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Read more about hip-hop's influence on fashion and streetwear Michela Angela Davis, former fashion director at Vibe Magazine, states how “hip-hop gave brands a whole new life whether they liked it or not.” And so the ‘it’s cool because we said it’s cool’ concept was born. Brands such as Polo Ralph Lauren were popularised by the booming hip-hop craze of 90s downtown New York.
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Music, sport and youthful hysteria all collided with fashion to create an idea that many found absurd - the concept of fashion being influenced by those not part of fashion’s elite and that trends could be born and propelled by kids on street corners riding skateboards and wearing bomber jackets.
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I have embraced this trend with vigor, championing its nod to the reckless avant-garde years of the 90s when the style was born in the epicentre of young urban life. I approach the fashion trends of 2018 with a similar level of enthusiasm. If I were being adventurous I might even pair the look with some chunky beads in illuminous orange as I walked to my friend’s house at the weekend, clasping my copy of Girl Talk mag whilst listening to Umbrella by Rihanna on my Ipod Nano play on repeat. I’d experiment with all different techniques from using heated hair twirlers to sleeping in braids to achieve that killer cool gal vibe. I remember how I would spend hours trying to get my locks to look just right. We can all remember our favourite high school fashion trend.