Originally published in print November 2020.
Illustration by Maeve Breathnach.
The roaring 20s brought flapper dresses, the swinging sixties brought mod and shift dresses, the noughties brought low rise jeans and frosted lip gloss, but what exactly did the 2010s contribute? The 2010s is possibly one of the most bizarre eras of fashion yet. Let’s take a trip down memory lane and rediscover what the 2010s contributed to the fashion archives.
First up we have the moustache trend. I don’t even know where to begin with this bizarre phenomenon that bewitched us as a species. What possessed us to adorn a cartoon of men’s facial hair onto tote bags, earrings, duvets, tshirts, mugs, backpacks, phone cases, is beyond me. It came at the time during the surge in hipster culture, which also brought us man buns and harem pants. Quotes such as “I moustache you a question but I’ll shave it for later” and “I’d love to stay but I really moustache” often accompanied the sea of moustaches on duvets and t-shirts all over. Possibly the most bizarre trend of the 2010s, the moustache marvel first appeared around 2012, and thankfully, was short lived.
Popular among teenagers and young adults, the Hollister and Abercombie brands took the world by storm. The sister brands represented a lifestyle of privilege and exclusivity. Not only were the store lighting choices and prices questionable, but remember the raunchy semi-naked models that adorned the shopping bags? The brands underwent criticism in 2013 for their size and race inclusivity after CEO, Mike Jeffries made discriminatory comments as well as numerous lawsuits filed on basis of discrimination. This ultimately led to a rebrand in 2018, thankfully forcing the brand to include more sizes and diversity in their advertising.
Reminiscent of university campuses and private schools, and unlike other trends, the preppy style is constantly reinventing itself decade after decade. During the 2010s, thanks to shows like Gossip Girl and Pretty Little Liars, the preppy style was reborn yet again. Shorts with tights, oxfords, Hunter welly boots, skater skirts, peter pan collar shirts, knee socks were some of the key elements that constituted 2010s preppy. Brands such as Jack Wills, which endorsed hoodies and t-shirts with graphics such “University Outfitters” displayed across the front, were at the forefront of preppy youth culture.
The boho trend was a key ingredient to 2010s fashion, influenced by the celebrity style culture of the famous Coachella festival and, thanks to the likes of Lana Del Rey, flower crowns were no longer fated solely to festivals. Gladiator sandals, kimonos, midi skirts (with a rise on the front), american flag shorts and dream catcher earrings were quintessentially 2010s boho. Another boho-esque style I look back fondly at was midi rings. Remember those little rings that didn’t fit below the knuckle? Perhaps it’s more impractical cousin was the double-finger cross ring. The grunge trend made a reappearance in the 2010s, and took the shape of creeper shoes, cross jewellery, galaxy leggings, chokers, mom jeans and flannel shirts.
Other honourable mentions include crackle nail polish, ugg boots, EOS lip balms, infinity scarves, balayage, bejeweled owls necklaces and nerd glasses. But perhaps the most honourable of them all: The Wedge Sneaker. The wedge sneaker consisted of a trainer with a heel. The intention was there, to give height while being casual, but ultimately, why put yourself through the pain of heels if you don’t have to? And finally, possibly the worst trend of the decade, and never to be repeated, was “jeggings” – the leggings that posed as jeans. The world was not ready for jeggings, and I don’t think it ever will be.
From walking down Grafton Street in welly boots, to wearing flower crowns to school. The 2010’s was certainly an era of fashion that didn’t have to make sense. Fashion wasn’t allocated to a location or your role in society. It broke across the barriers of logic (I know we’re all thinking of the moustache trend) and for that, it has to be applauded. The 2010s may have underwhelmingly slipped under the radar of fashion history, but since fashion always comes back around, who knows what will be reinvented in 10 years time. In the year 2032, a fifteen year old girl will slide on her vintage uggs boots, throw on an authentic 2012 Abercombie hoodie, stick Taylor Swift’s Red album on and think to herself, “I was born in the wrong generation”.
