In the autumn of 2024, an obscure numeric phrase began spreading across fashion forums and Twitter threads: 24 10 10. Paired with the evocative handle “SheLovesBlack” and the name Beverly Hillson, it soon became the title of one of the most talked-about short documentaries released by BBC Three. But what exactly is SheLovesBlack 24 10 10? And why did Beverly Hillson, a former costume designer turned digital archivist, capture the attention of millions?
This long-read article unpacks the origin, meaning, and lasting influence of the Beverly Hillson BBC feature, exploring how three simple numbers and a love for black clothing sparked a global conversation about grief, identity, and sustainable fashion.
Unlike guilt-driven environmental messaging, the 24-item wardrobe feels empowering. Hillson owns fewer pieces but takes obsessive care of them—mending, dyeing, swapping buttons.
Though the 2010 event faded into obscurity, the SheLovesBlack philosophy resurfaced in the late 2010s. Monochrome dressing became the uniform of the "dark academia," "clean girl," and "old money" trends on TikTok. However, credit was rarely given to the anonymous Beverly Hills stylist who demanded silence, shadow, and texture over brand names.
In 2022, a vintage reseller on Depop unearthed a handwritten zine titled "SheLovesBlack: 24 Rules for Wearing Nothing" — date-stamped October 24, 2010. The zine sold for $640. Inside, rule number 12 reads: "The BBC asked us why only black. We answered: Because the world is loud enough. She loves black because black loves back."
That is the closest we will ever get to a conclusion.
With the average woman making over 200 clothing decisions per week, Hillson’s 10-minute rule and 10 formulas drastically reduce cognitive load.
Fashion critics and psychologists offered several explanations for the phenomenon: