The 90's Comeback Concern

Kate Moss, circa 1998 for Harper's Bazaar. Moss is one of the most recognizable faces in modeling history, popularizing the term "heroin chic" during the peak Supermodel era.

As the years have gone on, there have been many ‘ideal’ body types projected in the media and in the fashion industry. The 90s being the super lean supermodel body type, the 2000s being the toned athletic build, and the 2010s being the curvy ‘Kim Kardashian’-Esque figure. Which all of these body types are not realistic and maintainable whatsoever for the average woman. Many celebrities even use plastic surgery to achieve these looks and fit in with the beauty standard in the business.  

However, in recent years the fashion industry has begun to see a more inclusive spectrum of body types being presented. With different brands like Victoria’s Secret, Versace, and Chanel featuring a wider range of body types in their runway shows. Also, Retail clothing brands have also been expanding their size ranges from only going S-L, to now being XXS-3X. This has been widely due to the body positive movement that has been spread through social media and with people no longer putting up with non-size-inclusive brands.  

Nevertheless, all good things must come to an end and this inclusivity might have reached the end of its time. With the recent 90s trends that we have seen making a comeback like minimalist style clothing, slip dresses, corset tops, and leopard print there is risk for a setback in the fashion industry. As mentioned previously, in the 90s, all the fashion was geared heavily towards people that were size 0-4. Which is BTW a very unattainable size for a lot of women. 

 The hope is that those body standards are over in this day and age.  But there is a very real possibility that consumers will not only start trying to achieve this retro 90s aesthetic through their clothing but also through their physique. Which sadly in the 90s this physique was most of the time achieved through very harmful diet culture and exercise behaviors. This affected young women of that age for quite a while and honestly still shows signs in that generation to this day. With many moms having unhealthy relationships with food and then projecting that onto their children. And brands still using that diet culture to promote different products that are “guilt-free” and “clean”; not to mention the endless stream of “low- calorie” recipe videos constantly blasted throughout highly influential social media sites like TikTok.  These presentations of “healthier choices” are really just the unfortunate remnants of the unhealthy mindset established in young girls throughout the 90s.  

Sadly, only time will tell if the past decades industry improvement of size diversity and inclusion will uphold to these 90s fashion trends coming back into play. But I think that it is not only up to the designers to help prevent this harmful cycle but also up to the influential celebrities and figures in our society. With a little more realism given to consumers and young impressionable people; these unrealistic expectations would not have as much of a platform to rise on.  

By: Sophia Johnson