Normcore: the trend of modern fashion or new ideology?

Kovtun Galina, Efimova Victoria

The article is devoted to the analysis of the value potential of the normcore as a fashionable style trend. Normcore is understood in the context of modern sociological theories of fashion, socio-cultural development, socialization and the dynamics of generations. The possibilities of the normcore as a new culture of clothing and ideology of style for the younger generation are revealed. Particular attention is paid to the need to rethink the established practices of visual representation of fashion in today's multicultural space.

Keywords:fashion, fashion trends, style, globalization, young generation, normcore.