1990s-2000

The 90s was a period that didn’t know limits, Americans idea of freedom was everything was liberal in the 1990; it was the decade also of globalization.

People became aware about news, violence in the environs, political scandal, aids, manipulation of food and cloned animals; so they started to the desire to know about news values, truth and security.

The telecommunication in the 1993/94 brought a revolt in Europe: life became virtual all because of the surfing in the internet.

Lara Croft, became fashionable role model for female youngster, because of her computer game Tomb Raider, revealing T- shirt, paratrooper boots, backpack and short shorts.

1998 Jean Paul Gaultier was the first designer that sell accessory from his internet gallery.

The lifestyle in the 1990s was really speedy all because of:

·         the digital networking of persons and places of work,

·          mobile phone,

·          programs,

·         computerized manufacturing plants

·         jewellery

·         style of the minimalism

·         in the 1996/97 Prada black nylon bag was the most required accessory

·         1996 Nike Town opened a megastore in NY

·         young people had more freedom than ever

·         Desire of perfect youthful body: wonder bras, push-ups, shape-ups, lift bottom and hold the stomach in.

There were a new discovery!  They found out how to make smart materials  trough a new technology : MICROFIBERS; others materials that gave freedom and comfort are:

·         Microbe free

·         Non-iron

·         thermo active

·         UV-resistant , made of antistress fibres  and smells good.

Though the beginning of the decade, the ability to dictate the French High Fashion trends appear drastically reduced, the catwalks of Paris continued to carry an irresistible attraction.

Parade in Paris was a guarantee of reputation, visibility and prestige in a phase alternations generation that led the new recruits to the British stylistic direction of some of the most important fashion houses : John Galliano has worked for Givenchy and Dior, Alexander McQueen has succeeded artistic director of Givenchy in only twenty-four years, while the house Chloé has chosen designer Stella McCartney as a chef.

The release of creative energies in English French fashion houses and the phenomenon of "six of Antwerp" - the group of six graduates of the Royal Academy of Fine Arts of Belgium town, who presented their collections in London in the late eighties and then continue to work independently - symbolically ended a century in which fashion has become an increasingly international phenomenon.

A new generation of young designers suddenly emerged in the late 1990s.

They rejected stardom and appeared distrustful of the media.

Belgian shooting star Olivier Theyskens has, at the age of 22, followed the example of his compatriot Margiela, but it is no hard task for him to reject the machinations of PR: ever since Madonna attended an Oscar awards ceremony dressed in his black satin coatdress, his name has been the talk of the town in that period.

In 1999, German designer Bernhard Wilhelm caused quite a stir in Paris when he presented a collection in which he unashamedly and unusually included elements of Black Forest traditional costume, he candidly confess : “I wanted to do something German yet fresh”.

There was a lack of millennium atmosphere in the fashion world: most women continued to find minimalism attractive.

However , the colour for 1999 was shocking pink – which seem to signal a new desire for extravagance.

At the same time, men became more adventurous and moved away from the restricting suit.

Designers of the decade:

·         Charles Worth

·         John Galliano

·         Alexander McQueen

·         Oscar de la Renta

·         Gianni Versace

·         Donatella Versace

·         Lecoanet Hemant

·         Hemant Sagar

·         Frenchman Diddier Lecoanet