‘Magic’ Will Replace Normcore, Trend Forecasters Report

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The trend forecasting group responsible for normcore just came up with a new zeitgeist-defining term. Vogue.com talked to K-Hole about its latest publication, "A Report on Doubt," which delves into magic. Specifically, self-determination via magical thinking or "Chaos magic," as K-Hole puts it.

"Normcore itself became a kind of maxed-out signifier," K-Hole cofounder Emily Segal tells Vogue.com. "I think where we found ourselves was thinking, Where do you go from here?" That's where magic comes in. It's not necessarily spells and witches, it's more the spiritual sort of magic. It's the kind of magic that just happens, that allows people to stop over-thinking and over-analyzing things.

Here's how K-Hole defines the concept of Chaos Magic:

"Chaos Magic is what happens after will. It’s the antidote to the tryhard problems that come with overthinking everything. If you really want change you have to go deeper."

"On a bargain basement level, Chaos Magic lives in the same realm as the cult of positive thinking. But it goes beyond making mood boards of high-end apartments you’d like to will into your possession. Belief becomes a technology that creates change."

"Chaos Magic creates realities which are temporary and subjective. It’s not a tool for changing others — it’s a tool for changing yourself. You opt into whatever belief system you think will help you reach your intended goals: Wall Street’s Confidence Fairy, your Fairy Godmother, or the Church of Agape."

"Chaos Magic isn’t just believing in The Secret, it’s deciding to believe in The Secret to begin with. Mixing your own Kool-Aid, deciding how strong to make it, knowing when to drink it and when to stop, is Chaos Magic in practice."

How does this all relate towards brands and the fashion landscape? "In the broadest strokes, it is saying, 'This is about people’s experiences.'" Segal says. "It is saying, ‘What’s important is how people are experiencing the world, experiencing their spirituality, experiencing anxiety, so there is a motion back toward the emotional landscape of consumers instead of their pocketbooks."