The Casualization of Fashion - fashion post lockdown
Updated: Dec 1, 2020
With the closure of clothing stores, the redevelopment of fashion industries for the production of sanitary garments and the cancellation of many events, everyone is asking the same question: What does the future hold for the fashion industry?
The arrival of the Pamdemic has profoundly changed the purchasing trends of entire sectors and fashion is certainly one of them.
In the clothing sector, in addition to recording a significant decline in sales, changes in people's needs must be faced.
In other words, in the fashion sector the pandemic has affected not only the sales volumes but also it had to face the changing demands of consumers.
The fashion industry, of which excesses and inconsistencies were noted by many, it is now forced to evolve itself to resist to the economic crisis; First of all, if it wants to overcome the greatest economic crisis since the Second World War, it must take into account the changes brought by the rise of purchases aimed at practicality. Smart Working and the pressing limitations of mobility in general have made it possible for office clothing to give way to much more practical and less sophisticated clothing: this is how we speak of "Casualization of fashion".
But in reality, the adoption of more casual clothing was a trend that had already started earlier and that the spread of COVID-19 has strengthened and consolidated.
We are thus witnessing a very strong growth in luxury streetwear that allows us to be fashionable without sacrificing comfort. Even the biggest high fashion houses like Gucci, Louis Vuitton and Dior are heading towards this style to resist the crisis.
According to the director of the Fashion Institute of Manhattan Valerie Steele, there could also be another motivation for this change that goes beyond the renewed preferences of the consumer: one might want to communicate strength after a period of crisis and this historically means addressing oneself towards resistant materials, more structured silhouettes, belts and leather jackets for example.
In this period, particular attention would be paid above all the trans-seasonal items or the creation of a limited number of styles capable of enhancing simplicity by creating a wardrobe less dependent on the period. Aiming for products less subject to obsolescence would also have a positive impact in terms of sustainability, a value that the fashion industry is progressively pursuing with greater conviction.
The pandemic crisis and in particular the strict rules of social distancing are pushing brands to also engage in experimenting with immersive technologies in order to provide the customer with something that resembles the physical experience that was previously appreciated. For this trend, in addition to the affirmation of virtual clothing, the creation of events such as the Milan Digital Fashion Week, which through the digital platform presented the collections for the spring-summer 2021 season.
The success of the initiative is a positive sign as regards the discovery of new languages and alternative interactions between brands.
Maguire, L. (2020). Streetwear was declared dead. It’s still here. [online] Vogue Business. Available at: https://www.voguebusiness.com/fashion/streetwear-was-declared-dead-its-still-here?utm_source=Candidates&utm_campaign=fa26703a96-%20Talent_Newsletter_06_09_2020__COPY_01&utm_medium=email&utm_term=0_fae3d2f8c5-fa26703a96-57972195