The fashion of the year 2010 is still a journey of discovering and honoring the effects of diversity, the birth of the Millennial generation – The young people that were born between the 90s and the first half of the 2000s. Growing up in a multicultural and economical environment, Millennial made a living and thought differently from the previous generations. They created a colorful social background. ON THE WAY TO BECOME THE BIGGEST CUSTOMER GROUP, THESE YOUNG PEOPLE HAVE CHANGED THE COMPLETE DEFINITION OF MODERN FASHION.
More than half of millennials’ purchasing decisions are made by the influence of social networks. Therefore, the fashion of the 2010s is tied to this new media platform. Pinned from modern blogs, social networks like Instagram or YouTube, high fashion comes to the masses more quickly and effectively than any other medium. The measure of power and popularity is the number of followers on social networks, and Influencer has become an orthodox career with money and fame no less than a music or movie star.
An idol generation emerged from social networks to become the new face of fashion, with far more influence than the It Girl of the 2000s. Chiara Ferragni – owner of the famous blog The Blonde Salad launched in 2009 has now become the star of fashion weeks, attending the most famous and luxurious events from couture houses. The Kardashian – Jenner family is at the forefront of the trend of beauty and athleisure style combining sport and comfort. Big fashion houses launch special collections through … Instagram, with youthful designs that directly target potential millennials.
The boredom of millennials also contributed to the development of fast fashion – “instant” fashion. Zara has made a remarkable profit thanks to the design and production cycle in less than two weeks, quickly capturing any emerging trend with unprecedented speed. Fashion Nova, the famous online sales channel in the US is even more “scary” when the next day, this channel was able to launch the same design as the red carpet outfit that a star had just worn the night before.
Designer Clare Waight Keller brings the freshness for Givenchy
There are so many trends coming and going in just 10 years, making fashion in the 2010s difficult to define with a specific style. Even in big fashion houses, the rotation of the creative director’s chair is so fast that many brands completely lose their identity in just a few years. Lanvin has struggled from 2015 to now after a bitter parting with Alber Elbaz, losing his position and voice in the high-end fashion village of Paris despite being the oldest fashion house in this place. However, new names and a spirit of 180-degree change also brought success beyond imagination, as evidenced by Hedi Slimane at Saint Laurent, Alessandro Michele at Gucci, Daniel Lee at Bottega Veneta and Demna Gvasalia in Balenciaga.
One of the most prominent voices of this decade is the fashion designer Phoebe Philo – Céline’s Creative Director until 2018. Redefining Céline in a bold, feminine style and perfect balance between experimentation and the minimalistic, fashion designer Phoebe Philo also reshaped the entire fashion in the year 2010. The typical style of Phoebe Philo has been copied by a range of designers from New York to Paris to this day, but no one has been able to grasp the perfect formula and the typical spirit that the designs of she always exudes.
Not only clothes, accessories of Céline under the creative hand of Phoebe Philo also have a unique place. Phantom, Nano and Luggage are the famous It Bag trio of the first half of 2010. Large-sized handbags are also a symbol of fashion, as women increasingly hold important positions in society and always need to carry the necessary items with them.
Feminism was also an important topic in the fashion language of the 2010s. Women became decision makers at big fashion houses. At Dior, Maria Grazia Chiuri ended a series of turmoil days as a creative director since John Galliano was fired. With strong femininity and a deep understanding of fashion history, Maria Grazia Chiuri brings a youthful but still faithful Dior version to the core values. More than any other designer, the feminist story has always been at the center of her creations, ranging from the image of swordsmen to ballerinas and then drawn with an Apple declaration. violence: “We should all be feminist” (We should all be feminist activists).
After the sudden departure leaving a lot of regret for Alexander McQueen in 2010, Sarah Burton became creative director at the fashion house of his mentor. Always the right-hand man of McQueen, Sarah continues the story that the late genius once wrote, but with her own softness and romance. At Givenchy, Clare Waight Keller captivates fashion followers and critics because of its unique haute couture designs that are not only in shape but also in materials, bringing a new perspective to the long-standing art.
Designer Virginie Viard
Cruise of Chanel 2020 is the first fashion show that designer Virginie Viard performs independently since holding the position of creative director of Chanel
In February 2019, Karl Lagerfeld died in Paris. Known for his efforts to revive Chanel when the fashion house was “dying” in the early 1980s, as well as the one who has accompanied Fendi for more than 50 years – a record that no one has ever broken, the death of the prince. gray hair leaves a gap that is hard to fill. Silvia Venturini Fendi, the only member of the Fendi family still working in this fashion house, becomes the new creative director after more than half a century. The creator of Baguette – the first It Bag, and always following Karl in each collection, Silvia is the perfect choice for the Italian fashion house.
When Karl Lagerfeld’s final designs for Chanel appeared on the snowy catwalk in the Grand Palais, it was then that Virginie Viard – his close associate from his Chloé days – was announced to be the successor. Experiencing three collections, designer Virginie Viard brings a new Chanel, characterized by lightness and femininity but still cling to the heritage created by Coco. With 6 collections a year, one who knows Chanel and the brand values from the inside is what Chanel needs most in this sensitive moment.
The collection Cruise 2020 Collection of Dior
Fashion in the 2020s is expected to be even more unpredictable and change at a dizzying pace than today, when the big names of modern fashion have almost retreated in hiding or permanently gone. What is about to happen is still in a vague form, but how mysterious is it?
Writer THUY VI – Design ANH HOA
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