The Rise of Rave Culture – Fashion
Posted in Trend Alert
For any of those fashionistas out there who remember, we were actually witnessing the initial influx of the reputable rave culture last January ’17, mainly in the menswear department and not forgetting the frequent celeb sighting from 2014.
What we have seen this fashion season is the impact of such a social society and how it has continued to grow, making distinctive moves on the runway instead of the recollection of a 90s dance floor in some derelict warehouse.
Some are calling it adventurous (for certain fashion houses) but really it’s just like any other reoccurring style and statement that makes their comeback; along with the methodical current twist. Maybe the protocol that lies with such a notion makes the elite few class it as such, as clearly, the rave scene was a drug fuelled opportunity to dance to prohibited music in forbidden (and usually illegal) establishments.
However, the fashion streets don’t lie, and this is where to look. Already we can observe that the rave culture is leaving its mark; Doc Martens, denim dungarees, mulberry colour lipstick, and logo t-shirts telling the world what they think. We can be drawn into the marvel that is the catwalk, believing the storytelling along with the dictation, but in truth, some of it is already happening on the streets; it’s a commonplace location for trend spotting, especially with students, musicians, and other creatives. The young (especially youth culture) are forever exploring, being bold in what they wear and fearless with their personal statements displayed through their own style, in other words, they’re full of inspiration for others to admire and gain motivation from.
In the 90s, major fashion brands were associated with such a music led sub-culture; Moschino, Versace, Iceberg and D&G, all prime examples, in fact their logos ruled the dance floor, literally. Moschino was particularly connected with this era, a time when displaying the brands logo wherever possible, was the way to don it. A time also before social media, so the youth and their individuality was down to what you wore and not how many ‘likes’ one had amassed that week. That was the beauty of (the lost) subculture; they were actual movements, which kept fashion and concepts alive in such a fresh manner compared to the insular digital method today.
In all, the rave culture had a huge impact on the industry, so much so the actual attitude towards fashion, the labels, and most importantly the wealth attached to such notable brands changed. Basically, these rave-movers were not just obsessed with music and its location; a new wave of fashion elite emerged in the 90s; you had to look good, in fact, Versace logo blazoned good. There has even been a recent influx to such a decoration of a brand, particularly a couple of seasons ago with the invasion of the bum bag and its logo infestation: this concept was rife in the 90s, you had to look expensive, even if you couldn’t afford it. Such ideals became so strict it is how the whole ‘no trainers’ policy came into process within the clubs. In 2018, with the on-going strength of athleisurewear and its day to evening concept, I don’t think that will be a problem: for now. In the meantime though, watch this space for the continuing rebirth of rave culture.
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