90s Hollywood was a haven for the cooler-than-cool Gen Y celebs. A time of ‘Winona Forever’, The Viper Rooms, and supermodel excess, it was on these Hollywood streets that the now-iconic 90s aesthetic was shaped.

Based in California, denim brand AG filter the style codes of this iconic era through its FW17 collection – think checked shirts, distressed leather and loose sweats. Here, we exclusively feature the accompanying imagery shot by photographer Angelo Pennetta, as AG’s Johnathan Crocker (VP of Global Communications) takes us through the enduring influence of 90s young Hollywood.

“I think the influence of the 90s in popular culture today is fairly undeniable,” says Crocker. “Whether it’s Stranger Things or fashion, it’s been, and continues to be, part of today’s conversation. When you think 90s fashion icons, it’s pretty much a given who comes to mind – young Kate Moss, Johnny Depp, Winona Ryder, River Phoenix, etc. They were all in the prime of their youth during that time, so ‘90s Young Hollywood’ seemed like a perfect concept and inspiration for the brand.”

“You’ll see the concept of the collection translated through everything from silhouettes and washes, to the overall relaxed and ‘undone’ sensibility that the 90s Young Hollywood guard, ultimately defined.”

“We shot the campaign in Los Angeles, between different locations on the Sunset Strip and the Chateau. This was one of those concepts where you just had to fully embrace it. Angelo and I scouted a few locations on Sunset the day before the shoot, and we both felt confident that we would be able to capture the concept in an authentic and cool manner. We still shot around some of the usual suspects (Viper Room, Whisky, Rainbow Room, etc.), but we made sure to do in a subtle and understated way.”