antimoda 24
ANTIMODA concept that takes the first steps in the 90s. It arises from a growing weariness of ostentatious consumption, to the presentations where brightness prevails and to the demands that surround the world of supermodels. To offer resistance to this trend, some designers give free rein to their imagination and begin to undertake the search for subversive facets in fashion, with new models that are outside the parameters of beauty prevailing at the moment. This is accompanied by strong trends in the music field, with the rawness and simplicity of artists and bands such as Nirvana, Pearl Jam and Soundgarden. A new fashion called Grunge emerges that is distinguished by torn jeans, faded garments, retro dressing rooms and makeup and also second-hand garments. In the UK, this drifts to other fields and things like hand-held headlines, distorted texts and grainy photographs appear, as a response to the perfect aestheticism of the time.