Explore nine incredible moments that changed 90s fashion history with these iconic images from the Shutterstock archives.
From the high glamour of the Amazonian-like supermodels to grunge’s plaid shirts taking over the runways, 90s fashion redefined pop culture. A new crop of rising young designers breathed life into heritage brands and supermodels dominated pop culture, strutting from the runways to music videos and even the red carpet. Always known for pushing the boundaries, 90s fashion wasn’t without its controversies. From salacious runway shows to the introduction of grunge, relive all the iconic moments that redefined fashion and pop culture as we know it.
1. The $10,000 a Day Supermodel
Linda Evangelista and Christy Turlington Calvin Klein 1990
“We have this expression, Christy and I: ‘we don’t wake up for less than $10,000 a day.’” Linda Evangelista revealed during an interview with Vogue in 1990 just how much supermodels could command for their time. Since then, Evangelista’s quote is one of the most famous quotes from a fashion model. During an interview for Vogue in 2001, the supermodel addressed what she had said in her twenties. “I feel like those words are going to be engraved on my tombstone.”
Maybe it won’t go that far. But, her outspoken ways have gone down in fashion history.
2. The Perfect Fashion and Hollywood Couple
Cindy Crawford and Richard Gere at the Academy Awards 1992
For eight glamorous years, Cindy Crawford and Richard Gere walked the red carpet as one of Hollywood’s most beautiful couples. The actor and model were at the height of their careers in the early 90s. Their perfect features graced the cover of Vogue and People called them the “sexist couple alive.” At the Academy Awards in 1992, the married couple were two of the most famous people in the world. While their love story didn’t last, they are cemented in history as the most photogenic couple of the 1990s.
3. Kate Moss and Calvin Klein Ushering in “Heroin Chic”
Kate Moss Calvin Klein 1995
Kate Moss’s Calvin Klein campaign marked the dawn of a new type of model dominating campaigns and runways in the 90s. Her look was dubbed “heroin chic” by fashion editors and the media. Part of Moss’s appeal was her understated glamour and the constant attention from the press. She was a stark contrast from the over-done Amazonian supermodels from the 80s. Barely out of her teens, Kate’s slight frame and fresh faced brought in a new age of minimalism. It was her collaboration with Calvin Klein that began fashion’s obsession with Miss Moss and all of her bad gal ways.
4. Marc Jacob Making Grunge Fashionable
Marc Jacobs’ Perry Ellis 1993 Collection
Never one to shy away from taking a risk, Marc Jacobs decided to infuse grunge into the all-American brand, Perry Ellis. However, his vision proved to be too provocative for the preppy brand. Jacob’s groundbreaking Spring/ Summer 1993 collection was his last at the company and resulted in one of the industry’s most infamous firings. But, his parade of models in beanies, slashed shirts, and combat boots were right in line with fashion’s next biggest trend. Grunge might not have been appreciated at Perry Ellis, but soon it took over 90s music, fashion, and teen culture.
5. RuPaul’s 1st “Viva Glam” Collection For MAC
RuPaul MAC, Paris, France 1995
MAC launched their Viva Glam collection with the glamorous diva RuPaul as the face of the beauty brand. As the host of RuPaul’s Drag Race, he was a makeup magician. He even said once, “I wear more makeup than anyone I know.”
But, in 1995 it was a groundbreaking move for an international beauty company to have a non-white model as the face of its brand. MAC’s iconic campaign showed a cultural shift as fashion became more inclusive of the LGBTQ community and began featuring models of color in their campaigns.
6. Naomi Campbell and the Trio Dominate Runways
Naomi Campbell at Anna Sui RTW Fall 1995
Linda! Naomi! Christy! Oh my! Fashion’s original trinity dominated the runways, covers, and editorials for the most influential designers throughout the 80s and 90s. The glamorous trio oozed a sisterhood and a jetsetter lifestyle that were squad goals way before the term became popular. They starred in Versace campaigns together, were featured in George Michael’s Freedom music video, and always looked like they were having the time of their lives. Towards the end of the 90s, Linda Evangelista and Christy Turlington began to focus on other endeavors and their personal lives. But, Naomi Campbell continued to strut the runways well into her forties.
7. Tom Ford for Gucci
Tom Ford for Gucci RTW 1996
Tom Ford resurrected the ailing fashion house, Gucci. Of course it wasn’t without its controversies. As the creative director of the brand, Texas-born Ford sent models sauntering down runways in hyper-sexy looks and draped in provocative poses for the brand’s campaigns. Yves Saint Laurent acidly commented “The poor man does what he can.” Even without his blessing, editors and celebrities began flocking to Gucci for their sensual designs that defined 90s sexiness.
8. Jean Paul Gaultier’s Menswear
Jean Paul Gaultier Menswear Fall RTW 1998
Another designer who made editors and front-row guests blush with his provocative designs was none other than Jean Paul Gaultier. Inspired by Marilyn Manson and Frida Kahlo (two artists who never skimped on the shock factor), Gaultier’s menswear shows were spectacles that toyed with the ideas of sexuality and gender norms. It’s an understatement to say that he pushed more than one boundary. Known as the man who designed Madonna’s infamous cone bra, Gaultier added the same raw sexuality to his menswear shows.
9. Alexander McQueen Fashion Shows
Alexander McQueen Spring 1999 RTW
Alexander McQueen kept in line with the racy looks that dominated the runways in the late 90s. His designs just took it a step further with designs and shows that were more flamboyant and abstract than his peers. McQueen’s shows featured aerial acrobats flying above guests. His models were restrained in facemasks and metal contraptions. Editors were never quite sure what to expect from the British-born designer. While the wearability of his clothes was questioned, McQueen’s place in fashion as one of its greatest artists was never up for debate.
Looking for more fashion history? Check out these photo tours from the Shutterstock archives:
- The Best Photos from Fashion Month 2018
- Memorable Moments That Redefined Fashion Week
- 7 Women of Color Who Revolutionized Fashion in the 1960s-70s
- How Excess, Individuality, and Art Gave ’80s Fashion Its Funk
- 8 Models and Designers Who Redefined Beauty in the 1960s-70s
