The 2010s witnessed a dynamic shift in fashion, influenced by subcultures, social media, and a renewed focus on inclusivity. From the rise of athleisure to the reign of the royal family’s fashion influence, this decade left an indelible mark on the industry.
The comfort and practicality of athleisure dominated the 2010s. The trend, born from the booming boutique fitness culture, transcended the gym, becoming a ubiquitous streetwear staple. Yoga pants, sports bras, and stylish workout gear in vibrant colors and high-quality fabrics became everyday attire. This surge in demand propelled brands like Outdoor Voices, Vuori Clothing, and Bandier to success, while solidifying the position of established brands like Lululemon and Athleta. The influence of athleisure even extended to the beauty industry, with the emergence of skincare products tailored for pre- and post-workout routines.
The British royal family, particularly Kate Middleton and Meghan Markle, significantly impacted fashion trends. Their sartorial choices, often featuring British heritage brands for Middleton and a mix of established and emerging designers for Markle, sparked immediate sell-outs and influenced consumer purchasing decisions. Their influence echoed the “Diana Effect” of the previous decades, demonstrating the enduring power of royal style. Both duchesses also impacted bridal fashion with their iconic wedding gowns, inspiring countless replicas.
Street style photography flourished in the 2010s, fueled by the rise of social media and fashion blogs. This phenomenon elevated individuals with unique personal style to influencer status, transforming them into industry powerhouses. Bloggers like Leandra Medine, Chiara Ferragni, and Aimee Song gained prominence, reshaping brand marketing strategies and securing front-row seats at fashion weeks alongside celebrities and editors. Their influence blurred the lines between high fashion and everyday style, making fashion more accessible and personal.
Subcultures like normcore, streetwear, and Gen-Z internet culture permeated mainstream fashion. Normcore, a reaction against excessive styling, embraced mundane and casual clothing like dad jeans, sneakers, and basic color palettes. Streetwear, with its roots in surf, skate, and hip-hop culture, experienced a resurgence thanks to brands like Supreme and Off-White, influencing luxury houses and leading to high-profile collaborations. Gen-Z, heavily influenced by social media platforms like TikTok, introduced trends like E-Girls and VSCO girls, characterized by distinct aesthetics and fueled by online communities.
The 2010s marked a turning point for inclusivity and diversity in fashion. Designers like Chromat and Christian Siriano championed body positivity, diverse casting, and representation for all genders, races, sizes, and ages. Models like Ashley Graham and Halima Aden broke barriers, while brands increasingly embraced diverse spokespeople and ambassadors. This shift reflected a growing awareness and demand for a more representative and inclusive fashion industry.
Logomania made a comeback, fueled by millennial nostalgia and a playful embrace of consumerism. Brands like Vetements, Balenciaga, and Off-White incorporated prominent logos into their designs, while luxury houses like Gucci and Dior revived iconic logos and patterns. This trend reflected a shift towards bold branding and a willingness to showcase brand loyalty through clothing and accessories.
Runway shows became increasingly elaborate and theatrical. Fendi’s 90th anniversary show at the Trevi Fountain and Chanel’s rocket launch set exemplified this trend. While Kanye West’s Yeezy Season 4 show faced criticism for logistical issues, Virgil Abloh’s debut at Louis Vuitton was a celebrated moment, merging luxury with streetwear and ushering in a new era for the brand. These extravagant productions underscored the importance of creating immersive experiences and generating buzz around collections.
