{"id":82424,"date":"2019-12-23T13:09:45","date_gmt":"2019-12-23T13:09:45","guid":{"rendered":"https:\/\/www.sleek-mag.com\/?p=82424"},"modified":"2019-12-23T13:18:32","modified_gmt":"2019-12-23T13:18:32","slug":"5-films-that-defined-2010s-fashion","status":"publish","type":"post","link":"https:\/\/www.sleek-mag.com\/de\/article\/5-films-that-defined-2010s-fashion\/","title":{"rendered":"5 films that defined 2010s 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luxe Gucci tracksuits and Instragram-ready straw hats and summer dresses, the cinematic looks that defined the decade\u2014By Kristen Yoonsoo 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Goes West, 2017. Neon. "}},{"acf_fc_layout":"text_area","text_area":"

The 2010s were all about burying the fashion mistakes of the 2000s: poorly cropped jeans (or worse, capris), halter tops, Juicy sweatsuits, and ill-fitting hats. Not many have come out of the \u201800s looking chic. The 2010s served as a period of sartorial recovery. Recycling the old\u2014like,<\/span> stole-from-grandma old<\/span><\/i>\u2014became cool again (and a sustainable, eco-friendly way to get dressed), athletic wear became luxurious, and the line between gendered clothing became blurred. Though this decade saw many great fashion films of eras past\u2014lush period pieces with extravagant gowns\u2014there were just as many present-day films that captured burgeoning, hip styles of the new generation. Below is a small selection of films that feel both very current and, well, vintage\u2014a big trend of the 2010s.<\/span><\/p>\n

Personal Shopper <\/i><\/b>(Olivier Assayas, 2016)<\/b><\/h2>\n"},{"acf_fc_layout":"images","gallery":[{"ID":82425,"id":82425,"title":"IMG_4658-feature-1600x900-c-default","filename":"IMG_4658-feature-1600x900-c-default.jpg","filesize":267625,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/IMG_4658-feature-1600x900-c-default.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/5-films-that-defined-2010s-fashion\/img_4658-feature-1600x900-c-default\/","alt":"","author":"1","description":"","caption":"","name":"img_4658-feature-1600x900-c-default","status":"inherit","uploaded_to":82424,"date":"2019-12-23 12:44:34","modified":"2019-12-23 12:44:34","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1600,"height":900,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/IMG_4658-feature-1600x900-c-default.jpg","thumbnail-width":128,"thumbnail-height":72,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/IMG_4658-feature-1600x900-c-default.jpg","medium-width":1600,"medium-height":900,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/IMG_4658-feature-1600x900-c-default.jpg","medium_large-width":1600,"medium_large-height":900,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/IMG_4658-feature-1600x900-c-default.jpg","large-width":1600,"large-height":900,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/IMG_4658-feature-1600x900-c-default.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/IMG_4658-feature-1600x900-c-default.jpg","2048x2048-width":1600,"2048x2048-height":900,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/IMG_4658-feature-1600x900-c-default.jpg","trp-custom-language-flag-width":18,"trp-custom-language-flag-height":10,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/IMG_4658-feature-1600x900-c-default.jpg","wpvr_mobile-width":1600,"wpvr_mobile-height":900}}],"settings":{"fit_width":"6","caption":"Personal Shopper, 2016. The Searchers. "}},{"acf_fc_layout":"text_area","text_area":"

The Cannes Film Festival premiere of the French auteur Olivier Assayas\u2019s 2016 film <\/span>Personal Shopper<\/span><\/i> coincided with its lead, Kristen Stewart, having a huge fashion moment: she was breaking red carpet rules and pulling off rebellious cool effortlessly. Pairing couture dresses with tattered sneakers\u2014<\/span>gasp<\/span><\/i>\u2014Kristen Stewart was doing the whole high-and-lowbrow thing better than anyone. After a brief post-<\/span>Twilight<\/span><\/i> period of K Stew hate (for reasons such as: she\u2019s awkward, ungrateful, bad at acting, blah blah), she fell back into the good graces of her fans while also solidifying her place as a fashion darling (she\u2019s a Chanel girl, after all). In this strange film that plays out like a 21st century text message-fueled ghost story, Stewart plays Maureen, the titular personal shopper to a celebrity. She spends most of her days lugging around bags full of designer goods on her motorcycle, dressed raggedy\u2014but also impossibly chic because it\u2019s, you know, K Stew. While possibly being stalked by the ghost of her dead brother, she also experiences a bizarre sexual liberation from secretly trying on her boss\u2019s fancy clothes\u2014clothes far from her own style. Mixed with her own, humble wardrobe, Maureen embodies the high and low, as well as feminine and masculine styles.<\/span><\/p>\n

Queen & Slim <\/i><\/b>(Melina Matsoukas, 2019)<\/b><\/h2>\n"},{"acf_fc_layout":"images","gallery":[{"ID":82429,"id":82429,"title":"8v40_ca_d005_0239_f2-h_2019","filename":"8v40_ca_d005_0239_f2-h_2019.jpg","filesize":101512,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/8v40_ca_d005_0239_f2-h_2019.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/5-films-that-defined-2010s-fashion\/8v40_ca_d005_0239_f2-h_2019\/","alt":"","author":"1","description":"","caption":"","name":"8v40_ca_d005_0239_f2-h_2019","status":"inherit","uploaded_to":82424,"date":"2019-12-23 12:54:49","modified":"2019-12-23 12:54:49","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":928,"height":523,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/8v40_ca_d005_0239_f2-h_2019.jpg","thumbnail-width":128,"thumbnail-height":72,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/8v40_ca_d005_0239_f2-h_2019.jpg","medium-width":928,"medium-height":523,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/8v40_ca_d005_0239_f2-h_2019.jpg","medium_large-width":928,"medium_large-height":523,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/8v40_ca_d005_0239_f2-h_2019.jpg","large-width":928,"large-height":523,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/8v40_ca_d005_0239_f2-h_2019.jpg","1536x1536-width":928,"1536x1536-height":523,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/8v40_ca_d005_0239_f2-h_2019.jpg","2048x2048-width":928,"2048x2048-height":523,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/8v40_ca_d005_0239_f2-h_2019.jpg","trp-custom-language-flag-width":18,"trp-custom-language-flag-height":10,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/8v40_ca_d005_0239_f2-h_2019.jpg","wpvr_mobile-width":928,"wpvr_mobile-height":523}}],"settings":{"fit_width":"6","caption":"Queen & Slim, 2019. Universal Pictures. "}},{"acf_fc_layout":"text_area","text_area":"

I know, I know, we promised to leave Juicy sweatsuits in the past, but this new decade introduced a new line of elevated tracksuits, and <\/span>Queen & Slim<\/span><\/i>\u2019s Daniel Kaluuya wears his red velvet set with enviable suaveness. First-time feature director Melina Matsoukas had helmed music videos for the likes of Beyonc\u00e9 and Rihanna, so she understands the importance of a head-turning, runway-worthy moment, even in dire situations. The film starts with a first date gone horribly wrong, and Queen (Jodie Turner-Smith) and Slim (Kaluuya) find themselves on the run from the authorities after one racially charged confrontation with a white cop. Fugitives, of course, require makeovers, and while Queen\u2019s first look was also very good (her camel-colored suede jacket is to die for), her all-white fit quickly gets soiled from a bullet wound. She changes into a zebra-print slip and snakeskin boots, perfecting pattern-mixing without a sweat. Slim\u2019s tracksuit comes from the closet of Queen\u2019s uncle, who spends his screen time in a slick Gucci one of his own.<\/span><\/p>\n

The Love Witch <\/i><\/b>(Anna Biller, 2016)<\/b><\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":82426,"id":82426,"title":"love_witch_01-2","filename":"love_witch_01-2.jpg","filesize":273745,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/love_witch_01-2.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/5-films-that-defined-2010s-fashion\/love_witch_01-2\/","alt":"","author":"1","description":"","caption":"","name":"love_witch_01-2","status":"inherit","uploaded_to":82424,"date":"2019-12-23 12:53:24","modified":"2019-12-23 12:53:24","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1800,"height":1157,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/love_witch_01-2.jpg","thumbnail-width":128,"thumbnail-height":82,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/love_witch_01-2.jpg","medium-width":1800,"medium-height":1157,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/love_witch_01-2.jpg","medium_large-width":1800,"medium_large-height":1157,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/love_witch_01-2.jpg","large-width":1800,"large-height":1157,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/love_witch_01-2.jpg","1536x1536-width":1536,"1536x1536-height":987,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/love_witch_01-2.jpg","2048x2048-width":1800,"2048x2048-height":1157,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/love_witch_01-2.jpg","trp-custom-language-flag-width":18,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/love_witch_01-2.jpg","wpvr_mobile-width":1800,"wpvr_mobile-height":1157}}],"settings":{"fit_width":"6","caption":"The Love Witch, 2016. Oscilloscope Laboratories. "}},{"acf_fc_layout":"text_area","text_area":"

The beauty of Anna Biller\u2019s dark comedy is that it looks and plays so much like a \u201960s or \u201970s sexploitation film, and just when you think it\u2019s a period piece, someone whips out a smartphone or a modern car drives by, totally, hilariously breaking the illusion. So there\u2019s only one explanation for its witchy protagonist\u2019s groovy ensembles: she\u2019s a total vintage nut. And being a vintage vixen feels very much of the time. Samantha Robinson\u2019s Elaine is a silver-screen Lana Del Rey (not only is the resemblance striking but they both idolize the past). Elaine plays a beautiful woman with sorcery powers who seduces men then kills them\u2014all while wearing haunted babydoll ruffles, swinging mid-century dresses, bewitching pendants, and the most striking teal eyeshadow. Biller, a Renaissance woman of a filmmaker, not only wrote, directed, and edited <\/span>The Love Witch<\/span><\/i>, but also crafted the sets and costumes herself. That means these looks are one of a kind, making them even more covetable.
\n<\/span><\/p>\n

Uncut Gems <\/i><\/b>(Josh and Benny Safdie, 2019)<\/b><\/h2>\n"},{"acf_fc_layout":"images","gallery":[{"ID":82428,"id":82428,"title":"Brody-UncutGems-1","filename":"Brody-UncutGems-1.jpg","filesize":491912,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/Brody-UncutGems-1.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/5-films-that-defined-2010s-fashion\/brody-uncutgems-1\/","alt":"","author":"1","description":"","caption":"","name":"brody-uncutgems-1","status":"inherit","uploaded_to":82424,"date":"2019-12-23 12:53:55","modified":"2019-12-23 12:53:55","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1920,"height":1327,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/Brody-UncutGems-1.jpg","thumbnail-width":128,"thumbnail-height":88,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/Brody-UncutGems-1.jpg","medium-width":1920,"medium-height":1327,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/Brody-UncutGems-1.jpg","medium_large-width":1920,"medium_large-height":1327,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/Brody-UncutGems-1.jpg","large-width":1920,"large-height":1327,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/Brody-UncutGems-1.jpg","1536x1536-width":1536,"1536x1536-height":1062,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/Brody-UncutGems-1.jpg","2048x2048-width":1920,"2048x2048-height":1327,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/Brody-UncutGems-1.jpg","trp-custom-language-flag-width":18,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/Brody-UncutGems-1.jpg","wpvr_mobile-width":1920,"wpvr_mobile-height":1327}}],"settings":{"fit_width":"6","caption":"Uncut Gems, 2019. A24. "}},{"acf_fc_layout":"text_area","text_area":"

Though released in 2019, <\/span>Uncut Gems<\/span><\/i> takes place in 2012, and aside from the now brick-looking iPhone of a few years past, the film is strangely hard to place timeline-wise. Adam Sandler\u2019s Howard \u201cHowie\u201d Ratner, is a jeweler working in Manhattan\u2019s Diamond District, and the uniform feels both very <\/span>The Sopranos<\/span><\/i> and whatever is the coolest new trend seen on the streets of SoHo. He\u2019s clearly been dressing like this\u2014polos and leather jackets\u2014since he started out in the gem game, and he\u2019s also inadvertently become the style icon of nostalgia-chasing Gen Z-ers. Howie flaunts designer brands in an almost gauche way\u2014with shiny Ferragamo buckles and transition Cartier glasses\u2014which feels very in tune with how kids these days are wearing oversized monograms. <\/span><\/p>\n

Ingrid Goes West <\/i><\/b>(Matt Spicer, 2017)<\/b><\/h2>\n"},{"acf_fc_layout":"images","gallery":[{"ID":82430,"id":82430,"title":"MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_","filename":"MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","filesize":354416,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/5-films-that-defined-2010s-fashion\/mv5bzdzhmmy4otatnjnhns00odzhlwi4zdktnjrjmte2otbjngqwxkeyxkfqcgdeqxvynjkxmzgzodu-_v1_\/","alt":"","author":"1","description":"","caption":"","name":"mv5bzdzhmmy4otatnjnhns00odzhlwi4zdktnjrjmte2otbjngqwxkeyxkfqcgdeqxvynjkxmzgzodu-_v1_","status":"inherit","uploaded_to":82424,"date":"2019-12-23 12:57:45","modified":"2019-12-23 12:57:45","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1000,"height":563,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","thumbnail-width":128,"thumbnail-height":72,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","medium-width":1000,"medium-height":563,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","medium_large-width":1000,"medium_large-height":563,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","large-width":1000,"large-height":563,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","1536x1536-width":1000,"1536x1536-height":563,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","2048x2048-width":1000,"2048x2048-height":563,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","trp-custom-language-flag-width":18,"trp-custom-language-flag-height":10,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/12\/MV5BZDZhMmY4OTAtNjNhNS00ODZhLWI4ZDktNjRjMTE2OTBjNGQwXkEyXkFqcGdeQXVyNjkxMzgzODU@._V1_.jpg","wpvr_mobile-width":1000,"wpvr_mobile-height":563}}],"settings":{"fit_width":"6","caption":"Ingrid Goes West, 2017. Neon. "}},{"acf_fc_layout":"text_area","text_area":"

I shudder to say it but <\/span>Ingrid Goes West<\/span><\/i>, a kind of <\/span>Single White Female<\/span><\/i> with a social media twist, is definitive of this decade\u2019s fashion because the clothes in it are so…Instagrammable. That\u2019s basically what draws the unhinged Ingrid (Aubrey Plaza) to Taylor (Elizabeth Olsen), your typical L.A.-residing Instagram influencer who leans heavily into that mid-2010s boho chic trend. In <\/span>SWF<\/span><\/i> fashion, Ingrid starts emulating Taylor\u2019s style\u2014straw hats and cute sunglasses\u2014and they quickly become BFFs in the most shallow sense. And what do social media-obsessed BFFs do? They go to the very \u201cInstagrammable\u201d Joshua Tree for fit pics, of course\u2014just make sure to take photos from a low angle. <\/span><\/p>\n"}]},"yoast_head":"\n5 films that defined 2010s fashion 5 films that defined 2010s fashion<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sleek-mag.com\/de\/article\/5-films-that-defined-2010s-fashion\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 films that defined 2010s fashion 5 films that defined 2010s fashion\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sleek-mag.com\/de\/article\/5-films-that-defined-2010s-fashion\/\" \/>\n<meta property=\"og:site_name\" content=\"Sleek Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sleekmag\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-23T13:09:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-12-23T13:18:32+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:site\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kristen Yoonsoo Kim\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.sleek-mag.com\/#website\",\"url\":\"https:\/\/www.sleek-mag.com\/\",\"name\":\"Sleek Magazine\",\"description\":\"Sleek is Germany\u2019s leading independent media house\/brand for creativity and innovation located in Berlin the creative capital of the world. 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