Fashion Brands That Definitely Need to Rediscover Their 90s Runway Magic

Fashion and its ever-evolving eras have kept us all on our toes, eagerly chasing the latest trends. Over the years, fashion has had its ups and downs, with each decade offering something unique. From the rebellious spirit of ’80s punk to the tech-savvy flair of Y2K, there’s one era that continues to captivate us all: the ’90s.

The ’90s gifted us with “all things fashionable today.” Think bucket hats, slip dresses, cargo pants, and chokers—the list goes on. The contributions of this era to the fashion world are simply unforgettable.

Modern fashion has been a whirlwind. We’ve seen knee-length capris, low-waisted jeans, and athleisure dominate the scene. Yet, there’s a growing nostalgia for the evergreen fashion of the 90s. It’s as if we’re collectively longing to rewind the clock to that iconic decade.

Here are five fashion brands that need a ’90s runway revival.


Chanel, the iconic luxury fashion house founded in 1910 by Gabrielle “Coco” Chanel, has crafted an enduring legacy over the past century. Renowned for its elegant, timeless women’s ensembles, Chanel transformed post-war fashion with Coco’s groundbreaking designs and memorable quotes like, “A woman who doesn’t wear perfume has no future,” and “If you’re sad, add more lipstick and attack.”

Among its most iconic creations are women’s trousers, the jersey dress, the little black dress, nautical tops, the Chanel suit, and the legendary Chanel No. 5 perfume, all of which revolutionised women’s fashion in the early 20th century. However, the brand faced challenges, including a decline in the late 20th century.

The revival came in 1983 when Karl Lagerfeld infused new life, designs, and concepts into the brand. Lagerfeld once remarked, “When I took on Chanel, it was a sleeping beauty. Not even a beautiful one. She snored. So I was to revive a dead woman.” Lagerfeld, a legendary designer, significantly impacted not only Chanel but the entire fashion industry.

His reimagined tweed jackets and unrivalled haute couture pieces propelled Chanel to new heights. Following his death in 2019, Virginie Viard assumed the role of creative director. Despite her efforts to infuse modernity and fresh ideologies, her designs marked a significant departure from Chanel’s original ethos of classic elegance.

After a series of underwhelming shows, expectations soared when Viard drew inspiration from the 1920s for the 2022 haute couture collection. Unfortunately, the designs left many confused and disappointed. While Viard is far from an inadequate designer, her vision and creations often seem misaligned with Chanel’s heritage and core values.

Alexander McQueen

Founded by the iconic designer Alexander McQueen in 1992, this British fashion house quickly gained a reputation for its highly original designs that seamlessly blended artistry with exceptional technical skill. As a product of the ’90s, the brand not only grasped the trends of the time but also catered to the desires of the public, offering extravagant, lavish, and rebellious fashion statements.

Alexander McQueen’s legacy is marked by an expression of individuality, subversive strength, and raw power. After McQueen’s untimely death in 2010, the creative reins were handed to Sarah Burton, who led the brand until 2023 before passing the torch to Seán McGirr.

While both Burton and McGirr have brought their own artistic visions to the brand, many argue that it isn’t enough. As succinctly put by the fashion community and critics, “This is no longer Lee’s McQueen.”

They claim that the brand now lacks the new ideas and emotional depth that once defined its rebellious and thought-provoking streak. What was once a beacon of provocative and deeply felt design now struggles to capture the same intensity and passion.


The House of Gucci, founded in 1921 by Guccio Gucci in Florence, Italy, began its illustrious journey by specialising in luxurious leather goods. For nearly six decades, the brand captivated the world with its exquisite craftsmanship.

However, it wasn’t until 1981 that Gucci ventured into ready-to-wear fashion, a bold move that ignited fierce rivalries within the Gucci family. Despite the internal strife, the collection quickly became a sensation, cementing Gucci’s status as a powerhouse in the fashion industry.

The ’80s and ’90s were transformative years for Gucci. The brand’s collections during this period epitomised the stylish yet elegant essence of Italian fashion, exuding an old-money sophistication with a playful hint of retro flair.

The arrival of Tom Ford in 1994 as Creative Director marked a revolutionary chapter. Ford’s daring designs, featuring disco collars and bold limited edition pieces, redefined fashion with a blend of timeless elegance and contemporary style.


Fast forward to the present, and Gucci finds itself at a crossroads. While the brand remains undeniably trendy, some argue it has drifted from its roots of timeless luxury. The recent transition from Alessandro Michele’s opulent aesthetic to Sabato De Sarno’s sleeker vision signals a new era. Whether this shift will be embraced or critiqued by the fashion world remains to be seen.

Yet, one thing is certain: Gucci’s iconic ’90s aesthetic will always hold a revered place in the annals of fashion history.


The world of Giorgio Armani S.p.A. was born on July 24th, 1975, founded by the visionary Giorgio Armani and Sergio Galeotti. From its very first ready-to-wear collection, the brand has been synonymous with luxury, channelling an unparalleled elegance that has redefined modern fashion.

Armani’s designs have always embodied refined simplicity, introducing effortless sophistication that has transformed the fashion landscape. The brand’s commitment to streamlined modernity and timelessness has garnered a loyal following and critical acclaim.

Yet, as Armani prioritises simplicity and elegance, one might wonder: are we missing the glamour that once dazzled the fashion world? Is the brand’s cautious embrace of modern trends seen as playing it safe? These are the questions that invite us to reflect on Armani’s evolution. While its current direction remains a testament to impeccable taste, the balance between understated luxury and vibrant glamour is a topic worth contemplating.


The saga of the House of Dior began on December 16th, 1946, and on February 12th, 1947, the fashion world was turned upside down with the launch of Dior’s first spring-summer collection, famously known for its “New Look.”

Characterised by a full-skirted silhouette, the New Look epitomised Parisian luxury and elegance, quickly captivating Hollywood stars, American socialites, and European elites. This groundbreaking design firmly reestablished Paris as the fashion capital of the world.


Dior’s storied history is filled with iconic pieces, but the ’90s truly revolutionised the brand, especially with statement pieces like the “Lady Dior Bag,” created in honour of Princess Diana. This era was defined by the genius of Gianfranco Ferré (1989-1995) and John Galliano (1996-2011), who left an indelible mark on fashion with their luxurious and elegantly flamboyant designs.

Today, Dior seems to have veered from its original ethos of luxury. While many applaud this modern evolution, others are gripped by a wave of ’90s nostalgia. Will this new direction be embraced or discarded? Only time will tell, but one thing is certain: the allure of ’90s Dior is hard to resist.

Also read: 90s Models Who Championed The Era Of The Supermodel With Their Majestic Sashays

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