As COVID-19 becomes a new normal in 2020 and showing signs of continuity in 2021. Attires in the time of a worldwide pandemic has transformed the path of fashion and consumer behavior conclusively, and 2021 will not be the radical year that pushes fashion onward, as much as it about adapting to the new normal, testing the survival skills of many and staying economically afloat.
Fashion brands reflect trans-seasonal
It was seen on the SS21 catwalks, seasonal trends and designers’ must-haves are less applicable than the trans-seasonality most brands are bringing. Not just the dull ‘above the keyboard’ look and ‘comfy on the bottom,’ but rather an acceptance of dressing for a new mode of living, working and being in the identical environment.
Observing online sales data, types of tops and knits are beating dresses, trousers and formalwear. Possibly that seems understandable in times like COVID-19, but for brands steering a third fashion season without offering physical catwalk shows and clothing retailers steering through lockdown 3.0 with the third round of store closures, the question rises how do brands not selling those categories pivot to deliver lifestyle-driven pieces?
What if a brand is essentially something else? Catwalk’s excellent looks remain on hold for the predictable future.
Despite online sales booming since the COVID-19 pandemic – monoliths like FarFetch are allegedly not feeling the pinch and luxury e-tailer MyTheresa is making for a whopping $1.6 billion valuation – the average shopper remains watchful and is sticking to fail-safe fashion.
This contains sweats, leggings, knitwear, sneakers and home workout gear, the latter of which has transformed into a new category of home wellness wear.
Possibly the major shift in dressing for 2021 is that garments are meant to be worn. Investing in higher quality fibers and sustainable supply chains is for many a better importance over the warning parameters of a fashion trend.
