The 2010s were a transformative decade for fashion, witnessing the rise of athleisure, the reign of the royal family’s style influence, the birth of the street style star, and a significant shift towards inclusivity and diversity. Let’s delve into the seven key trends that defined the 2010s fashion landscape.
1. The Rise of Athleisure: From Gym to Streetwear
The 2010s saw a cultural shift towards casualization, fueled by the wellness movement and the rise of social media. This gave birth to athleisure, a trend that blurred the lines between gym attire and everyday clothing. Yoga pants, sports bras, and stylish workout gear transitioned from the fitness studio to the streets, driven by brands like Outdoor Voices, Vuori Clothing, and Bandier. Even established brands like Lululemon and Athleta experienced a surge in popularity. This trend extended beyond clothing, influencing the beauty industry with the emergence of pre- and post-workout skincare products. Athleisure’s growth trajectory continues, projected to be a multi-billion dollar industry.
2. The Royal Effect: Kate and Meghan’s Fashion Influence
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 consistently sold out minutes after appearing online, a testament to their influence. Middleton favored classic British designers like Alexander McQueen and Emilia Wickstead, while Markle championed smaller, emerging brands and affordable options. Both Duchesses impacted bridal fashion with their iconic wedding gowns, inspiring countless replicas. Their influence extended beyond specific brands, highlighting the power of royal style.
3. The Birth of the Street Style Star: From Blogs to Front Rows
Street style photography, amplified by social media, transformed fashion week. Bloggers and influencers like Leandra Medine, Chiara Ferragni, and Aimee Song rose to prominence, their individual styles documented by photographers like Bill Cunningham and Scott Schuman. These street style stars became industry powerhouses, influencing brand marketing and securing front-row seats alongside celebrities and editors. Their authentic style resonated with audiences, shifting the focus from runway looks to real-world fashion.
4. Subcultures Go Mainstream: Normcore, Streetwear, and Gen Z
Ironically, anti-trends became the trend. Subcultures like normcore, streetwear, and Gen Z internet culture moved from niche communities to the mainstream. Normcore embraced the mundane, with Jerry Seinfeld and Steve Jobs as unlikely style icons. Streetwear, with roots in surf and hip-hop culture, experienced a resurgence thanks to brands like Supreme and Off-White, influencing luxury houses and high fashion. Gen Z, fueled by TikTok and social media, introduced trends like E-Girls and VSCO Girls, showcasing the power of internet culture.
5. Inclusivity and Diversity Take Center Stage: A Fashion Revolution
The 2010s marked a turning point for inclusivity and diversity in fashion. Designers like Becca McCharen-Tran of Chromat and Christian Siriano championed body positivity and representation on the runway, featuring models of all sizes, races, and gender identities. Ashley Graham’s Sports Illustrated cover, Halima Aden’s hijab-wearing presence, and Rihanna’s diverse Savage x Fenty show were milestones in this movement. Ageism was also challenged, with older models and celebrities featured in campaigns and runway shows.
6. Logomania Returns: A Celebration of Brands and Logos
Millennial nostalgia and a penchant for bold branding fueled the resurgence of logomania. Vetements’ DHL logo T-shirt, Balenciaga’s playful take on political logos, and Supreme’s iconic box logo were prime examples. Luxury brands like Gucci and Dior embraced the trend, revitalizing their classic logos and incorporating them into modern designs. Virgil Abloh’s Off-White further elevated logomania with its ironic use of quotation marks.
7. The Runway Spectacle: Extravagant Sets and Memorable Moments
Runway shows became increasingly elaborate productions. Fendi’s Trevi Fountain show, Chanel’s rocket launch, and Kanye West’s controversial Yeezy Season 4 presentation were just a few examples of the amplified spectacle. Virgil Abloh’s debut Louis Vuitton men’s show, a blend of luxury and streetwear, was a defining moment of the decade, signifying a new era for the brand.
