Historically, fashion has fascinated men in all human culture. It is intertwined with human culture and civilization, as fashion, fads, and trends have always been a part of it. The motivation behind fashion is the desire to look good, stand out, and gain recognition from others. This drives individuals to create new fashion styles. Fashion can be defined as the cultural construction of one’s embodied identity (Fashion Theory, 1). In everyday language and for the purpose of this text, fashion refers to the dominant mode or style of dressing in a specific society during a particular period.
Fashion encompasses various forms of self-fashioning, including both street styles and high fashion crafted by renowned designers and couture (Fashion Theory, 1). Within this definition, it is understood that fashion is inherently subject to alterations. These modifications in fashion frequently mirror shifts in the socio-economic conditions of a society. It is worth noting that fashions also exist in other realms of human pursuits such as furniture, automobiles, houses, and the like. Nevertheless, sartorial fashion generally receives more significant emphasis.
The distinct fashion styles of the 1990s and 2000s in North America can be attributed to the close relationship between clothing and personal identity. This essay explores the fashion scenes during these two decades, emphasizing the uncertainties and changes that characterized the 1990s, such as recession and high unemployment rates, along with rapid global socio-economic and political transformations.
The removal of dictators and totalitarian regimes in North America fostered democracy and freedom, leading to remarkable technological advancements like the internet, mobile phones, personal organizers, and other gadgets that swiftly became indispensable in daily life. Consequently, these rapid changes revolutionized society while enabling individuals to enjoy the advantages of residing in a liberated world.
This article focuses on the USA and Canada, two Northern American countries. Globalization and socio-economic uncertainties and changes had a significant impact on the citizens of these countries. The fashion of the 1990s was greatly influenced by these prevailing situations, leading to it being referred to as the decade of anti-fashion. As mentioned by Evans (2003), this was a period where street fashion surpassed haute couture, symbolizing the decline of the designer.
In the world of fashion, the 1990s marked a departure from the strict and elite power dressing of the 1980s. Instead, this decade embraced a more rebellious and unconventional approach. This was evident in the trend of picking and combining different styles or periods that appealed to individuals. Nostalgia and retro became prominent themes in fashion during this time. However, there was a criticism that this willingness to borrow from other styles indicated a lack of originality and creative intelligence (Mcevoy, 2007 p. 8). Just like other fashion trends, the style of the 1990s was also influenced by the prevailing musical genre of that era.
The fashion choices of popular musicians and musical groups were imitated by their fans, with MC Hammer being a prime example. The grunge genre of music also held great influence over fashion during this time. As a result, flannel shirts and thick-soled boots became prevalent in the 1990s fashion scene. Both men and women commonly wore baggy pants, while girls favored flannel shirts and fitted T-shirts. Additionally, low-rider pants that exposed the lower abdomen were popular among girls. Initially, men embraced the trend of wearing extremely oversized pants.
The fashion trend of wearing pants that hang halfway down the backside, revealing underwear and secured in place with a tight belt, became popular globally. This style was rumored to have originated in American penitentiaries where inmates wear loose fitting pants without belts for security reasons. Some musicians popularized this mode of dressing, and it became a global fashion trend embraced by society at large.
