THE BIGGEST TRENDS OF THE DECADE

The good, the bad and the UGG. HYPEBEAST Features - Go in-depth and learn more about the culture. [HYPEBEAST]( [Features]( December 27, 2019 [THE BIGGEST TRENDS OF THE DECADE]( The good, the bad and the UGG. 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. Athleisure 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 Pink Bags, 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. [READ THE FULL ARTICLE ON HYPEBEAST →]( [banner](   [More HYPEBEAST Features]( [[8 Drops You Don't Want to Miss This Week] [FASHION]( [8 Drops You Don't Want to Miss This Week]( [[THE MOST INFLUENTIAL DESIGNERS OF THE DECADE] [FASHION]( [Helmut Lang Wants Us to Stop Dressing for Instagram]( [Get The App Free on iOS and Android]( Follow --------------------------------------------------------------- 2019 HYPEBEAST Limited. All Rights Reserved [Manage Subscriptions]( You are receiving this email because you have subscribed to HYPEBEAST's marketing emails. You can unsubscribe from us any time by clicking [here](. It may take 48 hours to complete the unsubscribe process. Contact subscription@hypebeast.com for assistance on any enquiries. Our Mailing Address: HYPEBEAST, 10F, KC 100, 100 Kwai Cheong Road, Kwai Chung, Hong Kong