THE EVOLUTION OF STYLE: 1910-2020

THE EVOLUTION OF FASHION AND STYLE

As we enter a new decade, there is an expectation for bigger and better things, And in terms of fashion and style, in the next decade there is an expectation to push fashion to the next level. Fresh forward thinking and innovative are the things we will be looking for, However in order to see where fashion is going, lets look at the many decades of fashion and style.

1910's

Draped floor length dresses, corsets, hats and high collared tops, this is what fashion in the 1910's looked like. Women's fashion back then was not as liberated as it is now. It was a time where women were kind of forbidden to show skin or even wear pants and underneath it all, they wore underskirts etc, despite the restrictions, they managed to still look sophisticated for this era of fashion.

1920's

The Jazz Era, I do not know about you but the 1920's seemed like a fun time to live in based on the movies I have seen. Everything seemed so glamourous, and it looked less stifled than the 1910's especially women's fashion.

Pearls, Drop waist dresses, headbands and scarves, Mary Jane heels, gloves, fur and feathers, these are all the things you think of when you hear 1920's fashion. Women looked more free and comfortable in 1920's because the clothes were loose fitting than the decade before and women could be seen wearing pants during this time.

Inspiration and Fashion Icons : Coco Chanel , The Great Gatsby and Chicago

1930's

When you think of the 1930's, fashion is not the first thing that comes to mind, and that is totally understood considering the fact that it was an difficult time, all around the world, World Wars, Colonization and the Great Depression were taking the front lines, therefore there was probably no time to make fashion statements, which was sad.

The 1930's style was more clean cut than others, which was fitted pants and dresses or skirts and loose blouses, there were still traces of the 1920's fashion incorporated into the 1930's style.

Style Icons : Ella Fitzgerald, Billie Holiday and Katherine Hepburn

1940's

I think of the 1940's as the first edition of the 1950's, because of the pin up roll hairstyles and the polka dots print which was already a trend before the 50's.

It was a tense time in the world during the 1940's, but atleast fashion and style was revived, a new trend like Padded Shoulders, Peep toe heels, A-line Skirts, high waisted pants, Overalls and Jeans made its way to the front lines of fashion. An interesting fact about the 1940's is that the two piece bikini made its debut during this era.

Inspiration and Fashion Icons of 40's : Grace Kelly and Rosie the Riveter

1950's

Think Christina Aguilera's Candy Man music video, the Pin Up Sailor Girl with the victory rolls hairstyles, That is what fashion in the 1950's looked like.

Cat Eye Sunglasses, Capri pants, Twin set cardigans, tie collar blouses, pencil skirts, these were all the fashionable items in the 50's especially when you added the polka dots and bottoms were the "in_thing" back then. The waist was a highlighted body part in the 50's, everything was fitted around the waist. In the South African context, the 1950's were the beginning of the Kwela-Kwela Era, those swing dresses, yep!

Elizabeth Taylor

Audrey Hepburn

Inspiration and Fashion Icons: Elizabeth Taylor, Audrey Hepburn and The Movie; The Notebook

1960's

The height of social and political tensions and the protests against them, so almost everything during this time was a political statement against the system and its oppressors. People in the 60's used music and ofcourse, fashion to make political statements.

The 60's were all about bright colours, turtlenecks, shapeless shift dresses, knee length coloured socks, pattern stockings, boots and kitten heel pumps, the 60's also set a tone for 70's with fringe, but if you look close you would see that they all drew some inspiration from the 1920's with the shapeless low waist dresses.

The Supremes

Diana Ross

Inspiration and Fashion Icons: Jackie Kennedy, Diana Ross and The Movie, Hairspray

1970's

The Disco Era and Revolutionary movements all around the world. The 70's were a trying time but that did not stop people from looking absolutely fabolous, just because people were fighting against all kinds of injustices does not mean you could not look good, Right?

Bell Bottoms Pants and Jeans, Jumpsuits, Graphic T-shirts, Halter Tops, patches, Afros, Fringe and more Fringe with a whole lot of sparkle. Bold fashion statements and taking risks was not a problem in the 70s and we are here for it.

Cher

Chaka Khan

Inspiration and Fashion Icons: Black Panther Movement, Donna Summer and Cher

1980's

When thinking about the 80's fashion, I am just like Woah....because if we are being honest, the fashion was all over the place so there were plenty of bad fashion moments but the good moments were GOODT.

Oversized Blazers, Biker Shorts, Mini Skirts, Fishnet tights, Chunky Jewellary and Accessories.The 80s were a crazy crazy time but we love it.

Lisa Bonet

Cyndi Lauper

Madonna

Salt n' Pepa

Inspiration and Fashion Icons: Lisa Bonet, Cyndi Lauper, J.J Fad, Brenda Fassie, Salt 'N Pepa and Madonna

1990's

Baggy, Baggy and Baggy 90s , Who does not love the 90's, the 90s were the Bomb! Okaay! The Hip Hop Community had taken over the music and fashion industry in the 90's, more black sitcoms came out in the US and they were all our influences when it came to style and they certainly made many name brands popular.

On the other hand, if you think Princess Diana, Rachel Green(Jennifer Aniston on Friends) and Cher Horowitz (Alicia Silverstone on Clueless), they represented the more upscale and posh side of 90s fashion with their mini plait skirts, thigh high socks, chunky heels and high waisted jeans

Baggy Jeans, BaseBall hats, Baseball Caps, Sneakers ,Checkered Shirts, slip dress, plait two piece suits and jean overalls. 90s fashion brought the fire we never knew we needed.

TLC

Lebo Mathosa and Thembi Seete

Aaliyah

Janet Jackson in Poetic Justice

Inspiration and Fashion icons: Aaliyah, TLC, Spice Girls, Lebo Mathosa, Thembi Seete and Fran Drescher

2000's

Wow the 2000s....what a confusing time for fashion, you would just want to laugh out loud at some of the fashion trends we all shamelessly took part in.

Everything from Cropped Cardigans, Tiered Miniskirts, Low Rise Jeans, Wearing UGGs everywhere, Crocs, Leggings and short dress combo, tube tops, long tunics with too long jeans, Juicy Couture tracksuits, Baby Phat, Sean John and that darn thong trend.

We have seen it all in the early 2000s, it was the good and bad combined in one decade.

Kylie Jenner and Friends

Christina Milan

Britney Spears

Inspiration and Fashion Icons: Destiny's Child, Eve, Paris Hilton, Lindsay Lohan and Jennifer Lopez

2010

The height of teen dramas and the beginning of social media, during the last decade, people were heavily influenced by the fashion they saw on tv, shows like Gossip Girl, 90210 and even Hannah Montana had a strong influence on the youth and they set trends that everyone was wearing, however we cannot forget that it was the Rise of Rihanna, I know in South Africa, whatever hairstyle Rihanna rocked, everyone would have it in December, who do you think inspired the Razor Cut hairstyle.

Skater Skirts, Bright Shorts, Bright Skinny jeans, sketchers sneakers, tailored suits, mixed prints, wedge sneakers, bandage dresses, tube skirts, thigh high boots and bold belts, all this brightness during this time had a name and it was colour blocking and we loved colour blocking.

Blake Lively as Serena van der Woodsen
Leighton Meester as Blair Waldorf

Rihanna

Annalynne McCord

Gwen Stefani

Inspiration and Fashion Icons: Blair Waldorf (Leighton Meester in Gossip Girl), Serena van der Woodsen (Blake Lively in Gossip Girl), Lady Gaga, Rihanna, Noami Clark (Annalynne McCord in 90120), Ivy Sullivan (Gillian Zinser in 90210)

2019-To The Future

Last Year, the fashion industry was on fire. We had Rihanna dominate the entire fashion and beauty industry with her SavageXFenty, Fenty Beauty and launched her Fenty clothing line.

Kanye West was not far behind with his Yeezy Collection and even newbie Saweetie had a very successful show the collaboration she did with Pretty Little Thing and now in 2020 Beyonce's line Ivy Park is doing a collaboration with Adidas is about to rock the fashion world.

We cannot wait to see what this next decade has in store for us but the future looks pretty lit!