A minor pleomorphic creature of 80–220 nm in size restricted the whole human race to their households when the entire world was rushing at a very high speed with the advancements in science and technology. Human were unable to meet or interact physically with others and has to maintain social distancing due to the threat of an indistinguishable viral disease named Corona virus/ Covid-19. The disease emerging from city of Wuhan, quickly transferred to the other countries and ceased all activities across the globe with a complete closure of public places, educational institutions and industries due to unavailability of vaccine and high mortality rate.
Fashion is regarded as the essence of life. In the scenario of corona virus, the Fashion Industry has undergone the same crisis of sudden closure and freezing of activities like the rest of the areas of life. Similarly, lockdown and work from home concentrated the prerequisite of getting dressed up among the masses. Consequently, the average market capitalization of clothing, fashion and luxury companies threw down almost 40% between the start of January and March 24th, 2020 according to the BOF’s The State of Fashion 2020: Coronavirus Update. This figure further dropped in the rest of the year 2020.
But the last quarter of the year 2020 proved a turning point when not only the people but the Fashion Industry also adopted the scenario and started adjusting themselves according to the prevailing conditions and toiled to make the most out of the whole situation. The influence of corona virus on the Fashion Industry directly leads it towards transition either in manufacture or in sales.
The Fashion Industry evolved out of the situation and adopted certain measures to cope with the situation in order to minimize the losses. Certain measures have been developed to cope with the losses and induce a new route in the prevailing conditions of corona virus.
As the shopping malls and stores were closed due to lockdown, there was a dramatic alteration in the direction of digital commerce that is expected to continue post-pandemic. Customers had to upsurge their use of services like social commerce and curbside cartridge and sellers had to offer digital solutions in order to survive. Many brands along with other retailers have started their online stores and provided the common people an opportunity to buy products of their own choice from their doorsteps with easy and prompt home delivery packages. Things from the luxuries of life to the basic household grocery items were made available on the online stores, taking the online shopping on verge.
The pandemic has enhanced awareness about the sustainable fashion. People became more careful in spending money and shielding environmental deterioration along with the saving the natural resources. This scenario provides a general realisation that slow fashion is the only way forward as it foster ages and protects the environment. Mentioning one of the best examples of sustainable strategy is the young forward-thinking creator Olivia Oblanc. Olivia has been a vital activist for sustainability in fashion for over the last five years. As a conscious designer, she always makes sure that her creations are both, ethically made and economically feasible.
Trend Fluctuations in Fashion:
The need to purchase clothing on a routine basis no longer exists in the present situation of Covid-19. It has inevitably transformed the routine of people effecting businesses. Fashion Industry has evolved out of the situation with unending modifications and adopting advancements.
The trends along with the fashion itself has changed too according to the situation. The face masks have been added in the general clothing designs by the designers. This addition has benefited their sale to much extent with its highest selling trajectory than rest of the products. For instance, the recent clothing by famous designers is coming with colorful and decorative facemasks. Moreover, models have appeared on the catwalk as a part of the haute couture’s industry turn towards a down-to-earth aptitude.
The First American Art Magazine organized a virtual art exhibition as the art galleries and museums were closed and asked the Native art communal to submit masks. More than seventy artists offered in 125 masks ranging from the functional masks to decorated ones.
The Final Note:
Although corona virus has affected the fashion industry gravely, it also led the industry to revolutionize itself. It lifted towards e-commerce mainly; making things advance and easier. Lockdown induced the smart production depending upon the requirements and public demand in the days of house quarantine. Trends also changed significantly adopting the SOP’s along with the fashion ultimately achieving handsome trajectories in retails.
On concluding, I would like to quote Vogue’s Anna Wintour’s words:
“And I think it’s an opportunity for everybody to slow down, produce less, and really make the world over fall in love with the creativity and passion of fashion.”