Asian Retailers Embrace Normcore

Normcore may not be a new trend but this autumn, Asian brands have started to buy into the trend at retail indicating a shifting taste in the market.

Long popular in the west, the newness is such that the concept was featured as a front page story in an August issue of Modern Weekly, China. Featuring supermodel Ming Xi the six paged editorial explains the trend’s contemporary influences, pop culture references along with the key looks, colours and items seen on the catwalk.

By September a small start-up fashion label called Normcore Studio had launched its Taobao shop in China while South Korean retailer 8seconds ran branded content detailing the look’s elements of style on its e-commerce site.

As pared-back dressing continues to gain momentum through the region, it will be worth tracking just how the trend is being regionally translated as a key commercial delivery message.

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