Alternative fashion

[1] Some alternative fashion styles are attention-grabbing and more artistic than practical (goth, ganguro, rivethead), while some develop from anti-fashion sentiments that focus on simplicity and utilitarianism (grunge, rocker, skinhead).

Alternative fashion styles often originate as ways of expressing attitudes towards individuality, consumerism, social constructs on behavior, self-expression, and/or disillusionment with what is viewed as "normal" society.

[7] Alternative fashion is often looked at through the lens of social politics - it is considered a visual expression of opposition to societal norms, thus heavily associated with the idealism, energy and rebellion of youth culture.

[8][9] However, sociological studies into exploring alternative fashion have found individuals who retained statistically uncommon modes of dress on a permanent post-adolescent basis.

It can be a visual language that people employ to communicate with each other [11][12] indicating common interests or involvement with similar activities, a challenge to modern conceptions of aesthetic beauty and/or a basic form of self-expression, like painting or writing.

[18] Mainstream culture, particularly retailers and the mass media, have often looked to alternative fashion for up and coming trends and, increasingly, as an easy way to market products to a niche group that may not be having its tastes supplied elsewhere.

[20] For instance, rave culture was heavily associated with ideas of racial, gender and sexual orientation equality and encouraged unity, creativity and individuality amongst its members.

It is common for projects related to alternative fashion to be independently run by individuals or small groups and to be offered to the public cheaply or free of charge.