The Guardian defines normcore as "coolness that opts into sameness". It's pretty much a reaction to hipster culture and the out-there looks that go with it.
A typical normcore look is no-frills, no labels and made up of timeless, understated classics that don't make you stand out. Though of course, being a fashion movement, creating a normcore look is a finely tuned art.
And since the term's been coined, Alexa Chung has become an unofficial poster girl. Her tomboyish off-duty style has been used by many magazines to exemplify just what normcore is about.
But Alexa definitely doesn't want to be defined as normcore. In fact, she's not keen on the word at all.
In an interview with Fashionista, she was asked what she thinks of normcore and simply responded: "It's the most offensive thing."
Her problem isn't with the style of dressing, but more that her and her friend's style has to be defined as a trend.
Asked if she's 'into' normcore, she explained: "No, I am into it but I didn't recognise it as a category of dressing, it's just how people dress, but I know friends of mine that were included in the first article who were quite outraged by that. It's weird when you're just existing and people outside it gather you up and take away any unique vibe you thought you had. They're like, 'It's a trend' and you're like, 'What? No, I just exist.'"
Normcore or not, if you love Alexa's style check out her best looks below.