BACK TO THE FUTURE

Research has revealed the most searched for fashion decade in each U.S. state, and in Illinois, the most searched for and favorite fashion decade is the 1990s. And while you may wonder what it is about ’90s fashion that is causing locals such intrigue, a drive by New Trier High School or the shop windows in Highland Park or Lake Forest will remind you of the style decade you forgot you loved.

One only needs to tune in to an episode of Friends to appreciate the decade we fail to credit for great style. Even today, Rachel, Phoebe, and Monica are enviably trendy in their mini-skirts, tank dresses, and high waisted jeans. While the ’80s were all about neon overload, stacked Swatches, glossy lips, and Reebok hightops, the ’90s brought the return of adult dressing with a tailored look of casual sophistication.

The Aqua Net-suspended hairstyles of the ’80s were replaced by smooth tamed manes like “The Rachel,” and broad blonde highlights graced the manes of Hollywood stars like Alicia Silverstone and Drew Barrymore. Chunky bangs replaced teased tresses, and the daring went for razor sharp pixie cuts and layers upon layers. Long skirts and crop tops were paired with Dr. Marten boots and leather bombers, and the Adidas sweatsuit made its first real appearance since the 1970s.

Retail Insight Network published in November 2022 that Dr. Martens reported 13 percent revenue growth for first half of fiscal year 2023. In fact, brands that first gained mainstream consumer popularity in the 1990s have shown a huge resurgence in the past few years. Prada’s Re-Edition 1990s bags sell out before they hit the shelves, and their legendary original bucket hat has been made popular again both on the runway, and on television shows like Emily in Paris and Gossip Girl. Gucci collaborated with Adidas in 2022, and back is the sleek matching track suit adorned by hipsters in the 1990s.

Fanny packs of the ’90s have actually never gone out of style, but the bright nylon-colored pouches have been replaced with flat, tailored leather looks that are worn on the front of the body instead of the back. They have been reimagined by designer brands like Loewe, Louis Vuitton, and Chanel. Gucci introduced a “tool bag” waist purse that has gone through several iterations over the past three decades, but what has remained the same is the fact that almost every designer agrees that the fanny pack is here to stay. Not only has the original Gucci belt bag made a comeback (as seen on Kendall Jenner, and Kim Kardashian), The Vintage Bar reports that “In 2018, fanny pack sales accounted for more than 25 percent of accessory sales growth.”

Make-up trends in the 1990s also made their mark on the decade and have returned with a vengeance. Bobby Brown debuted her make-up line with a series of lipsticks at Bergdorf Goodman in 1991, and matte brick colored lips replaced the pale pinks and purples of the `80s. Today, Kylie Jenner has a lip color called “’90s bby,”which is a shiny lacquer in a pigmented mauve, Color Pop Cosmetics has a ’90s vibe lip set, and Clinique’s 1990s “black honey almost lipstick” continues to be a cult classic to this day.

Although first introduced in 1975, the French manicure became the trend in the ’90s, as did glitter nails, over-thetop designs, and acrylic nail tips. Botti Nail and Spa in Lake Bluff says that today, the most requested manicures are French, and various designs painted on long acrylic nail tips. If there is any question as to the how and why the fashions and styles of the 1990s have made such a vigorous comeback, a browse through Instagram will quickly make it clear.

It’s no coincidence that the ’90s re-emergence has come at a time when the supermodels of the ’90s now have supermodels of their own. Cindy Crawford, Kate Moss, Christy Turlington, and Heidi Klum, to name a few, all have daughters who are gracing the runways and acting as influencers on social media outlets. These modern day models have all recently ventured out in looks that have left teens and twenty-somethings routing through their mother’s closets hoping to find ancient, stashed away pieces.

It is often said that if you wore a trend the first time around, you don’t get to wear it the second time around; but the ’90s may beg to differ.

While inarguably the dreaded one-shoulder overalls and oversized plaid grunge shirts should be permanently retired, fashionistas of all ages should grab their Prada nylon Tessuto bag, a couple of scrunchies, and head over to Hansa Coffee Roasters in Lake Bluff.

Because even in 2023, hanging out with Friends is never out of style.