How Instagram changed fashion in the 2010s
The fashion of the 2010s cannot be characterized in a few words, but the main changes in it have occurred thanks to the visual language of Instagram. The 2010s were marked by social networks. But nothing had such an impact on the culture of the past decade, like Instagram.
In the 2010s, we saw a real flowering of hype things, not very suitable for wearing them in ordinary life, but looking cool in the photo. Let us recall, for example, hype things like Hermès bags, huge dresses with sayings like “Sorry for being late, I didn’t want to come” at the Viktor & Rolf spring / summer 2018 couture show or La bomba straw hat with hyperbolized large brim, first appeared in Jacquemus spring / summer 2017 collections.
In 2019, Gucci became the most popular fashion brand on the network. It is also among the five most expensive in the industry, according to the analytical platform Interbrand.
It is also logical that the theme of the last passing decade Met Gala was camp - "a sophisticated aesthetic taste", cultivated by the modern online community. But the trend itself is not new and can be traced back to the 1970s and 1980s, when designers began to create shocking outfits in the hope of appearing in influential fashion magazines.
Instagram hype also damaged the reputation of famous brands. At different times, Loewe fell under disgrace, whose costume was compared with the uniform of prisoners of concentration camps, Gucci, whom the coalition of Sikhs accused of cultural appropriation because of the turbans on the catwalk, Prada, who were convicted of racism because of figures in the form of monkeys, and many others.
Instagram has become a major critic and arbiter for fashion brands. Given the speed of information exchange and the number of competitors, brands are constantly forced to generate new ideas and create products, and we are constantly to consume them.
From the mid-2000s, the role of experts was played by fashion bloggers - the same consumers who got the right to sit on fashion shows next to celebrities and editors of influential publications and create content along with fashion critics, and subsequently promote products.
Photos of elegant guests of fashion shows have also become an integral part of the fashion industry. This gave way to street style stars such as Veronica Heilbrunner, Yasmin Sewell, Pernil Teisbek, Giorgia Tordini and Gilda Ambrosio, Vanessa Hong, Linda Tol, Negin Mirsalehi, Leoni Hann, Caroline Daur and Xenia Adonts.
The 2010s were a period of dominance by influential women and feminist views. And if in pop culture Lady Gaga, Rihanna, Kim Kardashian and Beyonce ruled the ball, then among designers took control of Maria Grazia Curie at Dior, Phoebe Fileau at Celine, Stella McCartney and Victoria Beckham, who were able to satisfy the demand for a minimalistic and Elegant clothes for working fashionistas.