1990s - The New Vintage

After an age of masculinity and extreme styles, the natural female form was needed again. Hair went from hair damaging perms to natural, wavy hair (although it usually took a lot of styling to make it look ‘natural’) that was made popular by the cast of the TV show Friends. 

The cast of Friends

Simple clothes such as tank tops or crop were worn and it became fashionable to see bra straps and naval piercings showing.  Jewellery was to the minimal and simple, unlike in the ‘80s and ‘natural’ looking make up was popular. Denim was the must have staple for everyone. From the grungy ripped jeans to the Brit-pop jackets, every clique had them.

Kelly Kapowski from Saved by the Bell

Brit pop band Oasis

American power brands embraced these looks. Tommy Hilfiger was the king of street wear, especially after Snoop Dogg’s appearance wearing a Hilfiger jumper on Saturday night live (Hello Magazine, 2012). Calven Klien used shock advertisement and used sex to sell their products with the help of models Kate Moss and Mark Walberg; this was something completely new in the ‘90s and caused a bit of controversy. Sportswear giants such as Nike and Adidas became increasingly popular and worn as a status symbol by famous sports stars such as Michael Jordon who even had a brand of Nike trainers named after him. 

Snoop Dogg on Saturday Night Live

Controversial Calvin Klein campaign

References

Hello Magazine. (2012) Tommy Hilfiger [online]. Hello Magazine. http://www.hellomagazine.com/profiles/tommy-hilfiger/ [15/04/2012]

Bibliography

90s 411. (2012) 90s Grunge Fashion [online] 90s 411. Available from: http://www.90s411.com/grunge-fashion.html [05/05/2012]


Hypestyle. (2011) Should Hip-Hop aritists be compensated when they support a brand? [online] According 2 Hip-Hop. Available from: http://according2hiphop.com/2011/11/should-hip-hop-artists-be-compensated-when-they-support-a-brand/ [05/05/2012]


O'Brien, E. (2010) Calvin Klein brands Kate Moss 'difficult' [online] My Fashion Life. Available from: http://www.myfashionlife.com/archives/2010/02/10/calvin-klein-brands-kate-moss-difficult/ [05/05/2012]  


Oh, It's the 90s. (2010) Oasis, Rolling Stone Magazine, 1994 [online] Tumblr. Available from: http://ohitsthe90s.tumblr.com/post/470142479/oasis-1994-rs [05/05/2012]

The Baltimore Sun. (ND) A promotional cast photograph for the first season of NBC's Friends [online] Wikipedia. Available from: http://en.wikipedia.org/wiki/File:Friends_season_one_cast.jpg [04/05/2012]

Woman of the 90s. (2011) Kelly Kapowski, 1990 [online] Tumblr. Available from: http://womenofthe90s.tumblr.com/ [04/05/2012]