Sunday 16 December 2018
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.theguardian - 10 days ago

Normcore s second coming: why fashion is still loving the everyday

‘Dad’ trainers, trek gear and luxury plastic bags – the biggest names in fashion continue to charm and confound in equal measure with their homages to the ordinary. But what does it all mean? As part of our Tales of the everyday extraordinary series we investigate. Featuring images captured on Google Pixel 3High fashion so often purports to convey superior status and exclusivity but, since the Normcore trend of 2013, its appetite for IRL ordinariness has been building. Take the catwalk’s ongoing obsession with the plastic shopping bag, for instance. Seen on the SS18 runway at Celine, its see-through Celine-emblazoned plastic bag with a leather purse inside was a cult hit even at £425. Balenciaga’s Supermarket Arena bag, a red and striped leather version of a corner shop bag, is available on matchesfashion.com for £855, and, according to the site, “epitomizes Balenciaga’s comical and ironic approach to design”.Supermarket shoppers have been done before – notably by Raf Simons for Jil Sander way back in his Spring/Summer 2011 show. London designers Christopher Shannon and Ashish have in the recent past both riffed on the classic stripes of Tesco bags. By February of this year, Burberry also had their own incarnation on the catwalk – rubbery shoppers in sickly pastels. The following month, LVMH prize winner Marine Serre unveiled her own version at Paris Fashion Week for Autumn/Winter. Maison Margiela’s Logo Plastic Tote Bags, leather with a polyurethane top layer, are currently on sale for £990. Continue reading...

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