For years, the most talked-about fashion trends were thought to be unique, unexpected, and exciting. Then, just when we were getting the hang of things, normcore happened. Lost?

Normcore – a made up word for the ‘non-trend trend’ that incorporates anything you would describe as being bland, plain and minimal. This original concept of normcore is based on the desire to fit in rather than stand out. Basically it’s a style so average, it’s edgy.

Emily Segal, one of the founders of NYC trend forecasting agency K-Hole who coined the term, describes normcore as a submission into sameness. “It’s not about being simple or forfeiting individuality to become a bland, uniform mass,” she explained in a Feb. 26 New York Magazine article,  “it’s about being OK with looking like other people and, seeing that as an opportunity for connection, instead of as evidence that your identity has dissolved.”

The fashion industry tends to segment us into boxes. Leather and lace? You’re edgy. Conservative and pastel? You’re preppy. And now no definition at all? You must be normcore.

To be honest, I’m sick of the notion ‘if you like it put a label on it’.

The fact of the matter is people wear simple clothing for all sorts of reasons and they did it before the theory of normcore ever existed. I dress in an accidentally normcore way about 90% of the time. I do it because it’s easy, cost-effective and sustainable – I know I can wear my favourite black silk t-shirt in years to come and I’m not contributing to land-fills full of ‘fast fashion’.

 Here are a few brands I love that always embrace simplicity, without tagging themselves as ‘normcore’:

Check out Everlane, a US company selling great quality pieces. They have introduced ‘radical transparency’ which means they have cut out the middle man to reduce cost, thus saving the customer money.

For something a little closer to home, take a look at the online start up www.capsulecollection.com.au. Spearheaded by two Aussie chicks who were sick of going to the same high-street stores and finding overly complicated, embellished, expensive  pieces that become dated after one season. Their collection is a few essential items of clothing that will not go out of fashion, and can be updated with seasonal pieces.