While it's nothing new for designers to license their own names (Halston took advantage of almost every possible possibility in the 1970s), by the 1990s licensing and offshored brands were plentiful.
There are Ralph Lauren's Purple Label, Polo label, Lauren By Ralph Lauren, Calvin Klein's underwear, bed linen and perfume, Donna Karen's DKNY, Giorgio Armani launched Emporio Armani, Dolce & Gabbana launched D&G, Versace launched Versus, and in 1989, Their haute couture collection Atelier Versace was born - proving that no one can satisfy their love of Versace!
Elsewhere, fashion brands have been revived and continued to grow through clever placement of fashion designers; Tom Ford joined GUCCI in 2000 and the world changed forever.
Marc Jacobs was appointed creative director of Louis Vuitton in 1998 and designed the brand's first ready-to-wear collection in the same year, while Miuccia Prada launched a new era with a ready-to-wear collection from her family's historic leather goods label in 1988.
The menswear trend of the 1990s
Giorgio Armani has maintained its position as the king of tailors for men seeking suits, but since the 1990s were the most casual decade to date, many men wanted to indulge in the leisure afforded them by society.
In the office, "Casual Fridays" quickly became popular, and companies like Gap took advantage by offering "Chinos" instead of wool pants.
Elsewhere, the hip-hop and greasy-rock music scenes became trendy tribes that men could join.
At the former, baggy jeans paired with baggy, layered t-shirts are the order of the day.
In the latter, frugal band T-shirts were favored with unbuttoned button-up tops and ripped jeans. Men can also participate in the futuristic fashion trend with spiky hair tips dyed gold and metallic goggle-style sunglasses.
Cultural trend
In 1994, Friends premiered on TV and Jennifer Aniston became a fashion Muse overnight.
The men took inspiration from The Fresh Prince of Bel Air and Will Smith's fancy clothes.
On the big screen, Clueless became an instant fashion classic, bringing Alaia's importance to a whole new generation.
Boy and girl bands were popular -N'Sync, The Backstreet Boys, The Spice Girls, Destiny's Child.
Technology has become an integral part of life.
In 1996, MOTOROLA released the first-ever flip phone.
In September 1998, Google was founded.
Bill Clinton became president of the United States in 1993 and was impeached in 1998.
1995 O.J. Simpson was acquitted of the murders of Nicole Brown-Simpson and Ronald Goldman.
In 1997, Princess Diana died in a car crash in Paris.
