NOT IN FASHION

How does fashion change our view of the world? How does photography change our view of fashion? In the 1990s, the fashion scene fundamentally reinvented itself, mainly through the medium of photography. The lifestyle of that decade´s 20- and 30-somethings was shaped by music, subculture, intimacy and fashion. In the major capitals of the world, the protagonists of this era celebrated a new notion of corporeality and sought to distinguish themselves from the status quo and to develop an alternative lifestyle, a counter culture. This generation believed that it was necessary to portray ‘real’ life and an authentic youth culture and to blur gender differences and other social conventions. The numerous photographs, campaigns and key picture series from magazines of that decade featured in this multi-layered publication shows how radical and innovative this generation was and how it remains influential in fashion, photography and art to this day.