![]() Fashion subcultures, the direct antithesis to ubiquitous, sometimes overstylized trends, proved to be even more popular than the original trends themselves, making their way from niche communities to the mainstream fashion runway. Perhaps ironically, the antitrend was the one of the most pervasive fashion trends of the 2010s. Many of today’s biggest influencers have been tapped for these ambassador roles, including Charnas for Tresemmé and Ferragni for Lancôme. ![]() Their ubiquity, influence and prominence has also reshaped the landscape of brand marketing, with major companies eschewing the typical celebrity spokesperson for the influencer brand ambassador. Today, fashion influencers are fixtures at fashion week, sitting front row alongside celebrities and fashion editors. The frenzy around street style stars catapulted the careers of influencers like Leandra Medine of Man Repeller, Chiara Ferragni of the Blonde Salad, Aimee Song of Song of Style, Arielle Charnas of Something Navy, Susie Lau of Style Bubble, Nicole Warne of Gary Pepper Girl, Tamu McPherson of All the Pretty Birds and many other bloggers, influencers, fashion editors and the like. The decade also saw the rise of other street style photographers, including Scott Schuman and Tommy Ton, who gave a platform to the self-styled fashion bloggers and put on display their widely acclaimed authentic style. For decades, Cunningham was a fixture on the streets of New York, but he became a celebrity in his own right with a documentary about his work, which was released in 2011. The dawn of the “street style star” can be credited in large part to the late New York Times photographer (and former WWD alum), Bill Cunningham. The ath-leisure fashion trend saw steady growth throughout the decade, with the category expected to grow by roughly $21 billion over the next four years, reaching a total of over $138 billion. The trend made its way to the beauty industry in 2018, when a number of brands emerged with skin-care products that offered pre- and post-workout benefits. The demand for ath-leisure fostered the boom of successful brands, such as Outdoor Voices (founded in 2014), Vuori Clothing (founded in 2013) and Bandier (founded in 2014) as well as establishing heritage brands like Lululemon, Sweaty Betty and Athleta, among others, as key players in the market.Īth-leisure wasn’t restricted to just fashion. ![]() Hyperstylized workout gear, from the ubiquitous yoga pant to sports bras, evolved with higher-quality fabrics, vibrant colors and graphic patterns, spilling from the spin class to the street. What started at the gym, as the boutique fitness culture proliferated in the decade, the demand for more fashionable workout clothes increased, too. From the wellness movement to 24/7 access to just about anyone on Instagram and Snapchat, a relaxed culture ensued, giving launch to the decade’s most comfortable fashion trend: ath-leisure. A post shared by BANDIER got casual in the 2010s. ![]()
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