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Alternative fashion is fashion that stands apart from the mainstream commercial fashion. In some cases it may be the fashion of a subculture (eg: emo, scene, goth, hip-hop, industrial, cyberpunk, etc.) or it could simply be a fashion influenced by a subculture. It is fashion from the fringe[1], and may often be more artistic, than practical (1). Some alternative fashion shows fuse fashion with music, art and performance. (3) Music is usually extremely influential in the Alternative fashion market.
Alternative fashion is about clothing that lays down a challenge to accepted norms. Alternative fashion is less likely to be influenced by this season's looks, rising hemlines, or new blacks. It is more about a visual language that people employ to communicate with each other.(4) In the more general sense, the term "alternative" functions as somewhat of an umbrella term for a number of styles (be they fashion or subcultural), not homogenous, that share the fact that they are not mainstream (5)
In London, Camden is an established centre for Alternative fashion shopping, although the internet is the main resource for alternative clothing. This is because Alternative fashion is underground and not as easy to achieve as high-street fashion. The internet has created a new wave of alternative fashion, with unique clothing brands utilising social networking websites to promote themselves. One of the first companies to do this was Livid Thorn clothing, which started up in 2006, they are now one of the largest online clothing brands to appeal to the alternative fashion scenes.
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Media and commentary
The main magazine for Alternative Fashion is Alt Fashion, which launched in 2006. It is published three times a year seasonly, and features alternative fashion designers, photos and articles. In addition to the website which features news, events, articles, and reviews. It is published in the UK. In addition, more specific magazines, for instance Gothic Beauty magazine or focus on sub genres. Alternative Fashion magazines are also available to read free online. For example, the UK based Lipstick Royalty Magazine, an online magazine with a free downloadable shopping guide.
Events
There are a number of Alternative fashion shows, though generally they are not as prolific as mainstream shows. London has The Swatch London Alternative Fashion show. It has been running since 1996 and can feature up to 16 designers per day for the week that it runs (2). In North America, there is FAT - [The Toronto Alternative Arts and Fashion Week][2]: [FAT] is Toronto’s first-ever alternative fashion event, started in 2006 to showcase fashion design alongside fashion based visual art, performance and music . Melbourne, Australia has the Circa Nocturna: Melbourne Alternative Fashion Show, a yearly show that features a dozen or so alternative fashion designers.
There are also alternative Trade shows, London Edge, and London Edge New York.
See also
References
- (1) http://www.nocturnalinstincts.com/CN_new_FAQbodypage.htm
- (2) http://www.fuk.co.uk/events/alternative_fashion_week_2007_new_friends_and_trends
- (3) http://www.alternativefashionweek.com/main.php
- (4) Courtenay Smith and Sean Topham, Extreme Fashion - Prestel Publish London ISBN 3-7913-3175-2
- (5) Straw, W. (1991) "Systems of Articulation, Logics of Change:Communities and Scenes in Popular music" Cultural studies, 5 (3) :368-88
- ^ //Alternative-Fashion.com//
- ^ www.getfat.ca
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