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We spoke with trend analyst Christine Boland, who was expecting to have to do her research for the winter forecast all over again when COVID-19 had arrived. But instead, she sees that the crisis turns out to be a true catalyst, rapidly pushing forward developments that had already started to surface in the pre-Corona era: the need to slow down, to re-evaluate the current status quo and to (re)use and renew all that already exists.
Control + ALT + Delete RESTART
Not only society and nature found a state of rest when the hamster wheel suddenly came to a halt. All of a sudden there is this space and time to remind ourselves of what is actually important. Fashion brands are taking a step back as well. Focussing on the essence, they find a deeper appreciation for all they already had. Existing methods and work procedures are being re-evaluated and the chain as a whole realizes it wants to work on wasting less resources and stop producing at the insanely high speed.
Meanwhile, the consumer focus is shifting more and more towards used clothing. The consumer-to-consumer business is one of the fastest growing branches within fashion. It will be of big importance for the mainstream shop owner and retailer to adapt their shop offer to the increasing desire to consume more sustainably. Adding older or former collection items to the offer or hosting a sales event with second hand clothing are ideas that fit well with the actual mindset.
"The reflection of all what is happening in the world right now onto fashion and design, is very strong. The language of forms and shapes, shown by fashion, is a fluid mix."
Fashion mirrors current times
The reflection of all what is happening in the world right now onto fashion and design, is very strong. The language of forms and shapes, shown by fashion, is a fluid mix. It fluidly combines ‘heritage’, which arises from the longing for safety and tradition, with the infinite possibilities that ‘digital’, futuristic and virtual reality have to offer. This tendency towards fluidity melts the past together with the future. Items with a classical, historical style get a completely new and unique identity as they merge with a modern interpretation of their classical shape, colour or material.
Strong and sweet
A strong need for safety and friendliness is being reflected in warm, cuddly and especially soft materials with sympathetic colours. Particularly in times where there is a lack of personal contact and intimacy, we are being kind to ourselves as we curl up in our ‘personal pods’ and we wrap ourselves with cuddly and protective clothing styles such as knitwear. Simultaneously, the rise of the woman and female leadership is widely present in daily news. In fashion this comes to stage by the use of materials that are sensual or even sexual, yet loving and tender, such as pleated fabrics or draped leather, showing both power and cuddliness.