Asthelastperiodbeforethe digitalworlddominated culture,thelegacyofthe‘90s isviewedthrougharosetintedlensofCDcovers, magazinespreads,cableTV shows,andblockbusterfilms.
Iconicpiecesthatarestilla trendfortheyounger generationtoday,started toform.Youstartedseeing Goldchainsandrawdenim gofrommusicvideosto straightonontherunway.
The 90’s was not only a transitional period for fashion but it was also an expansion for Rap and Hip-Hop. Artists were given an opportunity to express themselves with their music and unique fashion styles, bringing it to streets such as NYC and California.
Influential stars such as Aaliyah and groups such as N.W.A spoke about the struggles of growing up as a young person in their generation and the challenges of a quick rise to fame.
“Hip-hopisnotsomething thatyoulistento,itis somethingthatyoulive”.
T H E E V O L U T I O N O F H I P - H O P F A S H I O N
The '90s was arguably one of the most iconic fashion decades of all time and birthed most of the trends that are still dominating our closet to this day. Icons include (but are not limited to) Run-D.M.C, LL Cool J, Queen Latifah, N.W.A and Aaliyah and each set their own '90s styling rules that seriously shook up the game.
'90s hip-hop saw rappers go from musicians to fashion legends and some of the decade's most prominent artists - like Ice Cube, Biggie Smalls and The Fresh Prince of Bel-Air - influenced a huge rise in the sale of Timberland boots, Dungarees and ultra-baggy joggers.
Although hip-hop music dominated the decade, some subgenres also rose to prominence. Trap music was born and gangsta rap took over the scene. Birthed in the streets of NYC, some of the world's most iconic gangsta rappers took their experiences on the streetsfrom dealing drugs to living in poverty - and turned it into music which quickly took over the industry. Baggy hand-me-down clothing quickly became a staple fashion trend and tracksuitswhich were previously seen as a low-status symbol - started gaining more traction and popularity across the globe
BIGGEST TRACKS OF THE YEAR
V I C T O R I A‘ S S E C R E T T H E R I S E A N D F A L L
Victoria’s Secret was founded in 1997 by Roy Raymond who purportedly felt uncomfortable buying lingerie for his wife in existing stores. The Victoria’s Secret angels shows, helped the brand gain popularity and success in the fashion world. The first Victoria’s Secret Fashion show, held in 1995 in New York, became a mainstay for the company’s image for the next 23 years
Underneath all of the glitz and glamour of the Angel image, Victoria’s Secret soon became an unrealistic hell of reality for young girls. Catwalks walked by tall size zero women created unachievable beauty standards and disordered diets.
A three part documentary released in 2022 examined the #MeToo movement in context with allegations of misogyny and a lack of diversity against the brand.
Weeks later VS released a statement acknowledging their lack of judgment throughout the company and expressed their passion to change into a more diverse and exclusive brand.
S A V A G E x F E N T Y
Savage x Fenty has disrupted the lingerie industry and redefined ‘sexy’. With accessible price points and an extensive range of fashion forward styles, the brand celebrates fearlessness, confidence and inclusivity. In an interview about walking in the lingerie show Super models such as Bella Hadid said ‘for me, that was the first time I went on a runway that I felt really sexy. Because when I first did Fenty, I was doing othe r lingerie shows and I never felt powerful on a runway in my underwear’
We want to make people look good and feel good,” explains Rihanna, who approaches Savage X Fenty with the same mentality she does all her projects—to make something new and fresh that everyone can relate to and feel confident in. “We want you to feel sexy and have fun doing it.” From everyday essentials and more provocative pieces, men’s underwear and sleepwear, to elevated loungewear and sportswear Savage X Fenty has something for every mood.
Whatisdifferent fromVictorias
Secretisthat SKIMShasbeen inclusivefromthe verystart.Meeting everybodytypes needs,andmaking womenfeel beautifulintheir ownskin.
S K I M S B Y K I M
Skims is an American shapewear and clothing brand cofounded by Kim Kardashian, Emma Grede, and Jens Grede. Skims has a focus on body positivity and inclusivity across the brand and practice
inclusive sizing. The company was valued at over $3.2 billion in January 2022.
M
A R T I N E R O S E
‘I want to re design the idea of sexy’ She tells LOVE. The collaboration aims to separate the stereotype of feeling sexy and empowered. I want it to show that wearing lingerie isn’t just meant to be hidden underneath clothing or kept in the dark, you can wear it as an everyday look matched with clothes that make you feel powerful. The collection is heavily inspired by Aaliyahs wardrobe. I want her legacy of style to live on in this generation and generations to come.
C H A N E L X
This 90’s Hip-Hop inspired collaboration is a cross between Sexy and Street. The high-divine luxury name CHANEL is teaming up with London born designer Martine Rose, who is known for her unique way of presenting collections. The collaboration features sporty meets chic underwear, displayed in something straight out of an Aaliyah music video. With heavy influence from Rnb and old Skool Rap, Creative Director Tigerlily Bowden of the shoot tells LOVE the story behind the nostalgic collaboration.
REFERENCES:
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Edwinw, W (2013) 17 pictures of Lil Kim wearing Chanel Retrieved from BuzzFeed Website: https://www.buzzfeed.com/williamedwinw/17-pictures-of-lil-kimwearing-chanel-7hmq? sub=2170840_1109482&epik=dj0yJnU9d1BOYUpSX0ptVUxYamlSRkpsT0djUS 1RSm84SXRSRF8mcD0wJm49TlU3eUNKVEdBd20wZXE2X0RidnAzZyZ0PUF BQUFBR1ExYUg0
Borelli-Persson,L(2020)Hip-HopIsSomethingYouLive” Episode12of InVogueExplorestheConnectionBetweenFashionandMusic Retrieved fromVogueWebsite:https://www.vogue.com/article/in-vogue-the1990s-podcast-episode-12-rappers-on-the-runway-how-hip-hopchanged-fashion
Smith, N (2022) Why Aaliyah was so important to the development of Modern R&B Retrieved from The Culture Crypt Website: https://www.theculturecrypt.com/posts/why-aaliyah-was-so-important-to-thedevelopment-of-modern-rnb
Petty,F(2021) MartineRose:Wefoundnewwaysoftellingstories Retrieved fromI.Dwebsite:https://i-d.vice.com/en/article/5dbkjb/martine-rose-wefound-new-ways-of-telling-stories
Finnan, S (2022). Martine Rose on fashion, representation and her new collab with Tommy Hilfiger Retrieved from Image website: https://www.image.ie/style/martine-rose-onfashion-representation-and-her-new-collab-with-tommy-hilfiger-610853
Davidson, E (2022) The Extraordinary Women Kicking it in Martine Roses New Nikes Retrieved from Dazed website: https://www.dazeddigital.com/fashion/article/56539/1/martine-rose-nike-shoxmr4-female-women-footballers-soccer-community-euros-2022
Bush, J (2022) Here’s your chance to grab the Martine Rose Nike Shox mR4 Mule Retrieved from Hypebae website: https://hypebae.com/2022/9/martine-rose-nike-shox-mr4-collaborationsecond-release-where-to-buy
Rogers, D (2022) Kendrick Lamar dedicates his entire instagram to Martine
Rose Retrieved From Dazed Website:
https://www.dazeddigital.com/fashion/article/57445/1/kendrick-lamarinstagram-martine-rose-louis-vuitton-big-steppers-tour-outift
Kirkpatrick, E (2020) Naomi Campbell On Never Achieving Victoria’s Secret Angel Status from People website: https://people com/style/naomi-campbell-on-never-achievingvictorias-secret-angel-status-they-could-not-afford-me/
Spain, E (2022) Rihanna stuns in Savage X Fentys Valentines Day Campaign
Retrieved from E News website: https://www eonline com/news/1317092/rihanna-stuns-in-savage-xfentys-valentines-day-campaign
Stark, G (2022) Red Hot Retro Retrieved from DailyMail website:
https://www.dailymail.co.uk/tvshowbiz/article-10974303/Kim-Kardashianbrings-80s-sexy-SKIMS-swimwear-ad.html
