What’s ‘in’ for the future.
The fashion industry has been hit hard by the pandemic. And the reality is anything but glamourous. Models have no work, because there are no fashion shoots. There are no fashion shows, no campaigns, no advertising and that means photographers, make-up artists, and all the fashion world is out of work and will be for some time.
That said, there has been high online demand for products and clothing items that people associate with comfort. While sales of spa and beauty products went up because we were all lounging around in our leggings or tracksuits with no need to put on a new cocktail dresses for our Zoom girls’ night in. And these current comfort-buying trends aren’t going away anytime soon. There’s also a been a rise in demand for cashmere, pyjamas, slippers and a lot of streetwear.
However, now that things are slowly beginning to return to normal, people are starting to dress up when they go out. Could there be frenzied responses like when China reopened, Hermès had the biggest day of sales in its history in one store in Guangzho? Who knows. But many fashion insiders believe there is ‘no season’ right now with no new specific trends. Some fashion houses are even putting out old campaigns. Like this one The New York Times reprinted a few weeks ago. It’s a Louis Vuitton ad shot in Tibet back in 1998, featuring children wearing monogrammed backpacks and astronaut helmets that looked strangely pandemic-friendly and perfectly relevant.