Known as the "decade of the influencer", the 2010's gave us so many fashion trends, both good and bad (that's for you to decide). From skinny jeans, latex dresses, and VSCO fashion, this decade had it all. Keep reading to find out more!
Jeans, Jeggings, and Leggings!
Every decade seems to implement a different style of denim into fashion. From high-waisted baggy jeans in the 90s to low-waisted flares in the 2000s, the 2010s gave us "skinny jeans". Whether you loved it or hated it, skinny jeans were EVERYWHERE. With becoming a 'staple' in many people's wardrobes, skinny jeans were immensely popular amongst both men and women, being produced and sold in different colours and styles, (Baxter, 2025). However, if people thought that skinny jeans weren't a good look, the phenomenon of "jeggings" was just around the corner. Jeggings are exactly how they sound: jeans that look like leggings. Many people loved them as they believed that skinny jeans were too uncomfortable, so jeggings was a way of wearing skinny jeans, but in a much more comfier way. Jeggings were also seen as more 'appropriate' than leggings, as many people believed that leggings are not a type of trousers, but that they should be wore under clothing, in a similar way as tights are worn. However, this did not stop people from making leggings a trend. With the rise of athleisure, wearing leggings by themselves became more and more acceptable, making the 'fitness' look more casual! (Singer, 2019).
Latex
It became a trend in previous decades to use latex to make outfits due to its "fetish" qualities and the fact that it would be skin tight. However, the trend became popular again amongst certain celebrities in the 2010s, notably Kim Kardashian and Katy Perry. In 2010, Katy Perry became known for wearing a range of different latex dresses to award shows, concerts, and in everyday life. When an interviewer asked why she loves to wear latex, her response was that "it is comfortable as it just sticks to you", (Thomas, 2020). One of her most infamous latex looks was when she performed at the 2010 Victoria's Secret Fashion Show. She wore a yellow and pink latex corset, high-waisted shorts, and a overall skirt, created by House of Harlot, (Harlot, 2010). Moving on to Kim Kardashian, another latex lover of the 2010s. She had been seen A LOT throughout the decade wearing latex in one way or another, and still does today. In my opinion, her most famous latex outfit was the pink latex dress she wore in Melbourne when she was promoting her fragrance "Fleur Fatale" in 2014, (Wasilak, 2019).
ADIDAS and Influencers
2010-2019 was a successful time for the brand Adidas. In 2011, the brand launched their "all in" campaign which united sport, street, and style, featuring athletes such as Lionel Messi and David Beckham. Also in this year, the brand released their Terrex range, allowing them oo enter the 'outdoor' market, (FatBuddha, 2025). With these two releases being fairly popular, Adidas hit HUGE popularity in 2015 when they collaborated with Kanye West to create the shoe "Yeezy Boost 750", selling out within 10 minutes of its initial release. This collaboration helped Adidas grow their sales by 45% in the final quarter of 2015, and became to "most popular trainers brand on Instagram in 2015!" (Brooke, 2016). Speaking of Instagram, the 2010s saw the rise of social media influencers. The biggest names throughout this time were Jeffree Star, Tana Mongeau, and Jaclyn Hill. As the name 'influencer' says, their main job was to either influence their viewers on stuff to buy, or just to show them how they spent their days. Focusing on Jeffree Star specifically, he became the 'go-to' influencer when people were deciding whether or not to buy a certain makeup product, due to him being known to give brutal and honest reviews, (Boissinot, 2024).
VSCO Girls
It wouldn't be right to talk about the 2010s and not mention the VSCO girls of 2019. The VSCO trend BLEW UP on Tiktok, typically a trend dominated by teenage/high school aged girls in the United States. The basic fashion that came from this trend was an oversized tshirt, denim shorts, a shell necklace, a Fjallraven Kanken backpack, Birkenstocks, scrunchies, and Hydroflasks. This trend became known worldwide and even had Youtuber's at the tie promoting it, most notably Emma Chamberlain and Hannah Meloche, (Jennings, 2019). At the time, people hailed Emma Chamberlain as the "VSCO empress", however she has since distanced herself from this title and has gone on to become a huge success.
References:
Baxter, J. (2025) Skinny jeans: History timeline, History Timelines. Available at: https://historytimelines.co/timeline/skinny-jeans#:~:text=By%20the%20early%202010s%2C%20skinny,a%20stylish%20and%20edgy%20look. (Accessed: 24 February 2025).
Singer, M. (2019) The 2010s will be remembered as the decade of leggings-and we’re okay with that, Vogue. Available at: https://www.vogue.com/article/2010s-fashion-leggings (Accessed: 24 February 2025).
Thomas, M. (2020) Here’s why Katy Perry is obsessed with latex clothing, TheThings. Available at: https://www.thethings.com/katy-perry-latex-obsession/ (Accessed: 24 February 2025).
Harlot, H. of (2010) Katy Perry X house of harlot for victoria’s secret fashion show 2010, House of Harlot. Available at: https://www.houseofharlot.com/blogs/news/house-of-harlot-makes-katy-perry-s-outfit-for-victoria-s-secret-fashion-show?srsltid=AfmBOop2A-0VCDuFxQkmErONzS4BjMInbt9HlIHRiSWDc3RpsAMRjY4_ (Accessed: 24 February 2025).
Wasilak, S. (2019) Kim Kardashian’s 50 most iconic outfits of the decade - oh yes, we went there, Popsugar UK. Available at: https://www.popsugar.co.uk/fashion/kim-kardashian-style-2010-to-2019-46982737 (Accessed: 24 February 2025).
FatBuddha (2025) Brand Timeline & History, Adidas. Available at: https://www.fatbuddhastore.com/adidas-sneaker-history-i192#10 (Accessed: 24 February 2025).Brooke, E. (2016) Adidas is very pleased with the success of Kanye’s Yeezy Collection - Fashionista, Fashionista. Available at: https://fashionista.com/2016/03/adidas-2015-earnings (Accessed: 24 February 2025).
Boissinot, J. (2024) Who is Jeffree Star? - favikon, RSS. Available at: https://www.favikon.com/blog/who-is-jeffree-star#:~:text=Jeffree%20Star%20has%20established%20himself,fearless%20approach%20to%20content%20creation. (Accessed: 24 February 2025).
Jennings, R. (2019) VSCO girls and how teen culture goes viral, Vox. Available at: https://www.vox.com/the-goods/2019/9/24/20881656/vsco-girl-meme-what-is-a-vsco-girl (Accessed: 24 February 2025).
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