The color of the photo is old, but the outfits are like new on the street yesterday. After nearly 30 years of looking back, the fashion sense of Korean youth in the 90s is still a vivid reference for casual style.
Korean fashion in the 1990s – liberal on every street
From Hong Kong, and Saigon to Seoul, at the end of the 20th century, the wave of Western culture and art was strongly imported into most Dong Van countries, making the fashion picture here have amazing transformations. surprised. The busiest streets in Korea are watered by many quintessential trends, still intact with beauty to this day.
With a canvas with a West wind but without losing the spirit of East Asia, young people in the Korean peninsula prefer to dress modestly, like to show off their charm points, and innovate Hanbok into more convenient versions. Relive the golden age of dramas with ELLE such as First Love, Doctor Brothers, and Model.. to get more inspiration from timeless fashion minds.
It can be said that the “seeds” for the outstanding development of one of the “Asian Dragons” began in the 1960s when President Park Chung Hee issued the policy of “austerity” for the entire population. However, until the 70s and 80s, the economy in general and the garment industry in particular Korea was still only considered as “first steps”. According to Woo Youngmi, fashion designer and founder of the famous brand Wooyoungmi based in Paris:
After twenty years of reform, the culture and art of Kim Chi have not been as popular and influential across borders as it is today. One of the major landmark events was the Asian economic crisis in the second half of the 1990s. The upheaval had severe consequences for major economic “lifebloods” in the continent at the time, such as Hong Kong and Japan.
To deal with this mass stagnation, the government of the Republic of Korea was forced to find a new export-focused direction to increase national income and treasury. Investing in the entertainment industry, which was also the beginning of the Hallyu wave, is a decision described by the Western media as “extraordinary”.
It is impossible not to mention the K-pop group Seo Taiji and Boys and later HOT as well as SES, leading in the export of South Korean culture and fashion to the whole of Asia. During this time, idols possessing outstanding images have contributed to shaping the style of young people.
Inspired by European and American genres such as Pop and Hip Hop, K-pop breathes new life into old traditions and breaks the stranglehold of an entire generation for more than 20 years of austerity. Popular culture now has a youthful, trendy but no less rebellious form.
In addition to K-pop, we also welcome first-generation fashion designers. They have made a name for themselves in the fashion world as well as presenting their collections within the framework of Seoul Fashion Week. One of the prominent names is Andre Kim, the first Korean-born designer to have a show in Paris. Seoul Fashion Week is also one of the world’s most anticipated fashion events, an opportunity for designers and brands to make their mark in the international media.
There is a phenomenon that always repeats when a country enters a period of economic prosperity and improved living standards, leaving behind the days of “catching the trend” of Western trends. It is a young intellectual class with an open mind but strong patriotism, who wants to use fashion as a tool to honor cultural identity and original traditions. This has led to a proliferation of innovative hanbok designs in bold colors that are perfect for everyday wear.
The 90s of the last century was also when Korean youth defined their own style and caught up with the flow of world trends. Not only that, the fashionistas here have added personal touches and Asian breath to their costumes, creating a unique whole. The fashion industry also bloomed and sublimated with the appearance of international magazines. The birth of ELLE Korea in 1992 marked a new history in the journey of “invading” the world of the entertainment and beauty industry in the land of Kim Chi.
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