Yes, we’re obsessed with the ‘90s (again)

Is it just me, or has this September felt even more fashun than usual? Alongside the recurring runway shows – and their storied front rows – there has been many more moments contributing to online ephemera for those following fashion culture. There was the ‘Vogue World’ extravaganza and then the opening of the V&A’s Chanel exhibition. Now the much-hyped AppleTV+ docuseries ‘The Super Models’ is finally available to stream. And it’s this – I feel – that is having the biggest impact on beauty conversations, too.

The show’s appeal is multifaceted. Of course, it bears the usual allure of a celeb documentary – the personal stories and insights into stardom, glamour, controversy, and drama. Plus, there’s the visual enticement that aligns with the artistic and aesthetic aspect of fashion. But another big reason why ‘The Super Models’ is so compelling relates to our enduring nostalgia for the ‘90s – the sentimentality that engages both those who lived through the decade and those who didn’t.

In my experience of writing about subjects such as pin-straight hair, French manicures and ‘The Rachel Cut’, articles referencing ‘90s beauty trends tend to soar. And – happily for me – in looking back to look forward, ‘90s influences were all over this London Fashion Week, with the S/S ‘24 looks centring on minimalist hairstyles and era-defining make-up (taupe-toned eye shadow; fresh-faced blush; darker lip liner, etc). What’s more, the famous are at it: Kim K is on the cover of ‘C R Fashion Book’ with a buzzcut and arched skinny brows, while Jodie Comer graced the recent Gucci show with the ultimate supermodel blow-out.

As for Cindy, Christy, Linda and Naomi – their beauty looks are as relevant now as they were back then, and their impact just as strong. So, my takeaway? This season, if I was choosing between hooking press communications onto a new TikTok micro-trend, and the original Supers still shaping pop culture now, I know which one I’d go for.