Category
Lifestyle
Assisted Choices
Trend cluster
Category
Accelerating
Normality
Subcultures become passe as the outlandish turn to ordinary for expression.
5.6
Trend score
Trend
What is the Accelerating Normality trend?
Accelerating Normality: Subcultures are being embraced by the mainstream as a standard expression of style, but this antithetical acceptance is creating a void for the outlandish. As a new form of rebellion, the acceleration of normality into something exaggerated and over the top is seeing the ordinary being claimed as outrageous and subsequently critiquing the evolution of modern style.
Trend themes
Themes within the Accelerating Normality trend
Three behaviours holding the trend together01
Acceleration of Normality
As subcultures become more mainstream, the acceleration of normality into something exaggerated and over the top is creating a void for the outlandish and subsequently critiquing the evolution of modern style.
02
Youthful and Edgy Streetwear
A focus on unisex garments with edgy and nostalgic designs is becoming popular among young adults and teens through brands like Mishka NYC and Sasu Kauppi offering a preppy yet punk style aesthetic.
03
Sumptuous Sporty Fashion and Accessories
The merging of sporty and feminine looks creates a blend of clean-cut silhouettes, monochromatic color schemes, and bold, custom-made silver pieces for elegant outfits by brands like CRES. E DIM and Gypsum MILK.
Industry implications
What the Accelerating Normality trend means for industry
Where the trend changes the playbookFor
Fashion Industry
This industry can take advantage of the accelerating normality trend and introduce a whole new design perspective to appeal to the young adult market by emphasizing new forms of rebellion and outlandish fashion standouts.
For
Streetwear Industry
As streetwear industry moves further into the mainstream, edgy and youthful designs with a retrospective look based on a preppy yet punk style aesthetic become more popular among the younger generations with brands like Sasu Kauppi and Mishka NYC leading the way.
For
Accessory Industry
The accessory industry can look into new ways of combining sporty and elegant trends with custom-made silver pieces and monochromatic color schemes to cater to a more mature market segment by featuring brands like Haati Chai and Gypsum MILK.
Trend signals
Trend signals for Accelerating Normality
Trend score 5.6 out of 10, from popularity 76%, activity 85%, freshness 8%.
Popularity76%
Activity85%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Accelerating Normality trend
6 featured examples from Jul 17, 2013 to May 17, 2014CategoryFashion
Preppy Punk Fashion
This Men's Fashion Editorial for ADON Magazine was Shot by Joey Leo
Opportunity for fashion brands to create clothing lines that cater to the younger demographic seeking rebellious yet formal styles.
CategoryPop Culture
Witchy Collegiate Catalogs
The Mishka NYC Holiday 2013 Lookbook is Too Cool for School
This industry can stay attuned to youth fashion by embracing nostalgic 90s fashion and tapping into fashionable subcultures.
CategoryFashion
Roller Derby-Inspired Editorials
The ELLE Ukraine 'Rolling Girls' Photoshoot is Fun and Colorful
The fashion industry can use the unconventional yet stylish pairing of professional attire with roller derby accessories to create unique collections for consumers.
CategoryFashion
Sporty Collegiate Fashion
The CRES. E DIM SS14 Collection is Full of Shapeless Silhouettes
Opportunity for disruptive innovation: Creating a niche market for sporty collegiate fashion that caters to those looking for fashionable yet comfortable clothing.
CategoryFashion
Sumptuously Sporty Lookbooks
Courtney Money Stars in the Gypsum MILK Lookbook
Disruptive opportunity: Integrate the fusion of sporty and feminine styles into the online retail space, attracting a broader customer base.
CategoryPop Culture
Kindergarden Couture Catalogs
The Sasu Kauppi Spring/Summer 2014 Collection is Childlike
Brands can incorporate child-like elements in their designs to create unconventional fashion products and accessories.
