Photomedia: Fashion & Identity
For this exercise, I wanted to explore the period between 1985 and 1990, Looking at social
attitudes and identity of this period in the context of fashion trends. This was the time of
vast technological improvements which brought upon an age of nostalgia and along with it
such items as windows 1.0, Coke Cola and the Breakfast Club.
The reasoning behind picking this period is that I love throw back movies to the 80s, with
there over the top themes and creativity unfortunately this didn’t come out too much in the
execution but was my original inspiration.
Going from this to the 90s more casual feel where fashion became more about a casual
look is what interested me in this period. This can be looked into further analyzing a look
portraying an ‘ideal’ form which was seen in trends such as dance and new wave. While
there was a shift to a more “normcore” style of fashion in the 90s that was characterized by
simple & ‘normal clothing’. Made popular by brands like Calvin Klein.
Through my shoots, I wanted them to have a consistency which was done through the use
of patterns & solid background hue to help identify the contrasts. Another focus point of my
shoot was utilizing textures & patterns and contrasting them with a clean hue background.
Although not exactly relevant to the fashion trends of the times, the move to a simpler
pattern and less colour background is what is portrayed.
The 90’s photography inspired me as themes such as hurt, pain and existential crisis
starting to become more prevalent in fashion photography. These photographs were closer
The narrative in the shoot follows along our model as she goes from portraying this ‘ideal’
happy look, to a look closer to how she was actually feeling.
The first image explores the creative trends of the 80s, the identity of the model in this shot
is all about glam and being the center of attention. The fashion trends of fitness, neon,
textured patterns, bright over the top colours and big hoop earrings are present here.
Here I’ve taken inspiration from early grunge trend, Plaid & Overalls are the focus on this
In this shoot, I wanted to explore just a “normal” look. Keeping it simple with a sweater and
utilizing the fashion trend over the shoulder. Calvin Klein’s photography style of the 90s
influences this shoot. I liked the idea of creating a raw image. In the photograph, the model
is starting to become a bit more comfortable in her own skin.