Resurgence of fashion post COVID

What to expect in fashion after the dust settles

Image Credit: Fashionista

Resurgence of Colour, Post-Covid; After a grim period, people would be drawn to resurface with colour palettes and patterns that are uplifting to the senses. For example; looking back at the post world war periods, people sought utility and juxtaposed to the scenario then, colour, alongside the need to feel empowered. Hence the, padded shoulders, sequin and powersuits prevailed in that era. People will look forward to adding colors like sorbet pastels and florals in their life as opposed to the otherwise bleak atmosphere created by the COVID-19 waves.

With the upsurge of work from home; multi-functionality and utility that tap into utmost utilization of expenses is beneficial post COVID times. Hence, the invention of words like ‘work leisure’ that define the space between comfort and formalwear. Soft tailored looks that are easy to work and effortless to put together are on the rise. People look for curated pieces to know what to match with what and options to choose from.

Craft communities that are most afflicted in the fashion industry would have centerstage with people working on supporting local skills. According to a Mc Kinsey report focusing on Gen Z, demands for local and craft intensive fashion is surging. Promoting and using heritage crafts as selling points shall be on the rise.

A February 2019 McKinsey report, states that the emergence of ‘woke’ customers from Gen-Z has risen and they now account for almost 40 per cent of the global consumer. This so-called ‘woke’ generation seeks diversity, inclusivity and positivity when it comes to fashion and beauty. For example, based on a “data scrape” of more than 2,000 fashion retailers, the appearance of the word “feminist” on their online presence increased by more than five from 2016 to 2018. A fashion spread, ‘get the look’, featuring a celebrity or influencer-on-the-rise with budgeted look alike products, promoting body positivity or darker skin tones and stretch marks will encourage people to buy more since it is more relevant to them and their requisites.

A shift in buying beauty products from makeup to personal care that caters to pampering sessions including nail, hair and skincare is bound to surge considering the necessity post COVID.

Do-it-yourself trends are remarkably on the rise in the US; but one can only presume it will take a roll in other countries as well. Due to the absence of actual testing at physical stores, the use of artificial intelligence for testing like done by several beauty brands already, digital discovery, and customization will need to pick-up as concerns about safety and hygiene predominantly eliminate product testing and face to face consultations.