This chapter untangles some of the ways in which Goth style has permeated contemporary Gothic discourses, from the vampire fiction of Brite and Rice to the representation of Goth girls in teen movies. It foregrounds the dialectic between individual participants in the subculture and representations of Goth in a variety of media, from fashion journalism to fiction. The chapter explores the kind of critical investments made in contemporary depictions of Goth, in particular constructions of the subculture as middle-class, 'Taking it', and gendered feminine. It also examines the recycling of Goth style in mainstream fashion and haute couture, questioning why throughout the 1990s, the Gothic look always seemed to be coming back. Towards the end of the twentieth century, the critical discourses surrounding Gothic demonstrated a shift away from psychoanalytical modes towards historicism. In doing so, these discourses exhibited a heightened self-consciousness about the processes of critical and textual production.