A STUDY OF NORMCORE STYLE ADOPTION IN INDONESIAN FASHION TREND

• Main Author: POETRI AKARINI - NIM: 17213031, DISA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26715
• Institution: Institut Teknologi Bandung

The development of information technology and globalization in the world has created a new paradigm in seeing fashion. The increasingly fluctuative pace of fashion has caused an indication of exhaustion in the market with ever-changing trends. The function of fashion as media of self-expression has shifted, causing a normcore design phenomenon among youths. Normcore style embraced a basic, simple, neutral, and unpretentious aesthetic without usage of conspicuous ornamentation as a form of rejection towards pretentious self-expression. This study aims to examine the tendency of normcore style adopted in Indonesian fashion trend, considering local fashion attitudes and culture, through the aspects of designs and notions as well as the drives behind it. Visual data of normcore looks from local designers’ works exhibited in fashion shows and fashion icons’ daily outfits published in social media pages were compared to dressing and buying behaviors of the masses as well as their opinion regarding normcore style, which were obtained through survey. <br /> <br /> The results found that the aesthetic of normcore style adoption in Indonesia specifically showed a preference towards lighter and thinner fabric materials, an either loose or flexibly fitting silhouette, more saturated color options, and more ranges of product types influenced by local climate and cultural conditions. The diffusion of normcore style in Indonesia formed a vertical flow from designers and fashion icons as initiators to the masses, with a relatively long cycle lasting for 4 years (2014-2018). A number of drives were found behind the popularity of normcore style in Indonesia. There was still a dressing motivation based on a desire to be individually different and a view regarding fashion literacy as social status or prestige symbols. Nevertheless, a hint of influences from bigger global narratives could be seen such as the issue of minimalism indicated by a shift away from consumerism towards a more mindful and sustainable fashion consumption.