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Marcus Kirby
by Published on January 14, 2020

Meet Lisa Aiken, fashion director of Moda Operandi and one of our style icons here at Who What Wear. Lisa is championed within the industry for setting trends and spotting new designers like it's no one's business. No, really—if there's a cool new brand or rising trend, she's not only already wearing it but has also edited it into Moda Operandi's shopping selection for all to enjoy. Since we're always looking to Lisa for our next shopping move, we're thrilled she's agreed to join us as a columnist on the site, serving the latest and greatest when it comes to trends, style, and shopping.

Today, it is with great honor and excitement that we welcome her as she discusses all the biggest fashion trends and moments from the last decade starting in 2010 and ending in 2019. The jury is still undecided about 2020, so in the meantime, follow along as she walks us through all of the trends from the 2010s you probably already forgot about and shop a few in case you're feeling nostalgic.  

A skinny jean, high heel shoe, and a blazer from Chanel or Balmain was the French editor uniform, best sported on Emmanuelle Alt, editor in chief of Vogue Paris.  

Miuccia Prada’s iconic banana print could not be missed in every fashion magazine or on celebrities, and it quickly became available on the high street as well. The brand’s relevance was further heightened with the designer’s inclusion in the Met Costume Institute’s theme the following year. 

The model-off-duty look was an easy formula for everyone to replicate—an oversize tee, skinny jeans or leather pants, and a biker jacket. The hero piece quickly became Isabel Marant’s wedge sneaker… if you could get your hands on them! 

The biggest movement of the decade was undoubtedly the rise of streetwear, and it all started back in 2013 with Givenchy’s Bambi sweatshirt. Riccardo Tisci, creative director at Givenchy, styled it on the runway with a pencil skirt and heels, and so trend began.   

Instagram’s relevance propelled more bold fashion and the concept of dressing for the camera. The platform heralded the growth of street style and the documented OOTD as a means of sharing fashion and bubbling up trends.  

With the appointment of a new creative director at Gucci, Alessandro Michele, combined with the aforementioned growing presence of street style and social media, we returned to maximalism. Bold prints, quirky details, and the Princetown horse-bit loafer quickly became our fashion uniform.  

Streetwear really gained momentum in 2016, where Givenchy left off, Virgil Abloh of Off White, and Demna Gvasalia at Balenciaga saw an opportunity to redefine what a cult piece is in fashion. Quickly the items to own became statement denim, a signature hoodie, and the bomber jacket.  

The evolution of streetwear continued with the rise of logomania. Suddenly every outfit was completed with the addition of a Gucci T-shirt or monogram bag. Branding was big, almost as big as it was in the 1990s.

Fashion’s favorite minimalist, Phoebe Philo, departed Celine in 2018 and left us all craving more. Very quickly fashion switched to a more grown-up, tailored, and subtle vibe, with an entire group of loyal followers making feelings known with the hashtag #OldCeline on Instagram.   

The repercussions of #OldCeline lasted well into 2019, with the endless sea of beige in stores being the most notable signal. Designers across the industry have (perhaps subconsciously) tried to fill the void left behind, and it seems the emerging winner is Daniel Lee at Bottega Veneta with an It bag that has taken over the internet.  

Next up, check out the eight risky trends our editors will be trying this year. 

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