The 2010s were a transformative period for fashion, marked by the rise of athleisure, the royal influence of Kate Middleton and Meghan Markle, the birth of the street style star, and a renewed focus on inclusivity. This era witnessed a fascinating interplay between high fashion and subcultures, redefining style norms and setting the stage for the trends we see today. Let’s delve into the seven key trends that defined 2010s Fashion.
1. The Rise of Athleisure: From Gym to Streetwear
The 2010s saw comfort take center stage with the explosion of athleisure. Driven by the wellness movement and the rise of social media, workout clothes transitioned from gym attire to everyday wear. Yoga pants, sports bras, and stylish activewear became ubiquitous, blurring the lines between fitness and fashion. Brands like Outdoor Voices, Vuori Clothing, and Bandier capitalized on this trend, while established players like Lululemon and Athleta solidified their market dominance. The athleisure influence even extended to the beauty industry, with products catering to pre- and post-workout skincare routines.
2. The Royal Effect: Kate and Meghan’s Fashion Reign
The Duchess of Cambridge, Kate Middleton, and the Duchess of Sussex, Meghan Markle, emerged as modern-day fashion icons, reminiscent of Princess Diana. Their sartorial choices had a significant impact on consumer behavior, with items they wore often selling out instantly. Middleton favored classic British designers like Alexander McQueen and Emilia Wickstead, while Markle championed smaller, emerging brands and affordable options. Both duchesses influenced bridal trends with their iconic wedding gowns, further solidifying their fashion influence. The “Markle Sparkle” and “Kate Effect” became synonymous with sell-out success for brands lucky enough to be chosen by the Duchesses.
3. Street Style Takes Center Stage: The Rise of the Influencer
The 2010s witnessed the rise of street style photography and the birth of the fashion influencer. Social media platforms like Instagram amplified the reach of street style images, catapulting bloggers and personalities to fashion stardom. Photographers like Bill Cunningham, Scott Schuman, and Tommy Ton documented the unique styles of individuals outside fashion shows, giving rise to influential figures like Leandra Medine, Chiara Ferragni, and Aimee Song. These influencers reshaped brand marketing, becoming powerful ambassadors and partners for major companies.
4. Subcultures Go Mainstream: Normcore, Streetwear, and Gen Z
The 2010s saw a fascinating paradox: the rise of anti-trends as major trends. Subcultures like normcore, streetwear, and Gen Z internet culture moved from niche communities to the mainstream. Normcore embraced the mundane, celebrating everyday clothing as a fashion statement. Streetwear, with its roots in skate and hip-hop culture, gained high-fashion recognition through collaborations with luxury brands like Louis Vuitton and Supreme. Gen Z, fueled by TikTok and social media, introduced trends like E-Girls and VSCO girls, showcasing their unique aesthetic and digital fluency.
5. Inclusivity and Diversity Take Center Stage: A Fashion Revolution
The fashion industry finally began to embrace inclusivity and diversity in the 2010s. Designers like Chromat and Christian Siriano championed body positivity and representation on the runway, featuring models of all sizes, races, and gender identities. Ashley Graham broke barriers as the first plus-size model to cover Sports Illustrated’s Swimsuit Issue, and Halima Aden made history as the first hijab-wearing model signed by IMG Models. This movement extended to age representation and beauty standards, challenging traditional norms and paving the way for a more inclusive future.
6. Logomania Returns: Embracing Brand Identity
In contrast to the minimalist ethos of normcore, logomania experienced a resurgence in the 2010s. Brands like Vetements, Balenciaga, and Gucci prominently featured logos on their clothing and accessories, celebrating brand identity and creating highly coveted items. This trend reflected a playful embrace of consumerism and a nostalgia for iconic branding.
7. The Spectacle of the Runway: Extravagant Productions
Runway shows in the 2010s became increasingly elaborate and theatrical. Designers transformed venues into immersive experiences, pushing the boundaries of creativity and production. Fendi’s 90th-anniversary show at the Trevi Fountain and Chanel’s rocket launch at the Grand Palais exemplified this trend, creating memorable moments that extended beyond the clothes themselves. Virgil Abloh’s debut at Louis Vuitton was another defining moment, signaling a new era for the brand and showcasing the power of emotion and personal connection on the runway.
Fendi’s 90th-anniversary show at the Trevi Fountain exemplified the extravagant runway productions of the 2010s.
