ALTERNATIVE

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, and may often be more artistic, than practical. Some alternative fashion shows fuse fashion with music, art and performance. 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. 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. 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.