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The 2010s

Streetwear, athleisure

Look 48, Gucci, fall/winter 2017–18
Alessandro Michele · fall/winter 2017–18

Digital visibility brought ordinary clothes, athletic forms and elaborate ornament into constant conversation. Collaborations and material experiments widened the designer wardrobe.

Key styles

Look 6, Fenty x Puma, spring/summer 2017

Athleisure

Sportswear in everyday dress · Leggings and track pants · Sneakers and flexible layers

Look 1, Louis Vuitton with Supreme, fall/winter 2017–18 menswear

Luxury streetwear

Streetwear forms · Graphic logos · Fashion and sports-brand collaborations

Look 14, And Re Walker, spring/summer 2015

Normcore

Ordinary wardrobe staples · Understated styling · Practical casual shoes

Look 48, Gucci, fall/winter 2017–18

Maximalism

Mixed patterns · Rich ornament · Eclectic layers and accessories

Defining work of the 2010s

Selected examples dated to this decade.

Designers active in the 2010s

Black knitted dress printed with the words LITTLE BLACK DRESS, displayed with tall tied boots.

Virgil Abloh

pre-fall 2018

Used streetwear, quotation marks and familiar garment types to question luxury conventions at Off-White and Louis Vuitton.

Look 1, Louis Vuitton with Supreme, fall/winter 2017–18 menswear

Kim Jones

fall/winter 2017–18 menswear

Connected sportswear and subculture with luxury menswear, made especially visible by Louis Vuitton’s 2017 Supreme collaboration.

Ensemble, House of Balenciaga, spring/summer 2017

Demna

spring/summer 2017

At Vetements and Balenciaga, recast ordinary clothes and tailoring through exaggerated scale and street references.

Look 48, Gucci, fall/winter 2017–18

Alessandro Michele

fall/winter 2017–18

Made Gucci a focus of the decade’s maximalism through layered ornament, mixed patterns and historical references.

Ensemble, Céline, spring/summer 2017

Phoebe Philo

spring/summer 2017

At Céline, balanced tailored ease with expressive detail, including a 2017 ensemble printed with Yves Klein’s imagery.

Ensemble, Iris van Herpen, fall/winter 2011–12 haute couture

Iris van Herpen

fall/winter 2011–12 haute couture

Expanded couture’s material vocabulary through sculptural structures and collaborations with specialist makers such as Materialise.

Scarf-skirt ensemble, Marine Serre, fall/winter 2018–19

Marine Serre

fall/winter 2018–19

Made recovered textiles part of a contemporary design language, including the scarf-based looks of her 2018 collection.

Monochrome dress, Rahul Mishra, 2014

Rahul Mishra

2014

Brought intricate Indian hand embroidery to international attention with the Lotus Effect collection, winner of the 2014 Woolmark Prize.

The world behind
the wardrobe.

Social media helped fashion images reach ever larger audiences in the 2010s. Athleisure blurred exercise and everyday wardrobes, while collaborations brought streetwear into luxury collections. Normcore made ordinary casual clothing a fashion subject. Later, highly decorated looks associated with Gucci helped popularize maximalism. These familiar labels describe distinct, sometimes overlapping directions.

2014

Normcore becomes a talking point

Fashion reporting debated the appeal of ordinary jeans, sweats and casual shoes.

Mid-2010s

The everyday sports wardrobe

Workout clothes became increasingly visible beyond exercise, supported by collaborations between designers and sports brands.

2015–17

More ornament, more collaboration

Gucci’s decorative direction and Louis Vuitton’s Supreme collaboration made two different routes through luxury highly visible.

Browse all 687 designers

Designers active in this decade. Available garment examples may come from another period; their dates are labeled.

687 of 687 shown

READ FURTHER

FIT Fashion History Timeline: 2010–2019Vogue: The rules for wearing workoutwear, January 2016Vogue: André Walker spring 2015, reviewed October 2014Vogue: Louis Vuitton fall 2017 menswearVogue: Milan’s spring 2017 collections, September 2016Vogue: Street style in the 2010s, July 2019
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