Firstly, welcome to my birthday weekend. And with that out the way, a question. As the first Digital London Fashion Week opens its online doors, how will the fashion industry look, post Covid-19?
The pandemic has left the fashion industry reeling. As a consequence, LFW is digital and gender neutral for the first time. Small businesses have been pushed to the brink of survival, whilst consumers are examining their relationship with their clothes. And whether said relationship should change. Will we – should we – still shop? Will independent brands survive? What about influencers? And will everything that’s happened finally mean that sustainability gets taken seriously?
WILL WE STILL SHOP?
Absolutely. But how we shop will likely change. The new fashion landscape will be challenging, but as consumers we have the chance to help rebuild it into something carefully contemplated and of more substance.
BUY LESS, BUT BETTER
We’ve been forced to pause, causing many to experience an ‘I’ve got way too much stuff in the wardrobe’ epiphany. A seemingly unstoppable, escalating cycle of newness has been the norm for too long. Could this be the start of a more conscious fashion era?
POSITIVITY
It’s been inspiring to see so many fashion brands unite behind worthy causes during the crisis. Consumers will be more likely than ever to demand that their favourite brands ‘stand for something’ – and shun those that don’t. We need to contemplate where our clothes come from and who made them, contemplated equally to the priority that we give to shapes and styles.
FASHION WITH A POINT OF VIEW
Middle of the road won’t cut it. With so much competition for our money, it will be the brands that offer something different (whether original design or a refreshing brand ethos) that will thrive.
WILL INDEPENDENT BRANDS SURVIVE?
There’s no denying – the current crisis has hit the fashion industry hard. High-street giants and luxury behemoths aren’t immune, but for independent designers – many of whom rely on wholesale orders that have been cancelled – this is a terrifying moment.
IS THIS THE END OF FASHION WEEK?
In normal circumstances, we’d be gearing up for June’s London Fashion Week Men’s shows right now. But this year, we can’t have a physical event. We don’t know when we’ll be out of lockdown and, even once we are, people may not want to rush back to large-scale events. On top of that, many designers can’t get access to samples, mills are closed and design studios are empty.
TIKTOK
The teens’ favourite video app has come into its own, with people passing time perfecting Drake dance routines and recreating their favourite scenes from Friends. Its appeal? TikTok is not about being ‘perfect’, it’s about having fun. Expect to see brands tap into its potential, hoping to woo a younger (or not) audience.
Anyway, onto this week’s issue, and we check out the new PRIDE collection, Fashion Face Masks and why we must all stop being snobby about Primark.
