From virtual sharing groups to designer rental schemes, the appetite for clothes swapping and sharing has increased in the pandemic. Heightened sustainable concerns paired with tightened purse strings means young, tech-savvy Britons are driving the growth of second-hand and peer-to-peer retail.

Sustainable shopping often feels rewarding - and the emotion can be a great pick-me-up. A study has revealed that using green products gives people a warm ‘glow’ of enjoyment, revealing an emotional dimension to eco-friendly shopping which proves that it really does feel good to go green.

How can clothing convey status but not wealth? How can heritage brands excel in an era of less brand loyalty? And how is political polarisation impacting style? In this part of the 2021 Expert Outlook, we speak to three experts about how people are redefining the role fashion plays in identity.

Global ‘buy now, pay later’ platform Klarna has launched Livestyle, a digital fashion show experience that blends live entertainment and social shopping. As young shoppers seek out new and more sustainable ways to engage with fashion, etailtainment could be the future of e-commerce.