Most Crazy Trends Of The Decade
The 2010s have been quite the decade in the realm of fashion, with entire infrastructures of how people sell, shop and market products completely upended by the time the back-half of the era rolled around. As online shopping increasingly became the norm, traditional retail began crumbling in its wake, leaving once-favorite stores like Toys “R” Us and Barneys folding before our eyes. But as with many endings, this phenomenon simply ushered in a new beginning: the rise of e-commerce.
Suddenly, fashion became more democratic than ever as labels opened up websites and social media outlets like Instagram and Facebook created new portals for sharing and consuming fashion. Not only did this bring the everyday style of popular musicians like Kanye West and Pharrell to the digital screens of fans around the world on a consistent basis, but it inspired brands to expand their ways of thinking. Those changes resulted in unprecedented collaborations and product launches, which continues to be the norm today in an effort to keep consumers’ attention.
UGG, as a leading example, transcended its celeb airport-wear affiliation and became a highly-coveted fashion partner by the end of the decade. Its collaborations with BAPE, NEIGHBORHOOD and Heron Preston are just a few of the capsules from this season alone, which simultaneously cement the ever-growing affinity for streetwear. The ’90s era in itself has also received a surge of love in the last few years, with the previously tossed-away logomania trend coming back in full force.
More contemporary concepts found their footing in the fashion space as well. Post-modernist dressing made room for deconstructed apparel and footwear from the likes of Off-White™ and Vetements, while unisex dressing also exploded as gender-nonconforming ideals became widespread. Meanwhile, conscious fashion remains an equally pressing topic as issues such as sustainability and inclusivity force brands to “stay woke.” Amid it all, the decade’s favorite color — “Millennial Pink” — crept its way into collections, logos and boutiques alike, its popularity providing at least one agreeable aspect for the industry.
Read on for more of HYPEBEAST’s breakdown of the 10 biggest fashion trends of the decade.
Near the beginning of the decade, technical and athletic attire suddenly became everyday wear — and never quite left the scene. Yoga pants and leggings exploded under brands like Lululemon and Athleta, becoming the go-to style for women from the gym to the grocery store. Eventually, the one-note look evolved and took on a life of its own, becoming adopted by all genders and blurring the lines between sportswear and lifestyle pieces. Over the course of the decade, celebrities, athletes and companies alike have all played their role in cementing the trend as a bonafide way of dressing.
Kanye West had a heavy hand in making sweatsuits and his ever-popular YEEZY sneakers a coveted luxury look, as he was constantly snapped by the paparazzi in his signature get-up over the years. The NBA’s infamous “Allen Iverson” rule (first implemented in 2005) sought to tighten up the league’s dress code, putting the spotlight on players like never before as cameras panned up and down their outfits when they arrived for games. In turn, fans worldwide gleaned fashion inspiration from players like LeBron James, Dwayne Wade and Carmelo Anthony, who increasingly ramped up their looks as pregame fashion became more accessible with the help of social media, often styling their conservative suits with custom sneakers or donning elevated sportswear labels like Ovadia & Sons. Brands, meanwhile, brought on a surge of superstar endorsements that strayed away from traditional athletes, with prominent examples being Rihanna’s Fenty x Puma line and adidas’ recent partnerships with Beyoncé’s Ivy Park line and beauty entrepreneur Kylie Jenner.
Millennial PinkBags, clothes, cafes, stores — dip it in this peachy, pastel shade and it was bound to become an Instagram-worthy post. Initially dubbed “Millennial Pink” by an article on The Cut (which followed behind Pantone’s “Rose Quartz” color of the year for 2016), the frothy pink tone eventually made its way into the marketing for brands like ACNE Studios and even Pepsi. AMBUSH dabbled in the hue with its retro track jacket from Spring 2018, while Air Jordan got in on the mix earlier this year through its Air Jordan 6 “Millenial Pink” collaboration with Aleali May. And while the color has slightly waned since its initial burst, it certainly hasn’t completely dissolved. Spring/Summer 2020 menswear shows including Jacquemus, Dior and Loewe were sprinkled with the soft pigment throughout.
This once-innovative concept exploded over the decade to become the norm for seemingly every brand. Earlier iterations yielded streetwear-meets-hype artist collaborations like BAPE and Pharrell’s 2006 Roadsta shoe and Kanye West’s footwear capsule with Louis Vuitton in 2009. But eventually, the collaborative landscape transcended sneakers and opened up to entire apparel and accessory collections, making the once-novel idea a common marketing tool throughout the 2010s.
adidas has hit on the trend in several ways, syncing up with designers such as Raf Simons and West for long-term partnerships that continue to be refreshed (the latter’s YEEZY label still reigns as one of the most powerful footwear brands today). And while Supreme pioneered a collaborative business model long before the decade began, the last 10 years brought on its expansive and wildly popular collection with Louis Vuitton in 2017. Moncler effectively moved the concept forward in 2018 with the launch of its Genius project, a rotating collective of designers that interpret the label in their own way.
Regardless of the collaboration frenzy, big names and the right match-ups still prove strategically successful. Pharrell, adding to several partnerships over the last ten years, launched a highly-anticipated capsule with Chanel just this year — though arguably his $1,000 USD adidas Human Race NMD from 2017 is still his most popular piece with the French luxury house. And West’s Louis Vuitton sneakers easily retail for thousands of dollars on resale sites like StockX and Stadium Goods to this day.
The Kanye (and Kim K.) Look
No matter how the world may feel about them, the husband-wife duo that is Kanye West and Kim Kardashian embody every bit of the term “influencer.” Who knew sweatpants and sneakers in minimalistic shades of nude would become one of the decade’s most coveted “it” looks? Apparently, West had the foresight and after getting hitched to Kardashian in 2014, the wealthy partners couldn’t seem to get enough of lounge wear. With more than 180 million followers combined across their social platforms, it’s more than arguable that they inspired a storm of copycat dressers from fans worldwide.
In fact, the two were so enthralled with their own influence that West staged a campaign full of Kim K. copycats for his YEEZY SEASON 6 collection in 2018. Plus, the income figures only support their global reach. As reported by Forbes, Kardashian is ranked No. 26 in the top 100 highest paid celebrities with a networth of $72 million USD, while West landed at No. 3 with $150 million USD (though he’s reportedly on the verge of billionaire status). It’s not for everyone, however. One Instagram user recently commented on the family’s annual Christmas photo: “They’d look better if they stop letting Kanye dictate what they wear.”