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Fashion moves in home and online

Updated: Aug 28, 2020

Covid-19 moves consumers towards comfy clothing and more sustainable practices

If you’ve been tempted by any of the recent many eDMs, discount codes and other online shopping specials from your favourite fashion brands, you’ll be no stranger to some of the surface level, consumer-facing changes we’ve been seeing. ‘Loungewear edit’, ‘stay home’, ‘work from home’ collections/edits and the likes have become common place on many fashion websites since we began isolating.

Source: @braden.wise Instagram

We are also seeing ‘quarantine merch’, face masks and other isolation-related fashion trends increasing.

With brands producing ‘quarantine merch’ for a multitude of reasons. Some of the clothing is an homage to this time some is focusing on humour in light of the situation, and a lot of it is sold to raise funds for COVID-19 vaccines or relief.

Beyond what's (worn) on the outside, there are significant changes occurring behind the scenes of the fashion world as production has to pivot like the rest of the world.

Source: @braden.wise Instagram

Consumer change to demand greater sustainability and transparency from apparel production has been increasing year on year. During the current crisis we are seeing major changes in the production line as factories close, orders are delayed and global sales decrease. With much of global fashion production based in countries such as Bangladesh, India and Indonesia we are seeing garment workers facing destitution and poor health if they remain working within their typical conditions. These knock on effects have been highlighted as a result of the pandemic

Whilst already gaining traction, this has further spurred on some brands to pursue methods that are more agile and environmentally conscious. There are calls for solutions such as pre-ordering which allows brands to ensure they only produce products that have already been sold, reducing dead stock. Hyper realistic digital models and clothing samples are also gaining interest also holding the potential to have a similarly sustainable impact. Companies such as The Fabricant have already shown some impressive results as they create lifelike virtual fashion shows during COVID-19.

Source: Vogue Italia Instagram

Online shopping still requires fashion photography. Parcels are being delivered to models for at home photoshoots with socially distanced tips and styling for models. Recently publications like Vogue, GQ and Marie Claire have opened up about how they are adapting to these new methods, with mega stars like Bella Hadid doing her own hair and make up and little assistance in the process as she worked over Face-time. Othe brands are casually referencing the new world in their online imagery, as captured below.

Source: Paloma Wool

Kitch Catterall


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