With so many industries and individuals being impacted by Covid-19, it would be downright strange if the fashion world didn’t find itself among them. What are some of the ways the fashion industry has been hit by the Coronavirus pandemic, and how has it adapted and moved forward?
We’ll look at some of the ways it’s struggled, and other ways in which it has thrived.
No More Fashion Seasons
Alessandro Michelle, creative director of the venerable Gucci brand, has desegregated men and womenswear and done away with midseason fashion collections, reducing the number of shows per year from five to two.
It makes sense: the traditional fashion calendar requires a lot of people in order to function as normal, from journalists to seamstresses, and having a massive number of individuals in a given space many times a year just isn’t feasible for the time being. By ditching this traditional ritual, Gucci will no doubt cause a big ripple throughout the industry that may be felt for years.
Digital Storefronts Getting Even Bigger
Outlets like the Bollman Hat Company already conduct a majority of their business on digital storefronts, and it almost goes without saying that online shopping is how people are going to get the bulk of their new clothes and accessories for the time being.
With lockdowns in place all over the globe and many potential customers fearful to enter large retail spaces even in such countries where it’s allowed, many brands are going to have to pivot to digital sales if they want to remain profitable.
The days of picking through the racks with your own two hands may be over for now, but digital shopping offers the next best thing.
Sustainable Fashion Steps Forward
This trend is likely going to become bigger than ever as manpower and resources become more scarce due to Covid-19. Wastefulness and opulence are no longer going to serve the fashion world well if it wants to turn a profit, and young forward-thinking designers like Olivia Oblanc are going to be key players in making sure fashion can stay ethical and economically feasible over the coming years.
No one is sure what the future might bring, which is exactly why it makes more sense to invest in sustainable fashion than in styles that will waste needed materials and human capital.
Increased Community Engagement
The fashion industry has garnered a reputation of being aloof and disconnected from the stylistic needs of ordinary people, but with the advent of Covid-19, all of that might be about to change. Designers like Ralph Lauren, Kenneth Cole, and more are pitching in to help with relief efforts and encourage the recovery of other impacted members of the community.
It’s not out of bounds to think that this new level of connection to people in a time of crisis will lead to a more approachable, proletarian fashion aesthetic long after the pandemic has subsided.
The Rise of Greenwashing
But like all instances of mass change, not all of it is going to be good: as the demand for sustainable clothing increases, more companies are going to try and ride the wave without doing their due diligence in making sure their clothes actually help the environment.
Look no further than Billie Eilish’s questionably sustainable fashion brand she launched with H&M. Doing a bit of your own research will go a long way in making sure unscrupulous brands don’t pull the sustainable wool over your eyes.
What are some fashion trends that you think might crop up in the wake of Covid-19? Drop us a comment down below to share your voice with the community, or send us a message directly if you think there’s anything we might have missed.
