Unless you have been living under a rock for the past few months, you will have found it impossible to ignore the building presence of 90s influenced fashion trends. Think bucket hats, chokers, high waist turn up jeans and even higher necklines. These are all playing a big role in what can be called a nostalgic revival of old trends being re-lived by those who were slightly too young to live them out fully when they were in full swing.
But there is one thing I have noticed that runs through a lot of the variations of the 90s style that although is most prominent amongst boys can also be seen on girls. That is the conspicuous , possibly pretentious wearing of what are thought to be cool or trendy brand names. You may think that this is limited to those brands that are the crème of the crop- your Nike, Tommy Hilfiger or Ralph Lauren but I have also noticed some people wearing some of those brands that a few years ago nobody would be seen dead wearing- Kappa, Reebok and God save us- Diadora! One thing that ties all of these together, no matter how expensive they are, they are usually sporting brands that make ‘urban’ streetwear. It’s a look that suggests you’re on the way to the gym when really- you’re probably going on a night out to a ‘secret location rave’ or to a trendy bar in the stylish quarter of town.
I’m not going to bash this trend because I seem to have acquired quite the collection of crop tops/sports bras, shorts and trainers (obviously!) which all feature some kind of branding-something I never thought that I would see myself doing. I used to turn my nose up at people who lived for brands and would only wear an item of clothing if it was an established and recognisable designer. But this is probably because these recognisable designers are signals of wealth and thus an easy way for people to outwardly display their success. However, I think this time round, it is less about wealth and more about being cool (I personally hate the idea of cool- what does it even mean to be cool?)- showing that you are into fashion; willing to put the time in to source something that you can’t just buy on the high street, but have to trawl through vintage/ second hand shops to find something a little more original so I can appreciate it to an extent.
But this idea of being original and different is a contradictory idea in itself. If everybody is looking for a cool Ellesse sweatshirt or one of a kind Adidas bucket hat it’s going to become impossible to be original with this trend. I guess this is similar with what happened when hipsters first began to wear certain things ironically to make a statement…as the trend catches on and more and more people adopt it meaning all irony is lost. And now we’re left with those God awful ‘GEEK’ printed t shirts.
So I know I’ve gone on a massive tangent, but the main point I’m trying to make is that Big brands are in. And the more 90s and obscure as well as the more obviously high end they are, the better they are and the cooler you will be and the more friends this will get you and ultimately the happier you will be. Okay so I couldn’t help but be massively sarcastic there but I hope you see what I’m trying to say. Don’t buy into this trend simply because it is a trend that is cool and in at the moment. It will pass and in a few years we will cringe at what we were wearing. But by all means enjoy it also. Just make sure you don’t end up looking like a walking advertisement for a sports store!
That’s my two cents!