Monday, 05 December 2016 16:42

ChicGeek Comment Brands Need The 90s Back

1990s fashion revival backThe 90s are back!!!! I thought I’d get in there early before all the headlines, like these, hit the internet when Raf Simons shows his first collection for Calvin Klein in February. See more here

Left - Pulp - Something Changed!

Kurt Cobain fashion menswear revivalThe 90s revival has been bubbling along for a while now. It was inevitable, everything else has comeback, after all. Over the last few years we've seen a few grunge or washed denim throwbacks. Looking back, it was something of a golden era. Sandwiched between the fall of the Berlin Wall and 9/11, the 90s was a time of minimalism, Britpop and dance music. While it didn't feel particularly original, at the time, what with the large ‘Groove Is In The Heart’ 1970s revival and the return to live music, it still had enough original music and fashion to be distinctive when looking back retrospectively.

Right - Where did I leave my cardy? Kurt Cobain, the poster boy of American grunge

It was also the start of designer fashion as we know it today. This period of rapid expansion and no internet was a golden era of shopping centres and brands reaching their zenith with a purity that almost looks like nothing, today.

90s fashion nineties Noel GallagherThe landscape has changed. What was fresh and rare in the 90s is now tired and saturated. People’s attention spans are shorter and what was sexy and provocative then is just an Instagram away.

Left - Noel Gallagher - The 1990s was a mix of 70s, sportswear & minimalism 

What could just be hype or a fresh start, it’s not just Calvin Klein that needs the 90s back. Brands like Gap and DKNY require a time when it was cool to wear a simple white T-shirt and a pair of washed jeans. What no tigers or themed gimmick? How will 2017 deal with that?!

It was easier then to impress. There was less competition and it was a slower pace of ideas and consumption.

DKNY just let their design team and Chief Ex. go and Gap has been trying to stem the decline in their sales for many years, closing stores and reducing its retail footprint. The basics market has been a race to the bottom in terms of price and the competition keeps those prices low. Will 2017 see the big 90s revival wave that these brands will ride back to popularity? Or, will it be all hype trying to shift a few pairs of overpriced pants?

So, what did we like about the 90s? I think we’re about to find out. Get ready for curtains, again!

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