Between Y2K and Quiet Luxury: Why real style is timeless

A look at fashion from 2000 to today

Fashion is more than clothing. It tells stories of upheaval, crisis, breakthroughs, and hope. Since the turn of the millennium, the fashion world has experienced enormous changes – from the glitz and glamour of the 2000s to the rise of streetwear and social media in the 2010s to new forms of luxury and expression in the 2020s.

But one thing has been a recurring theme over the past 25 years: the growing desire for quality, consistency, and a more conscious approach to fashion. Sometimes quieter, sometimes louder, but always noticeable. And so, as in all the centuries before it, fashion remains a mirror in which we can recognize the society and culture of the time.     

The 2000s: From glitter dreams to the desire for naturalness

The early 2000s were dominated by Y2K fashion—an aesthetic influenced by both the major catwalks (such as Tom Ford at Gucci) and pop culture style icons. While Ford set the tone for high fashion with clean lines, sharp silhouettes, and glamorous sex appeal, stars like Britney Spears and Paris Hilton paved the way for the rise of McBling. Rhinestone-studded tops, visible logos, and the legendary Juicy Couture velour suits became the epitome of a loud, dazzling youth culture.
But there was also a countermovement. The boho look, with flowing dresses, natural materials, and vintage elements, represented a longing for individuality and naturalness.       
British designer Stella McCartney has been considered an icon of a new understanding of luxury since the early 2000s. She was an early adopter of leather- and fur-free collections, experimented with alternative materials, and combined luxury with a stronger sense of ecological and social responsibility. However, her approach didn't gain greater social resonance until 2010.

The 2010s: Social media, diversity – and a growing sustainability debate

In the 2010s, social media radically transformed the fashion industry. Platforms like Facebook, Instagram, and YouTube became the new stage – trends spread in seconds, and bloggers and influencers replaced the traditional fashion elite as trendsetters. Athleisure made leggings and hoodies suitable for everyday wear, streetwear conquered luxury fashion, and gender-fluid fashion challenged traditional gender boundaries.
At the same time, sustainability became a key social issue. More and more consumers questioned supply chains, working conditions, and the price of fast fashion. Documentaries like The True Cost (2015) highlighted the extent of this. With Fridays for Future, which began in 2018, the issue gained additional momentum. Sustainability was no longer a quiet niche voice, but part of the public debate.

The 2020s: Pandemic, Slow Living and a New Sense of Responsibility

The 2020s began with a global turning point: The pandemic turned our lives—and with it fashion—upside down. Loungewear became the new standard, and comfort became more important than status symbols. The pandemic also changed the way we view clothing. Those who were at home no longer needed outfits that outwardly displayed status or belonging. Representation took a back seat—instead, comfort, familiarity, and well-being mattered.        
The discussions surrounding sustainability, which had already gained momentum in the 2010s, are becoming even more visible this decade. The climate crisis, supply chain issues, and social movements have brought the issue of responsibility into greater focus – even though the mass market is still dominated by fast fashion.

At the same time, new styles are shaping the picture:

• Quiet Luxury – timeless, high-quality pieces, understated and durable, without logos, but with genuine quality. A trend that connects well with a more conscious approach to fashion.
• Dopamine dressing & maximalism – bright colors, bold layering, and the desire to reveal joy after years of deprivation. Expressive and full of joie de vivre.

The 2020s are characterized by contradictions: on the one hand, crisis and uncertainty, on the other, new forms of expression and a clearer sense of responsibility.

The journey from the 2000s to the present day demonstrates how strongly fashion is shaped by crises, culture, and society. Trends change, forms of expression evolve – but one thing has been a recurring theme throughout the past decades: a growing sense of responsibility. Younger generations in particular have driven this development and ensured that questions about the origin, value, and meaning of clothing have become more vocal.    
A growing community today is no longer just interested in quick trends, but in clothing that brings joy, can be worn for a long time and is created with respect for people and nature.  
In one of our next blog articles, we will therefore take a closer look at concepts such as slow fashion, second-hand, or rental and circular economy concepts – approaches that show how diverse this change is.

True style isn't born from rapid change, but from an awareness of what remains. And we want to continue on this path with you.

Author: Bettina