2010s in fashion

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Women wearing formal outfits[clarification needed] at a 2015 fashion show

The 2010s were defined by hipster fashion, athleisure, a revival of austerity-era period pieces and alternative fashions, swag-inspired outfits, 1980s-style neon streetwear,[1] and unisex 1990s-style elements influenced by grunge[2][3] and skater fashions.[4] The later years of the decade witnessed the growing importance in the western world of social media influencers paid to promote fast fashion brands on Pinterest and Instagram.[5][6]

Popular global fashion brands of the decade included Abercrombie and Fitch, Adidas, Balenciaga, Ben Sherman, Burberry, Christian Dior, Coach, DSquared2, Dorothy Perkins, Fashion Nova, Forever 21, Gucci, H&M, Hollister, Hugo Boss, Lacoste, Louis Vuitton, Marks and Spencer, Michael Kors, Monsoon Accessorize, Nike, Nine West, Off-White, River Island, Supreme, Topman, Topshop, Uniqlo, Under Armour, and Vans.

Designers and models[edit]

Women's clothing[edit]

Early 2010s (2010–13)[edit]

1980s Influences[edit]

South African model Candice Swanepoel wearing pantywaist top and bodycon skirt, 2010
Jing Ulrich, a prominent global leader in finance, wearing brightly colored 1980s-inspired dress, 2012

The early 2010s saw many recycled fashions from the 1950s,[19] 1970s, and 1980s as designers from stores like Topshop replicated original vintage clothing. In the United States, it was popular to wear Gucci, Chanel, or Versace designer clothing, and neon colors such as pink, green, teal, black, purple, magenta, and yellow.[20]

Tribal fashions and 1990s revival[edit]

Eastern fashions and carry-over styles[edit]

Islamic dress incorporating Western influences, fashionable from 2011 to 2018

Mid 2010s (2014–16)[edit]

Monochromatic and printed clothing[edit]

The A-line dress made a comeback in 2013. Hemlines also became shorter than they were in the early 2010s.
Chinese women in Ireland, 2016

Costume jewelry, Onesies and Snuggies[edit]

  • Loom bands, bracelets woven from brightly colored rubber bands, were seen as both a global fashion statement and a children's fad. In France, Ireland and America, 1990s-inspired Choker necklaces featuring colored glass beads, silver chain link, artificial diamonds, Swarovski crystals, lace, velvet, and black or red leather had returned to popularity.[69] By 2016, Chokers were also worn as an attachment to dresses and shirts, as a high-neck style and with shoulders exposed also known as "cold shoulder".[70][71][72][73][74][75][76][77] Small and dainty jewelry replaced the large amounts of bracelets and statement necklaces that were popular at the beginning of the decade.
  • Other brief fads of the mid 2010s included Snuggie sleeved blankets and the unisex onesie suit (like One-piece).[78] Originally envisioned as pajamas, onesies were often purchased as a gag gift,[79] and worn as casual streetwear[80] by some younger women in the UK, Australia,[81] and the US, including Amy Childs, Kourtney Kardashian, and Holly Carpenter.

Hippie and Grunge influences[edit]

Late 2010s (2017–19)[edit]

1970s revival[edit]

Women's 1970s inspired outfit from 2018

Mature look[edit]

  • By 2017, it had also become fashionable for younger middle-class women in Britain, Ireland, Norway, Sweden, Australia, New Zealand, Canada, Denmark, and Finland[131] to wear more "grown up" or normcore[132] styles, in reaction to the previous mismatched hipster fashions and the athleisure trend of 2014 which mixed traditional formal wear with high end sportswear.[133] Longer plaid skirts, billowing white blouses, vintage sheer black stockings with garterbelts, bias cut midi skirts, pale blue belted trenchcoats, Argyle sweaters, silk blouses, sensible flat shoes and sandals, straight leg jeans, long powder blue coats worn with matching pillbox hats, traditional style wool or silk scarves, blue or red paisley Nehru collar coats of the type popularised by Zara, nude pantyhose, bows similar to those worn by Margaret Thatcher, black velvet, blush and blue denim mule slippers with bows,[134] and baggy black capri pants became popular in the UK in response to perceived sexualised and misogynistic dress codes in many workplaces (especially the compulsory wearing of high heels),[135] and also due to the influence of Kate Middleton and celebrity early adopters like Victoria Beckham who sought a more professional looking image in the winter of 2016. Skinny jeans began to be replaced by straight leg jeans designed to follow the contours of the body,[136] and other accessories that declined in popularity included chokers, gaudy brand labels,[137] ripped jeans, patches, and pin badges due to their childish connotations.[138]

Men's clothing[edit]

Early 2010s (2010–13)[edit]

English-Irish boy band One Direction with preppy-inspired outfits in 2012

Neon colors[edit]

1990s revival[edit]

Business casual[edit]

Business casual
  • The business casual look of the 1990s and early 2000s remained common in many parts of the Americas, with jeans, loafers, boat shoes and sneakers being seen as acceptable to wear in the workplace.[156] The decline in the formality of men's fashion that started in the 1960s continued until 2012, with men wearing informal clothing on a regular basis, even at work or while travelling, as an apparent extension of Beau Brummell's older idea that gentlemen shouldn't try to outshine the ladies for attention.[citation needed] This contrasted to Britain, Italy, Europe, and parts of the US, where more formal Mad Men-inspired business clothing such as slim-fitting grey two piece suits had made a comeback in the workplace during the early 2010s.[157] At this time, tweed cloth sportcoats became acceptable town wear, and business suits imitated the broad shouldered, form fitting styles of the 1920s,[158] sometimes with contrasting lapel piping.

Mid 2010s (2014–16)[edit]

Workwear and luxury sportswear[edit]

Formal business wear[edit]

Japanese slim fitting three piece grey suit with window pane check, mid to late 2010s

African fashion[edit]

Mid 2010s Ugandan fashion

Late 2010s (2017–19)[edit]

Relaxed look[edit]

A Community Programs team wearing casual attire in 2019

1970s and Britpop influences[edit]

Typical late 2010s fashion of Australian band 5 Seconds of Summer in 2018

Children's clothing[edit]

New influences[edit]

The decade saw the rise of child influencers with parents posting pictures of young children using sponsored products such as clothing online.[246] The birth of a new generation of the British royal family from 2013 also impacted children's fashion, with sales of garments often sharply increasing if the royal children had been pictured wearing them. Other high-profile children were also known to have an effect on the fashion industry.[247]

Youth fashion[edit]

Polish youth attending a rock music festival, 2011
Indian children, 2015

Hipsters and steampunks[edit]

Classic preppy[edit]

Skater and sneakerhead fashion[edit]

Scene kids and seapunks[edit]

Three girls with multicolored seapunk inspired hair

Hip-hop[edit]

American rapper Tyga in 2013
  • Hip hop fans wear tactical pants, Nike sneakers and apparel, Air Jordans, Ralph Lauren Polo Boots, strapback caps, Obey and Diamond Supply Co. T-shirts, Mitchell & Ness retro snapbacks, True Religion jeans, and goggle jackets.[314][315] Retro retro 1990s fashions like snapbacks, skinny acid-wash jeans, bucket hats, Retro curved peak mid-late 1990s inspired strapback caps (commonly known as "Dad Hats"),[316] baseball jackets, nylon tracksuits, varsity jackets, Vans, Chuck Taylors, rain boots, retro Nikes, Shell tube socks, leather jackets, Levis, Adidas and Nike apparel, gold chains, Ray Ban sunglasses, Air Jordans, and oversized sweaters, and colors such as red, green, and yellow, made a comeback in the African American community due to the influence of drum and bass, rave music, and indie pop-inspired rappers. Independent brands have risen to popularity, as well as floral print items and tie-dye items. Timberlands are particularly popular in New York as a fashionable and durable shoe.[317] By the 2010s, the boots' popularity is mainstream, and a staple in the fall and winter months.[318] Controversially, high fashion magazines including Vogue and Elle have credited models rather than rappers with making Timberlands fashionable.[319][320]
  • Fashion designers such as Riccardo Tisci and Rick Owens begin to gain a new popularity within hip hop, popularized by rappers such as Kanye West and A$AP Rocky. Such designers inspire a "darker" aesthetic involving monochromatic colour schemes (usually black or grey), extra-long shirts usually sporting oversized neck openings and asymmetrical hems, skinny jeans that are worn with long inseams and an aggressive taper to cause bunching up or "stacks" near the ankle (a style heavily popularized and sported by Kanye) and high-top sneakers. Black boots, leather jackets, denim vests, bombers, monochrome sports jerseys, waxed jeans, black varsity jackets, tapered sweatpants, drop-crotch trousers, layering shorts over leggings and occasionally floral print are all popular trends within this style as well. Other notable rappers that sport this look include Kendrick Lamar, Danny Brown, and Pusha T.
  • In the mid-2010s, dashikis became trendy in hip hop and afro-punk fashion, shown on celebrities like Beyoncé, Rihanna, Schoolboy Q, Zendaya Coleman, and Chris Brown.[321][322]
  • Skater culture is also heavily prominent in hip hop fashion, largely attributed to alternative rapper Tyler the Creator and his group OFWGKTA.[323] Models of shoes from Vans – such as the authentics, slip-ons, sk8-his, era, and "old skool" – were popularized in the hip hop community by him and Kanye West.[324] Brands such as Supreme, Obey, merchandise from Odd Future, Tyler, the Creator's Golf Wang clothing line, HUF, and the apparel of skate magazine Thrasher are popular in hip hop and street style.[325][326]
  • With the rise of alternative hip-hop subcultures, such as Cloud Rap and Emo Rap in the late 2010s, Sad boy culture becomes prominent.[327] It typically consists of teen guys, wearing bucket hats, skinny jeans and black and white clothes with colorful computer aesthetics, Japanese lettering, or sad faces. Many features of this fashion come from the Emo subculture of the previous decade.

Cholo and chicano[edit]

K-pop[edit]

K-Pop singer Psy
  • Due to the spread of the Korean Wave worldwide, millions of Asian and Asian-American youths have become consumers of K-Pop. These are the people who love listening to South Korean music and follow the style of artists and pop groups like Big Bang, Wonder Girls, Girls' Generation, or Gangnam Style singer, Psy. Since the Korean girl and boy bands wore extravagant clothing, some of the hardcore fans in China, Korea, America and South-east Asian countries like the Philippines tried to copy their idols and started wearing K-Pop style hairstyles and clothing.[332] These included skull, floral or honeycomb prints, monochromatic shirts, silk jackets featuring stylized Asian art prints or pop art,[333] leather skirts, black and neon printed leggings, retro joggers, short shorts, black and gold jewelry, brightly colored tuxedo jackets, tracksuits, basketball shirts, leather caps, and sequined or glitter jackets.[334][335]

Jejemon[edit]

  • During the early part of the 2010s, a new youth subculture called Jejemon arose in the Philippines, sparking a brief moral panic among some older conservatives and other youths.[336] The Philippine Daily Inquirer describes Jejemons as a "new breed of hipster who have developed not only their own language and written text but also their own subculture and fashion.[337] These predominantly working class youths are associated with wearing trucker hats and use their own language through texting and via social media such as Facebook.[338] They are often criticized by others for not using the words properly; even the Department of Education discouraged use of the Jejemon language. Apart from the language, the Jejemons were also criticized for their fashion and manners. From early 2013 onwards, with the rise of smartphones which began to overtake feature phones in terms of sales in the country, the phenomenon seems to have made a gradual decline in mainstream popularity. For the remaining years of the decade, it would drop its text messaging-centered aspect in social media and now refers to the rap-centered subculture who usually wear counterfeit hip-hop clothing.

E-Kids and VSCO Kids[edit]

An example of an e-girl's aesthetic

2010s beauty trends[edit]

Hairstyles[edit]

Women[edit]

Actress Jennifer Lawrence sporting a loosened wavy hairstyle, 2011

Women's hairstyles in the early 2010s had been fairly individualistic, although most British, Irish, Australian, Russian, Korean, and continental European women kept the simplistic, straight, long and natural colored hairstyles of the mid 2000s. Many women also used hair extensions to make their hair look much longer and fuller.[349] In America[350] and Israel,[351] volumized curly hair, perms and crimped hair were briefly fashionable from 2010 to 2012,[352] especially in New York City.[353][354]

By the mid 2010s, straight and wavy hairstyles were dominant globally,[355][352] especially the blonde dyed beach waves.[356] Traditional and intricate styles such as a bun, chignon, French twist, updo, crown braid,[357] French braid, and Dutch braid inspired by the Hunger Games' Katniss Everdeen, were also popular among young women and girls from 2012 to 2016.[358] By 2013 it had become increasingly fashionable for European, Asian and American women to cut their hair into shorter styles, such as the pixie cut, crop, bob cut or the undercut.[359][360][361] Solid colored hair was generally considered the most fashionable in the early years of the decade, but from 2011 to 2014 it became increasingly common for Western women to dye their hair in an ombré style, usually long and preferably parted in the middle, as the side part became associated with the previous decade aesthetics. Wavy hair began to decline in popularity from 2017 onwards, but bone straight hair remained common in Britain and Europe. A messy bun, often worn on the top of the head, has been popular in the late 2010s.[362][363]

At the beginning of the decade, Rihanna started a trend of cherry red hairstyles for black women in America.[364] From 2012 to 2018, many African-American, Black Canadian,[365] and Afro-Caribbean British women favored natural, Afro-textured hair[366] and dreadlocks,[367] opting for natural products to style their hair. Zoë Kravitz and Beyoncé helped re-popularize braided hairstyles including box braids[368] and Fulani braids, which the media nicknamed "Lemonade braids", respectively.[369]

During the mid 2010s, some curly haired American women also choose to wear weaves and wigs in imitation of celebrities like Lady Gaga or Rihanna, in order to avoid the damage of relaxers previously popular in the early 2000s.[370] Cornrows which media outlets misnamed "boxer braids" due to their use by female MMA fighters and Hilary Swank's character in Million Dollar Baby, became popular among white American women from 2016 onwards, despite perceived cultural appropriation from black American women.[371]

Various variations of bangs styles remained popular throughout the decade.

Men[edit]

In the early 2010s, men's 1930s, 1940s, and 1950s haircuts underwent a revival, with many British professionals aged 18–50 wearing businessman's haircuts with side partings,[372] quiffs[373] or slicked back hair.[374][375] The undercut has been a particularly ubiquitous trend since the early part of the decade, seeing popularity across different social groups in both Western and Asian cultures.[376][377] These gradually replaced[195] the longer surfer hair and Harry Styles haircuts[378] popular among teenagers and young men since 2010.[379][380] In the Americas and the Middle East, the military haircut and buzzcut are relatively popular among balding men, or the side parted hair with some volume on the top, inspired by footballer Cristiano Ronaldo.[381]

For African-American and black men in general, mohawk variants of the Afro, The 360 Waves, jheri curl and The Taper were popular in the early to mid 2010s, as are shaved patterns or "steps" into variants of the buzzcut. The High Top Fade, often with a bleached blonde streak inspired by Wiz Khalifa, came back into style among African American youth on the West Coast. Starting from late 2014, variants of tapered Dreadlocks and Hair twists hair styles became widely popular amongst many black teens and young men.

From 2014 some teens and young men wore their hair in a type of topknot or "man bun"[382] reminiscent of the ancient Chinese and the samurai hairstyles.[383] This trend was popularised by British and American celebrities including actors Orlando Bloom and Jared Leto as well as footballer Gareth Bale.

By 2017, the undercut hairstyle and buzzcut began to decline in the United States, partly due to the unintended popularity of these haircuts among supporters of the alt-right,[384][385] such as white supremacist Richard Spencer.[386] British hipsters frequently left their undercut unstyled[387][388][389] in imitation of 1990s Britpop[390] and early Beatles haircuts.[228] However, undercut and buzzcut hair styles continued to predominate in Brazil, Morocco, Egypt, Uruguay, Paraguay, and Algeria in the late 2010s and early 2020s.

Youth[edit]

K-pop star B.I sporting an undercut hairstyle, 2016

For preteen and teenaged girls, and young women in higher education, the bangs and thin headband combination remained popular in the US and Europe for much of the decade. Dutch braids, twin French braids, side ponytails, and a single chunky side braid were popular styles for those with longer hair throughout the mid and late 2010s. Side parting was popular in America, and in 2019 ponytails with scrunchies were increasingly popular not only for sport and exercise, but also everyday especially with high ponytails, side ponytails and high buns.[391][392] In the late 2010s middle veins were very popular especially in Britain, Ireland and the rest of Europe. The chin length bob cut, long hair with choppy side bangs, and straight middle parted longer hair were also popular styles in the US, Europe, New Zealand and Australia.[citation needed]

In the UK, Middle East,[393] and Australia during the early 2010s, a type of short mullet haircut with buzzed sides and bleached blond streaks became popular among sporty male young people, teenage Irish travellers, and urban youths of Iranian[394] and Lebanese descent[395] inspired by The Combination crime film.[396] By 2013, a long undercut or mohawk-like haircut, in which only one side of the head is buzzed,[397] became popular among circles of ravers, hipster girls, metalcore, and dubstep fans in the US, inspired by Skrillex[398] and various female pop stars such as Ellie Goulding,[399] Tess Aquarium, Miley Cyrus,[400] or Rihanna.[401] The emo style fringes also went out of fashion around the same time.[402][403] By 2015 and 2016, the balayage – a softer version off the ombré – gained popularity, as well as having a blunt haircut instead of layered hair. The lob (long bob cut) was considered a unique alternative to the long hair worn by most adolescent girls and young women in Europe.

For adolescent boys and young men, in the United States, Canada, Australasia, the UK and South Korea,[404] the layered short hair style, the buzzed short hairstyle which is blended from the sides to the top,[405] and the Blowout (hairstyle) became popular during the mid 2010s due to continued interest in 1980s and 1990s fashion. Additionally the side swept bangs, the quiff, and the layered longer hair[406] of the late 2000s remain fashionable among more affluent American young men.

Makeup and cosmetics[edit]

In Britain, the smoky eye look of the late 2000s carried on as a trend in many parts of the country. In other areas, this went out of fashion during the early and mid 2010s as women sought to imitate the fake tan and thick "Scouse brow" popularized by Kate Middleton, Cara Delevingne and the cast of The Only Way is Essex and Desperate Scousewives. Fake tan became the norm look for young teens especially in Ireland. Multiple layers of tan would be worn to give an orange effect.

In the West, contouring (a technique using different shades of makeup to create highlighted angles, creating an illusion of higher cheekbones, slim nose and a sharper jawline) began to emerge.[407] Several other more short-lived trends were born out of this, such as strobing in 2015 and 2016 which consisted of using glowy highlighters to accentuate the high points of the face.[408][409] The early decade's "erased-mouth" and pale pink lipsticks were replaced by matte red by 2012–13, as sported by celebrities such as Taylor Swift and Rihanna. By 2015–16, mauve and brown shades of lipstick make a comeback from the 1990s, promoted by Kylie Jenner. Dark mascara, false eyelashes, dyed hair and cheek blush were popularised by Instagram social media influencers in the UK, American and Dubai such as Olivia Buckland and Huda Kattan.[410][411]

Unlike in previous decades, excessive use of fake-tans has become less popular in the United States, possibly due to tanning beds being linked to cancer.[412]

In late 2016, minimalist, makeup looks and "dewy" natural skin saw a surge of popularity among young people, especially in New York City.[413]

In the late 2010s, a softer, goth inspired, style of makeup came into fashion, this was called egirl makeup. This style of makeup included small, black symbols drawn under the eyes (predominantly hearts) and winged eyeliner, both of these trends drew attention to the eyes. Another part of egirl makeup was large amounts of blush all over the cheeks and nose, finished off by highlighter on the nose.[414]

Body modifications[edit]

A man with sleeve tattoos, beard and flannel shirt, mid 2010s

Continuing on from the 1990s and 2000s, body modifications remained popular among many teenagers and blue collar men and women in the US, Britain, Japan, Israel, Singapore,[415] New Zealand and Australia, especially traditional Japanese tattoos.[156] Old school tattoos were popularised by female celebrities like Kat Von D imitating the pinup girls of the 1950s, and by men like footballer David Beckham, pop star Harry Styles or Justin Bieber aspiring for the "tough guy" look. From 2013 to 2019, the earrings, metallic bone tattoos, portraits of animals, relatives or celebrities, and tongue piercings that had gained mainstream acceptance in the late 2000s were joined by more extreme modifications such as stretched piercings, facial tattoos popularized by rappers like 6ix9ine[416] and Post Malone,[417] blackout tattoos,[415] flesh tunnels, lip piercings, and nose piercings, particularly the nose septum piercing.[418]

Facial hair[edit]

In many Western countries, the United States, Iraq,[381] and Eastern Europe,[419] the growing of a full beard became a popular trend amongst young men from 2011 to 2016, with some suggesting this was due to the influence of the hipster subculture, the lumbersexual ideal, and the Movember campaign.[420][421] An increase in facial hair transplants was reported in the United Kingdom within the first three years of the decade, and the trend approached what researchers predicted would be a 'peak' level of desirability.[422][423] Beards remained common for much of the mid to late-2010s, but by the end of 2016; many men favoured shorter, neatly-groomed styles.

In the UK, facial hair is even more prevalent among younger British men. More than six in ten (61%) 18–39 year olds in March 2017 said they had some form of facial hair, compared to 43% back in 2011.[424]

Exhibitions[edit]

2010

2011

2012

  • "Fashion and Technology" December 4 until May 8, 2013 at the Museum at FIT in New York City.[429]
  • "Schiaperelli and Prada: Impossible Conversations" May 10 until August 19 at the Costume Institute at the Metropolitan Museum of Art in New York City.[428][430]

2013

  • "A Queer History of Fashion: From the Closet to the Catwalk" September 13 until January 4, 2014 at the Museum at FIT in New York City.[431]
  • "Punk: Chaos to Couture" May 9 until August 14 at the Costume Institute at the Metropolitan Museum of Art in New York City.[432]

2014

  • "Chares James: Beyond Fashion" May 8 until August 10 at the Costume Institute at the metropolitan Museum of Art in New York City.[433]

2015

  • "China: Through the Looking Glass" May 7 through September 7 at the Costume Institute at the Metropolitan Museum of Art in New York City.[434]

2016

2017

2018

  • "Heavenly Bodies: Fashion and the Catholic Imagination" May 10 until October 8 at the Anna Winter Costume Center at the Metropolitan Museum of Art in New York City.[437]
  • "Norell: Dean of American Fashion" February 9 until April 14 at the Museum of at FIT in New York City, New York.[438]

2019

Gallery[edit]

See also[edit]

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