90s Trend Edit: Logomania, Minimalism, Embellishments, Grunge

So many of the trends we’ve known and loved relate to a sense of a nostalgia. 70s bell bottoms, 80s power shoulders and now the popular 90s aesthetic that is taking over our social media feeds as well as our wardrobes. There’s a comfort in the familiar, those who wore the trends  in the day look back fondly on their Tommy Hilfiger sweats whilst the younger generation discovers these iconic brands with new eyes.

In a year that has already seen so much political upheaval, social stresses and cultural angst, it seems only appropriate that we look for comfort in some of our favourite fashion pieces. The re-introduction of belt-bags, logo tees, velour tracksuits and Steve Madden’s flirty sandals, brings a sense of ease to our SS18 wardrobes and a fresh look on originality.

Lifestyles of the Rich and Famous

Clueless, Beverley Hills, 90210, Hilary from The Fresh Prince of Bel Air, the looks of the stylish children of the upper classes were well documented throughout the 90s. Minute minis, spaghetti strap dresses, pedal pushers and bold checks, there’s something to be said about the femininity of the early 90s designers. From Versace to Guess, think classic designs with a trend lead edge.


Calvin KleinHugo Boss, Tommy Hilfiger, history is repeating itself. Logomania is back and more vibrant than ever before. Propelled by unmissable faces, the likes of Kendall and Kylie Jenner, Hailey Baldwin and Gigi Hadid have introduced a new sporty streetwear trend to a younger generation. Oversized sweatshirts and long track pants paired with heels, short tennis dresses with the unmissable Calvin Klein Jeans logo and bright white sneakers are in.


Tom Ford’s era at Gucci, the 90s are without a doubt synonymous with minimalism. Clean lines, classic cuts and stark minimalism made an unusual contrast from the usual powerful glam associated with the 1980s. Slip dresses, barely there sandals and a monochromatic colour palette defined the red carpet with names like Chloe Sevigny, Liv Tyler and Gwyneth Paltrow making the trend popular.


We couldn’t bring a guide to the 90s trend without mentioning the Winona Ryder, Kurt Cobain grunged up look that inspired so many youngsters throughout the decade. Pair Dr Martens classic boots with tight jeans or floaty dresses and don’t forget a bold, dark lip.

The 90s brough us some of the most iconic and innovative footwear. This season, American style king Steve Madden has reintroduced his classic 90s flatform slider. Any 90s girls will remember lusting after the classic shoe, pouring over Mizz magazine to find Britney and Christina wearing the shoe, other fans include Courtney Love and Drew Barrymore. On the other foot, so to speak, the Converse One Star saw a new surge. Originally created in the early sixties and worn by college student, the shoe was re-marketed outside of mainstream media in magazines like Thrasher and worn by the late Kurt Cobain.

Discover more iconic styles in our 90s Revival and Embellished edits.

Georgia Leitch

Georgia Leitch

Shopping Editor

A fan of maximalist fashion and all things fluffy, you can find me layering prints or looking for new earrings. A disco queen at heart, if I'm not dancing around the house to 70s soul, I'm counting my flares.

Georgia is currently loving...