Not in Fashion: Photography and Fashion in the 90s

MMK Museum für Moderne Kunst in Frankfurt/Main is showing how fashion changes our view of the world. In the 1990s, the fashion scene fundamentally reinvented specifically the medium of photography. That decade gave rise to a new generation for whom personal identity, individualism and a self-defined style were of crucial importance. Back then, the joie de vivre of the generation of 20-30 year-old creative minds thrived on music, subculture, intimacy and fashion. A new notion of corporeality was being celebrated in the major capitals of the world, such as London, New York, Tokyo, Berlin and Paris. The protagonists of this era sought to distinguish themselves from the established art and fashion scenes, and develop an alternative, lived counter-culture. They felt that the overly artificial images of prêt-à-porter, haute couture and glossy fashion magazines needed to be overcome and replaced with “real life” pictures instead Youth-Culture. They thus collectively dismissed the notion of the beautiful, and tried to elide gender differences and other social conventions.  Catch the last few days of this show - more info here.