September 28th, 2010 | By Paul Andre
The VMAs – a Hip Hop Fashion History: 1990 vs. 2010
The keywords are MTV, VMAs, Hip Hop and fashion – what comes to mind first? No! You weren’t listening if you said GaGa’s meat dress; we’re talking Hip Hop. Now everyone’s going to remember Kanye West’s garish red suit from this year’s festivities, but just how far has the Hip Hop community come over the years in terms of dress sense? Well, through VMA attire alone, we’re able to track just how many transitions we’ve gone through. We’re gonna do it like this: 2010 vs. 1990. Twenty years on how things have come. Any objections? Right then. Let’s go!
No, we’re not a girly mag, so we’re not going to criticise things like Drizzy’s odd footwear choice. In fact, however, his choice of clothes are certainly a statement. Minus whatever’s going on with his feet, the formal direction has significance. If we flip back two decades to 1990 (right in the high of New Jack Swing) it was nothing to see someone like MC Hammer rocking a freaky, torn-out jumpsuit, Digital Underground in their funkdafied African-styled garments, or even for Flava Flav (ever the show-off) sporting nasty green PJs. There’s certainly been growth and maturity.
Although it may be down to the fact that Hip Hoppers no longer have to fight for attention (with it only being the second year when a ‘Best Rap Video’ was acknowledged in 1990) the streetwear has certainly developed. Far-detached from days when vibrant and colourful displays were necessary, things have been relaxed as of late.
In the times between Rap’s first VMA category (1989) and now, the ceremony has become much more of a respectable occasion. Early on, any shows of this sort were a chance of rappers to create situations, but it doesn’t seem as common any more (we’ll let Kanye and Lil’ Mama’s actions last year slide for now) as now Hip Hop is given the same recognition as pretty much all other genres. This seems to have had a significant impact on not only the antics of those involved, but the choice of attire. Loud, attention-grabbing garms aren’t really necessary anymore; tying right in with the overriding colour of the 2010 show – black.
Jay’s ‘All-black everything’ is still making a lasting impression since he dropped “D.O.A.” and set a dark mood upon the Hip Hop fashion world. Although colour was splashed about (see Trey Songz coloured leather jacket) black wiped the rest out in 2010. From the actual award show to the after-parties, Hip Hop was a black affair.
To those expected to, formal dress was chosen, but this year did feature the fair bit of authentic street apparel too. Yes, the varsity jacket is back in full-effect. It seems like all the big streetwear brands are dropping a range of them this fall and of course it was reflected here. Even Bieber rocked a personalised one. Other than this, you could catch Waka Flocka in the straight black tee (keeping things ‘A’ as usual), Lil’ Jon rocking a gold rope chain for Hip Hop nostalgic purposes and numerous stars not allowing themselves to be caught without a New Era fitted. As it wasn’t really until the early to mid-nineties and beyond when the West Coast ‘gangsta’ style become embedded in mainstream Hip Hop fashion permanently, these two years are respectively pre- and post-Gangsta Hip Hop fashion. Nonetheless, they still offer insight as to how the middling phase came about and how it subtly still remains a part of it today (such as the big boots). Resultantly, streetwear at the big awards shows is still not a thing of the past.
Extra bits:
1990 Host – Arsenio Hall. 2010 Host: Chelsea Handler.
Best Rap Video (1990): MC Hammer “U Can’t Touch This” over “The Humpty Dance” – Digital Underground, “Just a Friend” – Biz Markie, “Principal’s Office” – Young MC
Best Hip-Hop Video (2010): “Not Afraid” – Eminem over “Airplanes” – B.o.B, “Forever” – Drake, “On to the Next One” – Jay-Z, “Pursuit of Happiness” – Kid Cudi
Sources: MTV, ONTD, KanyeWest.us
Posted by: Chiino – Filthy Dripped
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