Basic
I first heard the term “Basic” in 2018, on a trip to Starbucks with a co-worker, when I learned that apparently my love of Pumpkin Spice Latte’s (PSL’s) marked me out as “basic.” How could an espresso beverage costing me $5 a pop be “basic”? I wondered….
I’ve just finished reading a very interesting chapter of Veronique Hyland’s new book, “dress code” (published 2022 by HarperCollins) in which she gives us a history of the term. In 2014 Fiona Duncan wrote a New York Times article describing the “normcore” fashion trend, which term itself was coined previously by “trend-forecasting group” K-Hole, who also coined the term “basic.” Later Maggie Lange, in an article for The Cut, defined “basic” as a love for “mass-pop products, like Sex and the City, Taylor Swift, pumpkin spice lattes, and prepackaged Skinnygirl margaritas.” (Guilty on all counts!)
Hyland goes on to couch the term in an historical context in which 90’s kids (again, guilty!) grew up and emulated some of the non-fashion trends modeled by celebrities such as Jerry Seinfeld, and Steve Jobs, whose “everyman” type of look signaled a willingness to blend in with the general population - in contrast with the usual purpose of Fashion, which is to help the wearer to stand out.
I’ve definitely observed this in my own recent retail experience. At Neiman Marcus, a seismic demographic shift has occurred, partly due to the recent addition of a metro station which gives greater access to the highly affluent, previously insulated Tysons Corner neighborhood. Historically the store’s #1 customer were the “ladies who lunch,” who are now being forced to make way for a more diverse crowd in terms of not only race but also style preferences. The store’s top seller right now is footwear - and we’re not talking Louboutin heels. In the men’s and the women’s section, “sneakerhead” styles dominate, from Balenciaga to Dior. Michael Kors’s lifestyle brand, where I worked prior to NM, specializes in athleisure wear, designed for jet setters who need something both comfortable and stylish to wear to the (private) airport. Logomania abounds - one can’t help but notice how similar the brown MK logo is to the LV logo, clearly targeting that “basic” customer who would love to wear Louis but can’t quite afford it; Michael Kors offers a more affordable, but still high-quality, alternative. Although this is starting to change as well, with more customers desiring a more subtle form of luxury - they still want to buy high-end brands, but they don’t want to look like a walking advertisement - proving Hyland’s point that “The right brands are much more expensive and subtle.”
So, dear reader, where does this leave us? Are we headed towards a world of monotonous “normcore” streetwear, in which we all desire to blend in rather than stand out? Am I alone in my nostalgia for the days of cocktail dresses and pearls? Of course the pandemic has played a part, driving an entire generation into the arms of Lululemon….but I would think that after 2 horrible years of living in our pajamas, many of us would be ready to “dress” again. And I do believe I’m right…the past two fashion events I’ve been privileged to attend were full to capacity with like-minded fashionistas, eager to show off their gowns and handbags that had been sitting sadly on shelves.
You can call me basic, but I’m going to continue to enjoy my designer brands - and my PSL’s.
