Normcore is the new word taking the fashion world by storm. "What is 'normcore'?" I hear you ask - well, it is the art of dressing normally. Bet you weren't expecting that were you? The AW14 campaign is all about encouraging us to embrace the basics, those essential wardrobe staples, such as black skinny jeans and classic tees. According to Seth Farbman, Gap global chief marketing officer: ‘Finding your own version of ‘dress normal’ is an art.’ The campaign stars Mad Men’s Elisabeth Moss, Girls’ actress Zosia Mamet, Angelica Huston, Michael K Williams from Boardwalk Empire and True Blood’s Luke Grimes. All were chosen, we’re told, because they are ‘known for their own art of dressing normal’ (which is sort of calling them boring but we’ll ignore that). So basically what you're saying is the look I've been rocking since I was a kid (=one of utter normalcy) just became cool?