This Magazine is the result of an analysis and investigation of the 90's based in the movie Clueless directed by Amy Heckerling, and released in 1995. The purpose of the magazine was to highlight the trends that occurred in that decade, understanding the music, fashion, political views and much more. The trends were grunge, fancy, pop, brit-pop and hip-hop. After all the analysis and understanding of each trend the team came up with different concepts that can be use to design in fashion, in products, in exhibitions, etc. 

The main concepts are / Antagonistic Youth / Golden State of Mind / Popular Diversity

Once we had conclude the analysis of the contextual universe of the 90's and at the same time the conceptual and aesthetic universe of the movie Clueless, we developed a parallel between both to have a broad vision of how the society was structured; starting from the most formal aspects (politics, economy, society, technology) finishing with those that constitute the specific culture (music, fashion, media)

In contrast to the consumer boom a new movement was born and its main characteristics was to go against social codes, having a rebellious attitude as a production of friction between being and looking like teenagers. Expressing apathy and rest through their music lyrics, reflecting disinterest for life, this was mainly due to the consumption of hallucinogenic substances.

The abundance of the economy focus in Beverly Hills was reflected in teenagers, creating an atmosphere of refined maturity around consumption as a social acceptance, due to the democratization of fashion, and the growth of luxury brands. 

The leading role of the teenagers increased a very naive and positive spirit. This was a behavior shaped by popular media icons, allowing them feel unique and secure. This vision grew through the fantasy publicity that was focus on the young consumerism taking into account the everyday life of these teenagers. 

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