Dreaming of the ’90s

Déjà Vu

July, 2023

Fashion is known for its cyclical nature, with trends from past decades often resurfacing and reinventing themselves. Yet, if there's one era whose style might transcend these repetitive cycles, it is undoubtedly the 1990s. This decade was a confluence of significant global, cultural, and technological shifts that left an indelible mark on fashion, society, and the way we perceive the world today.

The 1990s marked the end of the Cold War and the dissolution of the Soviet Union, leading to a period of relaxed global relations and newfound optimism. The rise of the internet revolutionized how people shared information and communicated, creating a more interconnected world. This digital transformation allowed popular culture to spread rapidly, making music, movies, and entertainment accessible globally and fostering a sense of global community.

The fashion of the 1990s was a reflection of these profound changes. It was a decade that embraced minimalism and grunge, with icons like Kate Moss and Kurt Cobain epitomizing the effortlessly cool, laid-back style that defined the era. Slip dresses, flannel shirts, and combat boots became wardrobe staples, while brands like Calvin Klein and Tommy Hilfiger redefined casual wear. The 1990s fashion was not just about aesthetics; it was about attitude—an embodiment of the rebellious spirit and individualism that characterized the decade.

This era was also a time of multiculturalism, where people from diverse backgrounds came together to create art, music, and entertainment. The influence of hip-hop culture became mainstream, with oversized clothing, graphic tees, and sneakers becoming ubiquitous. Designers like Jean Paul Gaultier and Vivienne Westwood drew inspiration from various cultures, infusing their collections with a sense of global eclecticism. The fashion runways of the 1990s were a melting pot of ideas, celebrating diversity and breaking down traditional boundaries.

Social movements played a crucial role in shaping the 1990s, and their impact was evident in fashion and culture. The rise of feminism saw the emergence of powerful female icons who challenged gender norms and redefined what it meant to be a woman. The LGBTQ rights movement gained momentum, bringing visibility and acceptance to the community, which was reflected in the bold and expressive fashion choices of the time. Environmental activism also started gaining traction, laying the groundwork for the sustainable fashion movement we see today.

The 1990s were a decade of progress and change, where previous social norms and perceptions were challenged and redefined. It was an era that celebrated individuality, creativity, and inclusivity, setting the stage for the diverse and dynamic world we live in today. The fashion of the 1990s, with its unique blend of minimalism, grunge, and multicultural influences, continues to inspire designers and fashion enthusiasts, proving that true style is timeless.

As we look back on the 1990s, we see a decade that was much more than just a period of significant fashion trends. It was a transformative era that shaped our global culture, redefined societal values, and left a lasting legacy on the world. The spirit of the 1990s lives on, reminding us of the power of change, the importance of diversity, and the enduring influence of true style.

Fashion seems to cycle through changes and repetitions, but if there's one era whose style might transcend this cycle, it's probably the 1990s

This era may also be the last generation to grow up without being heavily influenced by smartphones

The style of the 1990s has never truly left or can be said to have never gone out of fashion. Its periodic revivals today are less about nostalgia and more about cherishing an era that was diverse, inclusive, and unafraid to be itself.

Credits

Photographer

QIU ZI XUAN


Editor

SABINA VITTER

TED LUO


Makeup


Stylist


YANGXING

Hair


LAURA, YUMMI (LACOCO MODELS)

Model

DIDU, DION LEE, SANKUANZ,

SHUSHUTONG, ZHUU DA,

ARCADIA GYAL, UNTITLAB, YVMIN

Clothes & Accessories


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