Decade of Fashion: Brits Polled on Everything Fashion from the Twentyteens
2019 marks the end of a defining decade for British fashion.
Love the Sales, the leading destination for shopping the designer sales online, has surveyed British women to discover what they really think of the fashion The favourite designer brands of the Twentyteens from the Twentyteens.
2,000 British women voted on:
Celebrity fashion Icons of the Twentyteens
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Which global celeb has had the biggest impact on trends in the last decade? British women have their say on the fashion icons that have wowed shoppers with their outfit choices.
From extravagant gowns to high street looks, here are the top 5 style icons of the Twentyteens, voted for by the British public.
Top 5 style icons of the decade:
1- Holly Willoughby
2 - Kate Middleton
3 - Rihanna
4 - Michelle Keegan
5 - Dame Helen Mirren
Celebrity fashion faux pas moments of the Twentyteens
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Celebrities don’t always make the right fashion choices. In fact, some celeb outfits in the Twentyteens have been downright bizarre.
From trying to push the boundaries of fashion to making political statements with ensembles, here are the moments that shocked the fashion community, but not in a good way.
Top 5 fashion faux pas of the decade:
1 - Gemma Collins, 2017, orange ‘Oompa Loompa’ shoulder pads dress 🍊
2 - Lady Gaga, 2010, at the VMA awards ‘meat dress’ 🥩
3 - Miley Cyrus, 2015, hosting MTV Movie Awards in ‘spaceman straps’ 👩🚀
4 - Kim Kardashian’s, 2013, Met Gala Givenchy ‘sofa pattern style’ dress 🛋
5 - Meghan Markle, 2017, engagement outfit in oversized ‘BIG FOOT’ heels 👠
Celebrity fashion wins of the Twentyteens
Some fashion moments are so monumental that they capture the fashion zeitgeist for years. Think Marilyn Monroe’s white dress or Britney Spears’ iconic red jumpsuit.
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In the Twentyteens there were five top fashion moments that made history for the women of Britain.
Top 5 fashion moments of the decade:
1 - HRH The Duchess of Cambridge wedding dress (2011)
2 - Holly Willoughby red Safiyya dress at The Pride of Britain Awards (2019)
3 - Beyonce’s Givenchy couture at 2015 Met Gala
4 - Jeninifer Lopez’s iconic green Versace dress, SS20 runway (2019)
5 - Kim Kardashian in Versace at Met Gala 2018
Most fashionable European countries of the Twentyteens
With a decade dominated by Brexit broadcasting, what do Brits really think of their European neighbours’ fashion choices?
The results from our survey delves into Brits’ perceptions of other nation’s style credentials. Which country do Brits feel are pushing the envelope and which country needs a wardrobe update?
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Italians are deemed the most fashionable citizens in Europe.
Across the channel, France was voted the second most fashionable second place and Spain took the third spot in Europe’s fashion stakes.
Here is the full list of top 10 most fashionable European countries, voted for by Brits.
Top 10 most fashionable EU countries:
Italy
France
Spain
Belgium
Sweden
Monaco
Germany
Denmark
Switzerland
Czech Republic
Least fashionable European countries of the Twentyteens
Despite the Netherlands being home to well-known fashion labels like Scotch and Soda, Viktor & Rolf and G-Star Raw, Brits felt the Dutch had the worst European fashion of the decade.
Brits also weren’t too kind to their Irish sea neighbours, voting Ireland as the second-worst dress sense in Europe.
Top 10 least fashionable EU countries:
Netherlands
Ireland
Bulgaria
Portugal
Poland
Greece
Russia
Croatia
Austria
Belarus
The most missed clothing retailers of the decade
Nearly 17,000 jobs were lost as a result of the closure of stores such as BHS, Jane Norman, JJB Sports, Barratts, Tie Rack and American Apparel. But which high street brands and designer labels have Brits missed the most over the past ten years.
British Home Stores (BHS) is the shop that Brits miss the most. The mass-market department store was famed for its quality and low-priced clothing and later expanded its offering into furniture, electronics, entertainment, convenience groceries, fragrance and beauty products. 17.9 million UK consumers (27%) state BHS is the biggest loss the high street from the past decade.
Top Ten Most Missed Clothing Retailers of the decade:
British Home Stores
Forever 21
JJB Sports
Jane Norman
American Apparel
Banana Republic
Austin Reed
Principles
Tie Rack
Barratts
The UK’s favourite high street stores
H&M is the UK’s favourite high street clothing store – almost a quarter (24%) admit it is their number one in-store shopping destination.
Spanish brands did not fare as well – with Stradivarius only receiving 1% of the vote and Mango receiving 3%.
However, one Iberian brand bucking this trend was Zara. More than 7.3 million (11%) admit it is their favourite clothes shop.
River Island outperforms competitor Topshop – double the number of Brits prefer River Island (21%) compared to just 10% for the latter.
Top 10 Most Loved High Street Stores:
H&M
River Island
Zara
jjb sports
Topshop
Warehouse
Missguided
Quiz
Mango
Stradivarius
Monki
UK’s favourite designer brands
Brits are also embracing luxury apparel. Italian brand Gucci is their name of choice - almost a third (34%) declare the label as their most wanted high fashion brand.
Italian designers, in general, are a firm favourite. Moschino, Fendi and Valentino performed well. Moschino took 9% of the vote, Valentino 7% and Fendi scored 5%.
French designer Chloé is the second most aspired to brand with 10% of shoppers claiming it is their most loved.
Despite the UK being a fashion leader, Erdem was the only British fashion label to make the list – with only 1% of consumers choosing it.
Top Ten Favourite Designer Brands:
Gucci
Chloe
Moschino
Valentino
Balenciaga
Fendi
Balmain
Self Portrait
Yeezy
Erdem
Worst trends of the decade
The Twentyteens welcomed many trends - some of which have stood the test of time and other consumers are glad to see go. Research from Love The Sales reveals a wide gender gap when it comes to en vogue items and which trends shoppers can not stand.
British women admit that PVC skirts are a look they are more than happy to say goodbye to. More than one-in-ten (13%) confirmed it was the worst fashion trend of the Twentyteens.
However, the shiny fabric favoured by the likes of reality TV stars such as Kim Kardashian, popstars like Rita Ora and models such as Ashley Graham, is a hit with British males. In fact, 94% of men do not mind the divisive trend.
Here’s what women voted the 5 worst trends of the decade:
Perspex clutch bags
PVC skirts
Balenciaga Triple S trainers
Cycling shorts
Bum bags
Top trends of the decade
The most loved trend of the past decade is the black leather biker jacket. This versatile garment is favoured by nearly one-in-five Brits (18%).
Playsuits come in a close second winner - with more than 15% of all women citing them as their preferred style trend this decade.
Whilst ripped knee jeans have fallen out of vogue - one denim piece that has emerged as a huge hit this decade is the aptly named high-waisted ‘mom’ jeans. Over one-in-ten (11%) confess the relaxed style as their favourite look of the Twentyteens. Here is the full list of top trends in the Twentyteens.
Top 5 trends of the decade:
Black leather biker jackets
Playsuits
‘Mom’ jeans
Pleated midi skirts
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Source: GingerComms Research | 2,000 UK women | November 2019
