In our latest Sector Snapshot of Fashion and Style, we look at the behaviours and innovations impacting the sector over the past six months.
How are people thrifting to find looks that last? Why are fashion's historic elitism and exclusivity losing their allure? How has the pandemic turned getting dressed into a form of self-care? And in what ways are people expecting brands to act for social good?
With few occasions to dress up for, and with comfort a top priority for many, our relationship with fashion has undergone a transformation since the onset of COVID-19. So what are the key behaviours impacting how we dress, what brands we're loyal to, and how we use clothes to express our identity?
In our Fashion and Style Sector Snapshot, we identify and explore four key themes playing out in the sector, why they matter, and what they mean for brands. We also speak to Jordan Anderson, editor-at-large at NSS Magazine and online editor at Twin Magazine, to get his take on the behaviours we’re tracking and help us understand how they could evolve.
Here's a sneak peek at one of those themes:
People are hunting for looks that will last
Where once seasonality and new trends governed people’s relationship with fashion, the combination of increased money worries, rising climate concerns, and a lot of cancelled social occasions due to lockdowns means people are swapping fast fashion for longevity, with a focus on thrifting, upcycling, and sustainable staples.
'Display Copy' magazine makes upcycled fashion desirable
Mike Von (2018) ©
In place of newness for newness’ sake, people are valuing the history of clothing more – whether that’s a cherished item from their “personal archive,” a unique piece of vintage clothing, or an affordable digital find.
“The new status symbols are old things. Getting something vintage can be much more exciting, credible, and ethical than just going out and buying a brand-new item,” says Emma Hope Allwood, former head of fashion at Dazed Digital.
Digital thrifting on resale platforms such as ThredUP and Depop also soared in popularity during lockdowns as people looked for their fashion fix online, with vintage menswear growing alongside womenswear. Influencers like @theballeronabudget are providing followers with tips around thrifting and low budgets, and digging out treasures from their own collections, while fashion magazine Display Copy doesn’t feature any new items.
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02 Mar 21
3 min read