When everyone’s trying to stand out from the crowd, is the answer to try and blend in? At least that’s the theory behind the normcore trend that’s been bubbling away in New York City. Adopting plain brand clothes that you’d typically associate with dads and mums. The idea is to ’embrace sameness’ as a way of being ‘cool’. Recognising that you’re just 1 in 7 billion rather than trying to be different to everyone else. One way this ideology manifests itself is through fashion, making art kids and designers undistinguishable from middle-aged, ‘middle America’ tourists.