With the 90’s, fashion magazines and fashion designers began making the transition from grunge to hipster chic, with designers like Ralph Lauren, Levi’s, and J.
Crew all stepping up their game to become the go-to brands.
But even as fashion became more of a mainstream phenomenon, it also saw an exodus of fashion designers who were leaving to focus on their careers.
“We all saw the decline of fashion, and so we decided to stay and try to keep it going,” said Lisa Eppstein, the founder of fashion brand Pregnant with Pregnants, a fashion house in Brooklyn that is now owned by the Vogue Group.
“It’s just the way things are now, you know?
The designers that were making the money and the big brands that were taking over were all leaving.”
Eppstein is referring to the rise of labels like Prada, H&M, and Dolce & Lavender, all of which have had to shift their branding to avoid being swallowed up by their fashion counterparts.
“For us, it’s like we were the only fashion house left,” Eppstins says.
The fashion industry has struggled to keep up with the changing consumer needs, as well as changing tastes, with brands that once relied on a younger and more urban demographic now having to focus more on the older and more conservative population.
But not all fashion designers are leaving.
Lisa Epps says her company’s success is thanks to the hard work and dedication of the many designers who work in the industry.
“We’ve had some of the best designers in the world, and it’s because of them,” Epps said.
“I don’t know if you could ever ask for a better group of designers.”
And for many designers, the transition is a success story.
Diane Hagen, a New York City fashion designer who was in her early 20s when the 80s started, said the transition has made her a better designer, with more time to develop her work.
“People have to be in their 30s and 40s to make a living,” she said.
And while she admits there are still plenty of designers who still want to be designers, Hagen says her career is now on a different trajectory, thanks to her husband, Michael Hagen.
“He’s become a designer, too,” she says.
“When I was in my 20s, I was a fashion designer.
Now, he’s just a designer.”
What is the 90S?
The 90s were the decade that was meant to usher in a new era of fashion.
In the 1980s, the American fashion industry had been in a downward spiral, with labels like Burberry, Calvin Klein, Ralph Lauren and even Ralph Lauren’s own Burberry trying to claw their way back.
The 70s and 80s were also the decade when the internet and digital media changed the fashion world, as many celebrities like Mariah Carey and Mariah herself took on social media to show off their style.
In addition to the 90 s, fashion designers were also seeing a surge in interest in vintage and vintage-inspired fashion, with a resurgence of the trend with the release of the “Vintage Collection” and “The Vintage Collection Collection” of high-end items, like Louis Vuitton boots and Alexander McQueen jeans.
“I’ve seen so much interest in this in the last couple of years, it has really taken off,” says designer Sarah Kish.
“And it’s not just women, but everyone has been obsessed with it.”
Kish’s brand, Kish, focuses on timeless pieces with timeless colors and prints, which are often paired with retro designs from vintage shops.
“All of our pieces are hand-made in New York and have been designed by hand,” she explains.
“The fabrics are hand picked, the materials are handcrafted, and everything is hand washed and the quality is very high.
We have a huge team of people who are really excited to work with us.”
The style of fashion that the 90-s designers were working towards is what many designers consider the modern-day counterpart of the 60s and 70s.
“If you look at the 90 years, you will see a lot of the same trends,” said designer Lisa Eippstein.
“You see the same colors, the same textures, the fashion trends.
And it’s really about a certain era.”
“The 90-year-old fashion trends have come back to life, and they are just so interesting and so exciting,” said Epps.
“In the 80-year age, we’ve seen the trend to be less flashy, and I think the fashion is so much more streamlined.”
According to Epps, the 90 era has seen a huge resurgence in fashion, as consumers want to stay connected with their style and feel. “There