Diversification of goth style
Although the goth music scene began to lose impetus in the early 1990s, versions of goth style began to appear on the catwalks.
This was most prominent in the work of British designer Alexander McQueen.His uncompromising collections experimented with the macabre in ways that thrilled the alternative scene and high fashion insiders alike.
Meanwhile, goth style became more available to mainstream consumers through high street versions of designer trends.In the US, the Hot Topic chain, founded in 1989, sold alternative style to teenagers through regional mall outlets.
For some, this commercialisation diluted goth's countercultural charge.In contrast to the DIY culture of the 1970s and 80s, a desirable Goth look became increasingly expensive to acquire.
Nevertheless, the subculture proved resilient, expanding to incorporate new influences.By the later 1990s, hybridisation with dance music culture produced cybergoth.Ensembles combining colossal platform boots, neon hair extensions and tech accessories like masks and goggles evoked a dystopian, posthuman future.
The international spread of the subculture generated new styles, too.Japanese Gothic Lolita style aimed to refashion its wearer in the image of a Victorian doll.
Exported internationally in the early 2000s via manga and anime, Gothic Lolita became a major influence on western goth style.It indirectly inspired "cute" gothic looks like "pastel goth" – goth style in the sweet, childish colours the subculture once rejected.
At the same time, many goths cultivated a passion for authentic recreations of historic costume, harking back to period styles inspired by the literary and cinematic tradition of the gothic.At the twice-annual Whitby Goth Weekend, founded in 1994, many participants pay tribute to Dracula author Bram Stoker by parading the sea front of the town where the author found his inspiration for the novel in meticulously crafted Victorian ensembles.
For members of the subculture, one particular style might define their personal image, or they might choose to wear different looks for different occasions.
The "corp goth" even adapts their look for the corporate environment, wearing office-friendly versions of the style.But crucially, by 2023, there are many ways of being a goth.