Hype beast pictures12/8/2023 ![]() But eventually, the collaborative landscape transcended sneakers and opened up to entire apparel and accessory collections, making the once-novel idea a common marketing tool throughout the 2010s.Īdidas has hit on the trend in several ways, syncing up with designers such as Raf Simons and West for long-term partnerships that continue to be refreshed (the latter’s YEEZY label still reigns as one of the most powerful footwear brands today). Earlier iterations yielded streetwear-meets-hype artist collaborations like BAPE and Pharrell’s 2006 Roadsta shoe and Kanye West’s footwear capsule with Louis Vuitton in 2009. This once-innovative concept exploded over the decade to become the norm for seemingly every brand. 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. 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. 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. 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. 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. 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. ![]() ![]() 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. Near the beginning of the decade, technical and athletic attire suddenly became everyday wear - and never quite left the scene. Read on for more of HYPEBEAST’s breakdown of the 10 biggest fashion trends of the decade. 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. 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. More contemporary concepts found their footing in the fashion space as well. 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. 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. UGG, as a leading example, transcended its celeb airport-wear affiliation and became a highly-coveted fashion partner by the end of the decade. Those changes resulted in unprecedented collaborations and product launches, which continues to be the norm today in an effort to keep consumers’ attention. 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. 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. But as with many endings, this phenomenon simply ushered in a new beginning: the rise of e-commerce. 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. 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.
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