The age of technology and information sharing was dominated by capitalism and the exploration of Individualism. The undernourished look was in; “heroine chic’. This was the most casual of all the eras and denim was everywhere, particularly with rips in it. It is difficult to pidgeon whole one aesthetic in this decade as Individualism became so important to western life.
Third-Wave Feminism
Started by Gen Xers who had benefited by the progress made by the 1st and 2nd waves of feminism but pointed out the inequities that still existed though many considered the work of feminism complete. They also defined themselves by their support of other groups looking for racial and economic equality. It’s emphasis was primarily on the belief that gender did not define a person’s characteristics or traits.
Technology
After the end of the cold war, technology seems to focus on entertainment and personal use. To me this seems like a clear way to keep the innovation industries that had supported the war and cold war efforts busy and lucrative. This is also the only year that I was a parent…of a Tamogotchi.
The OJ Trial
OJ Simpson was acquitted for the murder of his ex-wife, Nicole Brown in 1995. This trial was closely followed across the world but especially in the USA.
Pop Music
The dominant music of this time was pop music. It was highly profitable and capitalized on the sexuality of youth.
Grunge
A counterculture movement that emerged from guitar bands in Seattle. It was influenced by punk-rock and heavy metal. The style that came along with it was heavily reliant on DIY culture, plaid shirts, converse shoes and combat boots.
Supermodels
The 1990s was the decade where models became celebrities. The were in hot demand and had high wages. They carried a massive amount of influence and I think were probably the first evolution of the social media age’s influencer.
Iconic Looks
Designer of Note: Issey Miyake
Though already a global name, the Japanese designer interests me most in the 1990s. It is a real departure from what we see in the West at that time, and to me looks like the predecessor of a lot of the relaxed styles that we wear today.
Image: Garment from 1993 Collection Pleats Please
Thoughts
Something that is interesting to me in the 1990s, is through the grunge movement we do some women exploring an aesthetic that is not feminine or beautiful. Perhaps this was a rejection of the highly sexualized adolescent popstars of the day.