The Future of Fashion After The Pandemic: The End of The Hype?

As the world is facing a dramatic crisis, we at Social Unseen are looking at how this unfolding situation is impacting the fashion industry, leaving fashion businesses exposed to the most difficult circumstances. Retailers have shut down their doors around the world and are encouraging people to support them online instead.

 The reality is that in a tough situation, where we are all forced to stay home, some of us have seen their salaries being cut forcing them to reduce their expenses and focus more on necessities, a choice that would have a critical damage on the fashion industry, where clothes would more feel like a long-term fantasy.

 It didn’t take long for fashion houses to start supporting governments by providing their help in a critical medical emergency and give their support by mobilising their factories and studios to produce sanitisers, masks and gowns. Other big players in the industry have launched funds to help fighting the disease or to economically sustain young creatives.

 The question is, moving forward, are we going to return to a high consumerism in which we unconsciously buy clothes to satisfy a social-belonging status, or are we going to be more aware of real-life necessities where the new normal would be sustainable?

While Fashion Weeks are being cancelled around the world, designers are now thinking of creative ways to present the collections they have been working on – Maybe it’s the end of those weekly calendars, where models run from a continent to another for a ten-minute catwalk.  What we certainly believe, is that fashion would probably drive into a radical change, where every part of the retail strategy would focus on authenticity and creativity with no rules, no schedules and more freedom.

Fashion After Covid

Image: Marine Serre @Pinterest

Image: Marine Serre @Pinterest

As we are going through this crisis, the word luxury would certainly have another meaning. Instead of being this great sense of unneeded and not essential comfort it would probably have a connotation of gratitude, in which people would be thankful to appreciate that gift they offered to themselves, in other words, people would probably consume less and focus more on collectivism instead of being individualists.

 Fashion houses have been talking about sustainability for years, used as a marketing tool or as an authentic approach for others, it is now the right time to take real actions about slowing down the process of the circular production, that will consequently impact trends, and consumerism in general.

Giving the hard moments we are facing, we strongly believe that fashion plays a big role in shifting into a better future where authenticity comes at first and where it would drive people in being grateful and re-appreciate luxury again.

By Ines Aktouf.

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