In 1992, Marc Jacobs, then creative director of struggling American brand Perry Ellis, came up with a new style that would put it back on the fashion radar - grunge. Although the miss-match grubby vintage-meets-student vibe got him the sack, it kick started a new fashion (and ultimately led to his own label). Within a year, grunge was bubbling under mainstream fashion. But it wasn't until British photographer Corinne Day (who had snapped Kate Moss as a 15-year-old schoolgirl for the cover of The Face in 1990) put a name to the movement and picked the model to front it that the controversial ‘heroin chic' took off. Her image of a gaunt looking Kate Moss in a dim room, lit by a string of fairy lights for British Vogue, changed the direction of fashion and triggered an outcry. Bad taste never looked so good. Later that year Moss became the face of Calvin Klein and went on to represent L'Oréal pocketing approx, £30million in the process.