# Accelerating Normality Subcultures become passe as the outlandish turn to ordinary for expression. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published May 21, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/accelerating-normality ## Key Figures - Trend score: 5.6/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jul 17, 2013 to May 17, 2014 - Published: May 21, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Accelerating Normality trend ### 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. ### 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. ### 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. ## What the Accelerating Normality trend means for industry ### For 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 for Accelerating Normality Trend score 5.6 out of 10, from popularity 76%, activity 85%, freshness 8%. - Popularity: 76% - Activity: 85% - Freshness: 8% ## Examples of the Accelerating Normality trend 6 featured examples from Jul 17, 2013 to May 17, 2014. - [Preppy Punk Fashion](https://www.trendhunter.com/trends/adon-magazine): This Men's Fashion Editorial for ADON Magazine was Shot by Joey Leo (Category: Fashion) Implication: Opportunity for fashion brands to create clothing lines that cater to the younger demographic seeking rebellious yet formal styles. - [Witchy Collegiate Catalogs](https://www.trendhunter.com/trends/mishka-nyc-holiday-2013): The Mishka NYC Holiday 2013 Lookbook is Too Cool for School (Category: Pop Culture) Implication: This industry can stay attuned to youth fashion by embracing nostalgic 90s fashion and tapping into fashionable subcultures. - [Roller Derby-Inspired Editorials](https://www.trendhunter.com/trends/elle-ukraine-rolling-girls): The ELLE Ukraine 'Rolling Girls' Photoshoot is Fun and Colorful (Category: Fashion) Implication: The fashion industry can use the unconventional yet stylish pairing of professional attire with roller derby accessories to create unique collections for consumers. - [Sporty Collegiate Fashion](https://www.trendhunter.com/trends/cres-e-dim-ss14): The CRES. E DIM SS14 Collection is Full of Shapeless Silhouettes (Category: Fashion) Implication: Opportunity for disruptive innovation: Creating a niche market for sporty collegiate fashion that caters to those looking for fashionable yet comfortable clothing. - [Sumptuously Sporty Lookbooks](https://www.trendhunter.com/trends/gypsum-milk-lookbook): Courtney Money Stars in the Gypsum MILK Lookbook (Category: Fashion) Implication: Disruptive opportunity: Integrate the fusion of sporty and feminine styles into the online retail space, attracting a broader customer base. - [Kindergarden Couture Catalogs](https://www.trendhunter.com/trends/sasu-kauppi-springsummer-2014): The Sasu Kauppi Spring/Summer 2014 Collection is Childlike (Category: Pop Culture) Implication: Brands can incorporate child-like elements in their designs to create unconventional fashion products and accessories. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)