• The Anti-Normcore, Anti-Basics Minimalism of A.P.C.

    October 18, 2017 | Share

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    When the word "normcore" became a household term, in 2014, nobody was as displeased as Jean Touitou, the founder of the French clothing brand A.P.C. Initially characterized in an article in New York as "fashion for those who realize they're one in 7 billion," normcore was a personal style defined by a kind of trendy embrace of the anti-trend.

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