Step 1: Track what folding along the {same diagonal does.}
Let the square be $ABCD$ with side $s$ and diagonal $AC$.
- After the first fold along $AC$, the outline becomes an isosceles right triangle with legs along $AB$ and $AD$ of length $s$.
- Folding again along the {same} diagonal $AC$ superposes the previous triangle onto itself; the right-angle corner now lies at the midpoints of $AB$ and $AD$. Hence the visible legs become {half} of $s$, i.e., $s/2$.
- A third fold along $AC$ only increases thickness; the outline (and leg lengths) remain $s/2$.
Step 2: Use the given equal side of the final triangle.
The equal sides of the final isosceles right triangle are $10$ cm, so
\[
\frac{s}{2}=10 \;\Rightarrow\; s=20\ \text{cm}.
\]
Step 3: Area of the original square.
\[
\text{Area}=s^{2}=20^{2}=\boxed{400\ \text{sq.\ cm}}.
\]