FeatureCOVID-19 Information and advice
FashionThe future of fashion
The fashion world and retail industries have taken a major hit, impacting consumer behaviour, product demand and all aspects of the retail environment.
With the pandemic shaping up to be the biggest driver of change, here are a few fashion trends that are set to gain momentum in a post COVID-19 world.
A focus on sustainability
Consumers have increasingly become more environmentally conscious over the years and brands are taking notice.
This growth in the sustainable fashion movement means that consumers are spending more time thinking about what they are purchasing, where it comes from and what it is made of. Brands are now being held accountable for how they are producing their clothing and embracing more environmentally friendly products and methods of production.
With brands like FREITAG embracing sustainable production from the outset, FREITAG has been making products from recycled materials since the brand was formed in 1993. Born out of necessity, the brand was created by graphic design duo, and brothers Markus and Daniel Freitag, who were both looking for a functional, water-repellent, and robust bug to hold their creative works. It was at this time that the FREITAG bags started to take shape, and they developed a messenger bag that was created from used truck tarpaulins, discarded bicycle inner tubes and car seat belts.
More than 20 years on FREITAG are still dedicated to producing sustainable product, even developing a new material made from entirely local materials that is completely compostable.
And with the impacts of climate change being felt around the globe, the sustainability movement will be further accelerated due to the Coronavirus pandemic bringing sustainability to the fore. It has allowed humanity to see the fragility in life and the need to create a healthy and happy environment for future generations to come.
Runways will change forever
In the wake of the pandemic, brands are going digital by inviting regular front row faces to attend digital runways and watch via livestreams.
In addition to the way that we are shown new collections digitally, another change that will accelerate is the growth of brands switching to a shoppable runway. Rather than showing collections that we will not be able to shop for months to come, brands are unveiling runway collections that can be purchased on the spot, or from the comfort of your living room.
As a result, many brands are ditching seasonal runways altogether. Rather than releasing a collection at least four times a year, brands are opting to showcase collections twice a year and feature trans-seasonal pieces, as opposed to seasonal runways, in a bid to reduce waste and optimise the consumer buying cycle.
Affordable luxury brands like Maje produce clothing that is available to purchase as soon as you lay your eyes on it. Their ready-to-wear collection is designed to follow a woman through a day of different moments; whether that be a full day in the office or an evening occasion – when you are wearing a piece from Maje, the transition should be seamless.
When this is all over, there will be a desire to dress up
Whilst we have all embraced a slightly more relaxed wardrobe during our time at home, it is predicted that we will emerge with a newfound desire to dress up with all the bells and whistles.
With everything happening in the world, fashion trends have slowed down and we have migrated back to basics, although if previous global crises are anything to go by there will be a resurgence in fashion movements as a result, dressing to impress included.
Taking your outfit to the next level is as simple as teaming a fitted blazer with a pocket square from DÉCLIC, pairing it with your favourite tie for a more formal occasion, or simply wearing it without a tie for a more relaxed, yet sharp look.
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