The 2010s are nearly over... but what defined the decade's style? (2024)

The 2010s are nearly over... but what defined the decade's style? (1)

19 December 2019

The 2010s are nearly over... but what defined the decade's style? (2)

From Rihanna to #OldCeline and Insta-everything, the past decade has seen some big shifts in style; we break down 10 of the key moments of the 2010s.

As we enter the 2020s, we look back at some of the most important style moments of the past 10 years. The start of the decade saw the launch of Instagram and the app proved pivotal to the years that followed. It fostered many of the movements that impacted fashion and beauty (like body positivity, Insta-beauty and influencers) and changed the way brands marketed their products and engaged with their followers – Gucci and Glossier are just two examples, who we explore in more detail below. The way we view celebrities shifted too; movie stars came down to earth as we looked inside their lives, while “normal” people grew huge online followings and gained star status in a new system of fame. Beauty boomed, streetwear dominated the latter half of the decade influencing everything from high street to haute couture, and conversations and innovations around sustainable and ethical fashion became undeniably important.

Scroll down for our dive into the decade.

The 2010s are nearly over... but what defined the decade's style? (3)

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2010: Fashion from everywhere

Globalisation had transformed the garment industry as we entered the 2010s with fast fashion in full swing. But with the advent of Instagram – and social-media influencing – we gained a new perspective. Everyday people, celebrities and designers could now share their unique look from all corners of the world.

Read more: 9 inspiring women you should be following on Instagram for a daily dose of empowerment

The 2010s are nearly over... but what defined the decade's style? (4)

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2011: The Kate Middleton effect

In April 2011, history of art alumni and former accessories buyer Kate Middleton wed the future king of England in an intricately laced Alexander McQueen gown. With a young and fashionable new royal to focus on, the press was quick to promote the duch*ess’ well-to-do style, inspiring countless polished outfits complete with nude pumps.

Read more: Kate Middleton’s best style moments

The 2010s are nearly over... but what defined the decade's style? (5)

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2012: The normals

While many were wearing eye-catching styles, from digital prints to statement jewellery, an underground culture emerged in retaliation to fashion’s outrageous looks. Normcore, meaning dressing very normally, was adopted by those who didn’t want to seem invested. It slowly built momentum until, in 2014, it was conflated with a similarly oversaturated fashion concept, ‘acting basic’, and suddenly didn’t seem quite as cool.

The 2010s are nearly over... but what defined the decade's style? (6)

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2014: Insta Makeup

With selfie culture sweeping the internet, caking and baking took on new meaning – as makeup techniques to give the appearance of an airbrushed face without using an app. Recognising the trend, Kylie Jenner began to build her beauty empire in 2014. She was right on time – according to research by Fung Global Retail & Technology, the amount of beauty content on YouTube increased by 200 percent between 2015 and 2016, and in 2016, the sale of bronzer almost doubled.

Read more: Did social media kill the facelift?

The 2010s are nearly over... but what defined the decade's style? (7)

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2015: Gucci-fication

In a decade of quick-succession creative director appointments at luxury brands, the one that stuck was Alessandro Michele for Gucci. The designer drew on a range of references, including his love of neo-Romantic Italy and retro, to create an eclectic fashion fresco – he’s also reported to have doubled the company’s revenue during his tenure so far.

Read more: All the new Gucci arrivals that are getting us very excited this season

The 2010s are nearly over... but what defined the decade's style? (8)

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2016: Natural beauty now

When Instagram makeup was taking over our social media feeds in 2016, one of its main proponents, Kim Kardashian, announced she was done with contouring. Glossier had already primed itself as a skin-first brand for those who didn’t want to cover-up their complexion at its inception in 2014, and the natural trend slowly gained confidence. Of course, beauty pioneers are onto the next iteration. Virtuous clean beauty promises to look after our skin – and the planet – better.

Read more: The new beauty buzz word? ‘Non-touring’

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2017: Streetwear, but elevated

While those in the know have championed streetwear of the skate, surf and hip-hop scenes since the ‘80s, it wasn’t until the 2010s that streetwear was truly embraced by high-fashion brands. Demna Gvasalia of Vetements (now creative director of Balenciaga), and Virgil Abloh of Off-White had already put in the hard design yards since their respective labels launched in 2014. In 2017, streetwear became increasingly visible when Louis Vuitton menswear included a Supreme logo on its artistically slouched silhouettes, and its womenswear collection featured its first designer sneakers – signalling to all of us it was okay to loosen up a bit and wear trainers.

Read more: FQ’s thoughts, feelings and concerns with the ‘ugly sneaker’

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2018: Céline vs Celine

Phoebe Philo became creative director of Céline in 2008 and her premium, pragmatic approach to luxury fashion won her legions of fans up until her resignation in 2017. In the changing of the guard a year later, Hedi Slimane reimagined Celine as a more youthful (read: club) orientated outlet, before reverting to the tried-and-true house codes – cool, calm and collected.

Read more: Hedi Slimane’s greatest runway moments at Saint Laurent

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2019: Savage x Fenty shows us how it’s done

Leave it to Rihanna to redefine how lingerie can look as we enter 2020. The music and fashion mogul gave us a moment to remember with her immersive and inclusive Savage x Fenty show, where models and dancers of diverse shapes, cultures and sizes paraded personalised looks to choreography by our own Parris Goebel.

Read more: Rihanna’s first Savage X Fenty NYFW show was everything lingerie runways should be

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The 2010s are nearly over... but what defined the decade's style? (2024)

FAQs

What is the 2010 decade known for? ›

The 2010s were a decade marked by explosive growth in technology, the rise of social media and a shifting cultural landscape that saw new forms of entertainment take center stage.

What style was the 2010s? ›

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, and unisex 1990s-style elements influenced by grunge and skater fashions.

What was the 2010s era called? ›

The 2010s (pronounced "twenty-tens" or "two thousand [and] tens"), variously nicknamed "the '10s" ("the Tens"), "the Tenties", or more rarely "the Teens"), was a decade that began on January 1, 2010, and ended on December 31, 2019.

Were the 2000s better than the 2010s? ›

The 2010s is more convenient because technology is more advanced and people are smarter but the 2000s is more exciting because people were more outgoing, music was better (And rock music was still very mainstream.), trends were more innovative, and people were more optimistic of the future.

What does late 2010s mean? ›

Well its a bit late answering this since we're in the late 2010s (2018) but 2016 would be the mid 2010s. Early 2010s= 2010, 2011, 2012, 2013. Mid 2010s= 2014, 2015, 2016. Late 2010s= 2017, 2018, 2019.

What was art like in the 2010s? ›

In the 2010s, we watched street art become the new Pop art. Artists working with super-slick, commercial finesse and mass appeal have emerged and created a schism in the genre, dividing those who have adopted street art as an aesthetic and those who are actually still creating work on the streets.

Is 2010s fashion back? ›

If you love a nostalgic moment, one of the biggest trends emerging this year is the return of 2010s fashion. It's back and better than ever (in our opinion), and we truly can't wait to see how it gets a new life to fit the 2020s.

What genre was popular in the 2010s? ›

In the decade, movements like Trap music, Cloud rap, Drill music, and Emo hip hop became mainstream. The 2010s are also notable for the increasing prominence of rap producers; examples being Young Chop, Lex Luger, Sonny Digital, DJ Mustard, Metro Boomin, Southside, DJ Khaled and Pi'erre Bourne .

What was the design style in 2010? ›

Minimalism became the top trend in 2010. Combined with neutral colors, minimalism aimed at offering a clean and simple design, running away from chaos and details. Retro and vintage styles proved that old is the new gold. These trends became popular this year and never left the design sphere throughout the decade.

What are 2010s people called? ›

Media sources focused on Generation Alpha have used starting birth years such as 2010, 2011, 2012, or 2013; "the early 2010s". In the 2023 book Generation Alpha by Mark McCrindle, Generation Alpha is defined as "covering those born between 2010 and 2024".

What is another name for the 2010s? ›

The last decade had been known as a few things, including: the zeroes, the ohs, the double ohs, the aughts (U.S.), and the noughties (U.K.). There doesn't appear to be a broad consensus. The decade we're in has largely been called the twenty-tens.

What century is 2010s? ›

21st century

What was popular in the 2010 decade? ›

This decade brought us two royal weddings and four little prince/princesses. It saw many endings (The Oprah Show, Harry Potter, Brangelina) but even more beginnings (Girls, Frozen, Fenty Beauty). Kim Kardashian broke the internet and Black Panther broke the box office. And that's just a sampling.

When did the late 2010s end? ›

The 2010s (pronounced "twenty-tens", "two thousand (and) tens", or simply "the Tens" or "Teens"), was the decade that began on January 1, 2010 and ended on December 31, 2019. It is distinct from the decade known as the 202nd decade which began on January 1, 2011 and ended on December 31, 2020.

What changed the world in 2010? ›

The year saw a multitude of natural and environmental disasters such as the 2010 Haiti earthquake, the Deepwater Horizon oil spill, and the 2010 Chile earthquake. The swine flu pandemic which began the previous year dissipated in this year.

What major events happened in the year 2010? ›

From top left, clockwise: the magnitude 8.8 Chile earthquake was one of the strongest recorded in history; the eruption of Eyjafjallajökull in Iceland disrupts air travel in Europe; the 2010 Winter Olympics are held in Vancouver, British Columbia, Canada; the Deepwater Horizon drilling rig explosion and subsequent oil ...

What was 2010 2020 known for? ›

Prince William and Prince Harry's royal weddings, al-Qaeda and ISIS terror leaders killed, missing Malaysian planes, legalisation of same-sex marriage, reality star Donald Trump becoming president and tech diversity are just some of the momentous happenings we've lived through since 2010.

Are the 2010s like the 80s? ›

The 1980s, with its physical gadgets and gizmos, offered a sense of tangibility; you could touch a vinyl record and feel the buttons of a video game console. Meanwhile, the 2010s ushered in an age of digital intangibility—where experiences, connections, and even identities became cloud-based and ethereal.

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