How the coronavirus was ubiquitous in 2020, it now looks like it will linger for a large part of the year in 2021 as well. Dressing in the time of a global pandemic has irrevocably changed the course of fashion and consumer behavior, and 2021 will not be the revolutionary year that propels fashion forward. Rather, the year will show an adaptation to the new normal, testing the chances of survival of many and sustaining them economically.
Brands think trans-seasonal
As seen on the runways of SS21, seasonal trends and designer must-haves are less relevant than the trans seasonality with which most brands come. Not just the everyday “beautiful on screen, comfy off screen” look, but rather dressing for a new way of living, working and being in the same environment.
Looking at the online sales data, it is noticeable that the tops and knits categories exceed sales of dresses, trousers and formal wear. That may seem obvious in times like this, but for brands now entering a third fashion season without presenting physical runway shows and retailers experiencing another lockdown with store closings, the question arises how brands that don’t sell these categories can transform into lifestyle-driven pieces. What if your brand is fundamentally different? Runway-worthy looks will have to make way for loungewear.
Although online sales have skyrocketed since the pandemic – large e-tailers like Farfetch are reportedly unaffected by the pandemic and luxury e-tailer MyTheresa is gearing up for a US $ 1.6 billion IPO – the average consumer remains careful and sticks to ‘failproof’ fashion. That fashion includes sweaters, leggings, knitwear, sneakers and home workout clothing, the latter of which has been transformed into a whole new category of home wellness wear.
Perhaps the biggest change in dressing for 2021 is that clothes are meant to be worn. Investing in higher quality fibers and sustainable supply chains is a greater priority for many than adhering to the limiting limits of a fashion trend.
This article was previously published on FashionUnited.COM, then translated and edited into Dutch by Ilona Fonteijn.
Source: fashionunited.nl by fashionunited.nl.
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