In today’s world, one’s online presence transcends its digital confines, shaping not only real-world personas, but the way trends are formed and the consumption habits of young adult demographics. Among these consumer groups, Gen Z – born between 1997 and 2012 – stands out to be the key trendsetters, initiating social media movements known as -core. Whether it be ballet-core, office-core or norm-core, the ignition of these aesthetic-centred concepts reflect not only how fashion is consumed, but also how it’s perceived under the lens of new-gen consumers and their passionate desire to self-express.
So, what exactly is -core culture?
The notion of -core stems from a characterised identity – representing a visual that aligns with an aesthetic built upon niche interests. Often conceptualised through social media platforms like TikTok, Instagram, and Pinterest, -core has become a suffix formed through not only an accumulation of fashion choices, but attitudes, locations and behaviours that fit under the same mood and tone. As more -core trends appear, Gen Z popularises each idea by aligning with the -core they resonate with most – transforming these intangible concepts into micro-niche realities.
Within the technical frameworks of fashion psychology, these trends could illustrate the fact that clothing choices go beyond aesthetics, representing a distinct form of self-expression and one’s personal outlook. Several psychology-related studies found that there is a correlation between our personality traits and our fashion choices. According to studies published in the Journal of Personality and Social Psychology: individuals with extraverted identities prefer unconventional clothing, empathetic individuals feel more inclined to comfortable styles, and conscientious individuals lean into classic attire. Findings suggest that, at the core, humans subconsciously present themselves based on their underlying characteristics, and that fashion can indeed be a command of self expression. These cognitive roots reinforce the context of -core trends, suggesting that as more identities come to fruition, more -core concepts will appear.
When stripped to its essence, -core culture is defined by the emotional connection built between consumers and their perception of an ideal lifestyle. By reflecting one’s personal identity, -core trends taps into nostalgia, a sense of belonging, and being part of a community. Office-core, for example, is not just about smart clear-framed glasses and cinch buttoned shirts – it’s about dominant energy, strong work aura, and the romanticism of corporate culture. When individually contextualised, -core culture embodies a lifestyle or ethos through a set of visual choices which reflects a subculture that is emotionally resonant.
This revolutionises the way high fashion communicates and connects with their audience. Traditionally, luxury fashion thrived on exclusivity, but in modern fashion, being relatable can carry equal appeal. With Gen Z becoming part of a significant portion in the luxury market, the demand for fashion to mirror both identity and aspiration continues to grow. Fashion brands, in particular, have picked up on these trends, creatively incorporating particular -core subcultures into their product lines.
How is fashion responding?
Global fashion brands have been proactive in making relevant adaptations to meet the new standards of next-gen buyers. Luxury fashion, however, has formed its own interpretations of -core concepts, tackling identities like coquette-core and office-core to launch products that connect on a deeper level. Fashion houses like Miu Miu, Dolce & Gabanna, Acne Studios, and The Row have adopted certain -core aesthetics and have even helped further define some -core ideas.
For example, Miu Miu’s ballet flats and micro skirts have become iconic luxury representations of ballet-core: an aesthetic that dances with elements of ballet fashion, inspired by poised silhouettes, muted pastel palettes and tulle or chiffon textiles. This moodboard invites audiences who seek pieces that encapsulates the sophistications of soft femininity, making Miu Miu’s ballet flats a classic piece among ballet-core followers.
However, with the fast-paced nature of modern-day trends – the focus shifts toward office-core or the eminent ‘office siren’ look– resulting in the creation of Miu Miu’s Miu Regard sunglasses. As corporate fashion continues to branch out, office-core followers have found a new love for these stylish spectacles, perceiving the nerdy and quirky look as a new dimension to sex appeal. The brand’s alignment with modern trends successfully drew in a fresh group of audiences, leading to an ultimate rise in numbers; with an upward trajectory in retail sales, Miu Miu’s revenue grew up to 97% by the first nine months of 2024, according to Business Insider.
Italian fashion house Dolce & Gabanna drew inspiration from familiar ground with mobwife-core – translating the idea to their Fall 2024 Ready-To-Wear collection at Milan Fashion Week. Mobwife-core, according to Refinery29, gained over 100 million views under its TikTok hashtag and was the first few -core aesthetics to trend last year. Fitting under the well-established umbrella of quiet luxury, mobwife-core channels an opulent, mature and feminine persona – exhibiting maximalist fashion choices and dramatic fashion statements.
The runway showcased Domenico Dolce and Stefanno Gabanna’s personification of mobwife-core through oversized fur coats, leopard-printed leather, and skin tight lace lingerie. The collection made a heavy imprint on mobwife-core and its followers, capturing the attention of consumers who resonate with the strong femme fatale archetype. As the brand’s original aesthetics have always painted a lavish Mediterranean dream, steering towards mob wife-core further engages young consumers to connect with and make space for Dolce & Gabanna’s fashion pieces – expanding the niche through their firm take on bold, vintage glamour.
On the opposite spectrum of mob wives-core are Acne Studios and The Row – two brands that maintain a consistent range of minimalist wardrobes, leveraging into the -core trend: norm-core. For consumers who use simplicity as their main fashion statement, both brands perform impressively as the quintessence of norm-core. Their confident presentation of stripped-down aesthetics – prioritising clean palettes and classic silhouettes over maximalist trends – place long-sustained influence on their target audiences.
The Row, founded by Mary-Kate and Ashley Olsen in 2006 interprets minimalism through new scopes, pushing a focus on impeccable craftsmanship to establish its pieces as a classic staple. The Olsen Twins have had undeniable influence over Gen Z audiences – appealing to younger audiences with their discreet presence in high fashion. “We didn’t want to be in front of it, we didn’t necessarily want to let people know it was us,” Ashley Olsen explained in an interview with Grazia magazine. “It was really about the product, to the point where we were like: Who could we get to front this so that we don’t have to?”.
Despite their efforts to lay low, their distinctive styling choices lit wildfires on social media – captivating Gen Z users with the trend now known as the ‘Olsen Tuck’. The styling technique involves tucking hair beneath the hem of a layering garment, whether that be a pullover, coat or scarf. Mary-Kate and Ashley’s reminiscent touch on fashion became the modern blueprint of 2000’s fashion. These delicate details went on to inspire fashion-forward individuals, earning numerous editorial headlines. Hence, marking the eventual mass appeal of norm-core.
Swedish brand Acne Studios, founded in 1997 by Jonny and Mats Johansson and known for its contemporary streetwear and experimentation of textiles, has also received applause for perfecting the norm-core aesthetic. The brand offers collections that subtly fine-tune the details of neutrality; among overwhelming demand of fast fashion, the brand aligns their aesthetic with comfort through understated tailoring and modern basics. Consumers remain loyal to the brand by trusting that its designs add flair to their normalcy, never so overstated as to seek attention, yet never so understated as to fade into the background. This connection with norm-core – present since the brand’s first few designs – has enabled Acne Studios to secure a strong position within the market of minimalist fashion.
Gen Z’s impact on the current flow of digital storytelling pushes luxury fashion to narrate not just high-end clothing, but a particular lifestyle based on the growing conceptions of -core. Fashion has gone beyond materialistic desire, it has become an aspiration. Whether it’s Dolce & Gabbana’s Mediterranean runway or The Row’s presentation of sophisticated luxury; the definition of ‘trends’ have surely changed – they are mood boards in motion: not just individual garments, but an overall vision.
Social Media: The Fuel of -Core Culture
Platforms like TikTok play a major role in the widespread of -core – through hashtags like #balletcore or #officesiren, which acts as digital archives, the trends reach millions of views and over 100,000 posts on each hashtag.
The athleisure market, encompassing styles like “healthcore” for example, is expected to reach a value of US$250 billion, seeing a 42% growth in the last seven years as of 2024, according to Heuritech. The evolution of this particular digital space expresses a collective shift in major fashion markets, suggesting that trends are heading towards a more holistic approach. By constantly initiating trends through easily accessible algorithms, social media continues to be a reinforcement of -core culture – operating under the idea that everything should be within reach.
These patterns in digital marketing, specifically in fashion, nudges brands to connect further with Gen Z audiences, urging them to understand the ethos behind these subcultures. By exploring themes such as authenticity, creativity, belonging and emotional resonance, brands could become not only more personable but memorable among young demographics, as they pay high significance to how they feel, rather than what they see.
Afterall, the fundamental driver of -core culture will always remain the same: the human desire to belong and our instincts to express.
BurdaLuxury’s Lens
The behaviour of modern consumers, when thoroughly understood, should prompt fashion brands to focus on product experience rather than product material. As young individuals increasingly dominate influential demographics – making emotional connections and creating a strong ethos could be the true advancement in marketing. When the market navigates further development, these factors may become a crucial asset to a brand’s long-term success.
