Comfort and Relaxation: Grunge and Hip-Hop

The ’90s reject flamboyance, which means fashion is in search of new iconic heroes. Designers, influenced by bands like Nirvana and Pearl Jam, declare the “death of high fashion” and radically change the look of the youth. Collections by Marc Jacobs, Anna Sui, Karl Lagerfeld, and Christian Lacroix are filled with oversized sweaters, plaid shirts, wrinkled dresses paired with rugged boots.

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The conceptual nature of fashion in the late ’80s and ’90s was influenced by hip-hop culture. Unlike punks, who came from affluent families and shocked others with their aggression, the new heroes became representatives of marginalized neighborhoods. The fashion featured XXL clothing that allowed for unrestricted movement, sagging pants, baseball caps, and a fascination with pop culture symbols and logos. Street style once again took the runway and set the tone for youth culture.

The Pop Explosion of the ’90s

The main trendsetter of the ’90s in pop culture was Madonna. Her cone-shaped corsets and high ponytails set the tone for youth fashion. Madonna was at the forefront of the first fashion business empires created in collaboration with musicians!

Madonna

Let’s acknowledge that such a wild legacy could not go unnoticed by creative individuals. Having taken over screens and social media, and rightfully achieving iconic status, they set their sights on conquering the fashion world- and they succeeded quite impressively!

Business Empires: Fashion Icons from the Music Industry

In the fashion spotlight of the 2000s, unconventional icons Amy Winehouse and Lady Gaga emerged, becoming muses for fashion houses and captivating modern youth. We are grateful to them for creating a visual style that rivals that of Michael Jackson, Prince, and David Bowie.

Kanye West

Following the rebellious singers, the fashion market saw the rise of Jennifer Lopez with her JLo brand, Victoria Beckham, Justin Timberlake with William Rast, Gwen Stefani with L.A.M.B., Maroon 5’s frontman Adam Levine with Kmart clothing stores, Beyoncé with her venture Ivy Park, Rihanna, Jay-Z, and Diddy. The list could go on indefinitely, astounding with multi-million dollar contracts and the resounding success of their collections, but we rightfully award the top spot to Kanye West. Even Elon Musk has acknowledged that the rapper has long been a role model in many areas and a trendsetter for 21st-century fashion. No, it’s not irony – just the fact that 9,000 pairs of Yeezy sneakers were sold out in 10 minutes says a lot!

kanye

How West managed to conquer the fashion world remains a mystery, but it’s hard to deny his genius! Whatever he touches generates insane hype. His work combines conceptuality, attention to themes of war and racism, blurring gender boundaries, and a love for normcore. Everything sells out regardless of the price tag. The controversial style icon image of Kim Kardashian, created by him, has dominated social media. It’s worth noting that this image is based not only on meticulous style development and borrowings from European fashion houses but also on West’s personal discoveries.