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  • How has COVID-19 transformed style decisions?
  • How has COVID-19 transformed style decisions?
    Cottonbro (2020) ©

Why every day is casual Friday in the ‘new normal’

Restrictive social distancing measures and an increase in remote working have seen the spaces for sartorial self-expression shift from public to private. In the post-pandemic era, how might people use clothing to define their identities, and what kinds of garments will they come to cherish?

Location Northern Europe / North America

“What you wear is how you present yourself to the world, especially today when human contacts go so fast,” said famed designer Miuccia Prada to The Wall Street Journal in 2007. “Fashion is instant language.” [1] In 2020, with COVID-19 having radically shifted the spaces in which we present ourselves, the way we use clothing to speak for us has changed irrevocably. Reduced purchasing is at least partly to blame as the pandemic has had global economic repercussions. Despite it being one of the biggest industries in the world, generating $2.5 trillion in annual revenues, fashion has ...



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