Zeitgeist – the mood, ideology and spirit of a particular period of history shown by the ideas and beliefs of time.
Popular music – very synthetic due to advance in technology (spice girls,britney spears, etc.). The trends in the 90s saw the continuation of teen pop and dance pop which first emerged in the 1970s and 1980s. Hip-hop also became a lot more popular in the 90’s, artists such as Snoop Dogg, Dr Dre and Eminem started becoming more popular and claiming their fame in the music industry. As well as this; Rock music was also very popular just as it was in the 80’s, but it was a very different style of Rock music, in the 80s glam metal dominated the scene whilst in the 90s grunge, Britpop, industrial rock and other alternative rock music emerged and took over as the most popular of the decade; bands such as Nirvana, Red Hot Chilli Peppers and Guns’N’Roses became successful in the music industry in the 90s. Author, Alex Lifeson quoted “I think thats given inspiration to other musicians. I know, particularly throughout the 90s, a lot of bands would cute Rush as an influence. I don’t think it was so much our music, but more the way we really stuck to our guns”.
Fashion – for the majority of the decade, fashion was very minimalist compared to the flashy trends of the 80’s. One of the most mainstream trends was the adoption of tattoos and body piercings and to a lesser extent other forms of body modification such as hair braiding. Grudge fashion became a trend in the 90s, which then lead to the popularisation of the ‘casual chic’ look; this consisted of t-shorts, jeans, hoodies and trainers, a trend which continued into the 2000s. The early 1990s saw a continuation of late 1980s fashion, including bold, geometric prime clothing in electric blue, orange, fluorescent pink, purple, turquoise and acid green. Celebrities in the 1990s also influenced bold colours and outrageous clothing for example, leg warmers and metallic spandex leggings. Other fashion in the 1990s is the idea of wearing exercise wear such as sports bras, hoodies and leotards worn with jeans; this was very popular with young girls and teens. As the years of the 1990s decade advanced, grunge wear became more and more unpopular whilst more feminine and form-fitting clothing advanced in the fashion industry. Young women in the UK wore tailored skirts, baby doll dresses, animal prints, hot pants and high heels. Hoop earring were also a popular trend in the 90s along with plaid shirts, bomber jackets and baseball caps.
Zeitgeist Of Rankin
It is very clear that the zeitgeist of the 90’s inspired Rankin’s photography in a number of ways. One in particular being the 90s fashion. In many of his photography the model is very colourful and bold which reflects the fashion of the 90’s. He also overly edited his images to look very pop-art like which also reflects the popular art movement of the 90s.
In the photograph above Rankin has edited his photograph to look very pop-art like which was a popular art movement in the 90s. This image is from the front cover of a magazine; this was a very widespread type of media in the 90’s which would ensure that many people would have seen this image. Furthermore, Rankin is photographing a very popular musician from the 90’s showing that the music scene of the 90’s was very influential for Rankin’s photography.
This is another photograph taken by Rankin, it is from the front of a magazine which again was a very popular way of distributing media in the 90’s