Normcore/HealthGoth/Athleisure
Last year’s fashion trends/Moutarde après le Repas. According to Dazed Magazine Normcore, Healthgoth and Athleisure were the top 3 most googled buzzwords in 2014. These hybrid words describe fashion trends, which have in common that they aren’t just trends but a lifestyle. Or so they are described if they are to be explained.
Normcore. From Dazed Autumn/Winter 2014 issue: all clothes and jewellery by Chanel; socks by Hanes Photography Charlie Engman, styling Emma Wyman
Healthgod, image from helthgodcommunityjuly192014
But we all know they ARE fashion trends.
Normcore is a unisex fashion trend characterized by unpretentious, average-looking clothing. “Normcore” is a portmanteau of the words “normal” and “hardcore”. The word first appeared in webcomic Templar, Arizona before 2009 and was later employed by K-Hole, a trend forecasting group, in an October 2013 report called “Youth Mode: A Report on Freedom” (http://en.wikipedia.org/wiki/Normcore) A subculture based on conscious, artificial adoption of things that are in widespread use, proven to be acceptable, or otherwise inoffensive. Ultra-conformists.(http://www.urbandictionary.com/define.php?term=normcore) Meet Norma Normcore (http://www.vogue.co.uk/news/2014/03/21/normcore-fashion-vogue—definition)
Health Goth is an aesthetic revolving around biotechnology, monochrome sportswear, fetish culture, extreme cleanliness, and rendered environments. Healthgoth has roots in “street goth” but focuses on trans-humanism, Net art, technical sportswear, bionic body parts, combat gear and an understanding of whole body and mental health. (http://en.wikipedia.org/wiki/Health_goth) Originated, April 2013 by the Healthgod Community on Facebook (https://www.facebook.com/healthgothofficial/timeline) Health Goth Is More Than A Fashion Trend (http://www.huffingtonpost.com/2014/10/17/health-goth-clothing-fitness-trend_n_5999482.html) More mainstream at healthgoth.com; encourages physical fitness, DIY culture, is anti corporate worship and idleness (http://www.healthgoth.com/)
Healthgoth is the new Athleisure (http://www.style.com/trends/fashion/2014/2015-fashion-trends-health-goth) But it seems to us it’s a friendlier version of healthgoth for the masses.
Athleisure of course defines the mix of high-fashion and high-performance sportswear. or; wear your fitness gear to work. Beyoncé and Topshop Team-Up For Ath-leisure Brand. In Topshop London for Fall 2015 (http://wwd.com/fashion-news/intimates-activewear/beyonc-to-collaborate-with-topshop-8004014/) Why you will soon be wearing gym-ready gear even if you don’t want to work out (http://www.theguardian.com/fashion/2015/jan/01/athleisure-beyonce-topshop-style-trend-gym-ready-gear)
Just so you know, and can be ready for the next “I’ts-a-lifestyle-trend”
This is a jeans jacket with an interactive surface: it can access a phone wirelesly and activate a functionality by tapping or swiping a sleeve. The technology is blended in with the fibres of the standard cloth, which is still washable and feels like a normal piece of clotihng, so they say. ‘They’ being Levi’s and Google’s Atap. The invention is called: Jaquard Technology.