Fashion embraces the new optimism and adds bling to the basics as the vaccine rollouts begin.
Slippers, sweatpants, leggings and crocks, as well as Zoom shirts and wellies, padded jackets were 2020’s fashion trends. They highlighted how our lives changed from the office to the living room, and from bar to backyard. How will fashion change in a new year?
Experts predict that as the world opens up, people will purchase pieces that fit into a new lifestyle and not completely revamp their wardrobes. Morgane Le Caer is the data editor at Lyst fashion search platform. She believes this trend has already begun. Loungewear is still very popular alongside velvet, sequinted skirts, and embellished footwear – these are the kinds of items that should be displayed beyond the laptop screen. She says that while there is no shortage of comfortable, relaxed pieces, it is unlikely that this trend will change. However, she believes that dressing up in mood-boosting pieces during difficult times is a sign of optimism and positive energy.
According to buyers, this is a time when adaptability and flexibility are important qualities. Asos was a major player in the home-training trend in 2020. They sold 188,000 pairs 4505 leggings and three million pairs Nike trainers. The site also saw an increase in puffer jacket sales of 80%. According to Vanessa Spence, the company’s design director, a casual, sports-inspired look will be important for its Gen Z customers. She says that loungewear is easy to incorporate into daily life and offers people an outfit that can take them from the sofa to the supermarket. We believe there is a huge opportunity for this category of clothing to expand.”
Spence believes that items that can be dressed up and down will win the 2021 start. She says that comfort and versatility are key features. It’s simple to dress your jogging bottoms with a blazer, heels, and a gold chain for a night out. Or keep it cozy with a matching hoodie with slippers. It’s all about finding the right pieces and using them in multiple ways.
Natalie Kingham, global fashion director at matchesfashion.com reports that the luxury sector has a “new relaxed uniform interspersed with sportwear-inflected items” and a “growing sense of optimism”. “Everyday pieces, from Molly Goddard jeans and Elder Statesman knitwear, were lifted with bright bursts and prints.” Kingham is optimistic that this cheerful mood will increase: “We will continue celebrating how fashion can lift spirits and spread joy.”
At the spring 2021 collections, you could also see the combination of comfort clothing and dressed up to the nines. Bottega Veneta showcased a leotard, smart trousers, and loose co-ords. dressed-up denim at Alexander McQueen. Saint Laurent also offers cycling shorts and blazers. Cycling shorts look to be a hit-in-waiting – they have already been road-tested by Emily in Paris star Lily Collins. Le Caer mentions other brands such as Paris Georgia, New Zealand, Bulgarian Chopova Lowerena, and South African label Thebe Magugu, among others.
Spence claims that the year of lockdown had an effect on the growth of emerging trends. She says, “We had predicted this trend before Covid with the rise in streetwear.” Le Caer claims that the acceleration in consumer buying has been evident in both how and what they purchase. She says that in just five months, we’ve seen five years of ecommerce growth.
Kingham said that while e-tailers such as matchesfashion.com have been able to benefit, the business had to reevaluate how it communicates with its customers during a pandemic. She says that a photoshoot on the beach with models interacting with one another can bring a new collection alive, but this was not how we lived in. The #checkingin hashtag was introduced by the store to their Instagram account. It featured “women as well as men who are part our community, giving glimpses into their lives, tips, and recommendations.” Kingham said that customers responded well.
Le Caer states that a brand’s values are what attracts consumers. “While shopping habits have clearly changed, we know that shoppers still love powerful labels and are more interested in brands’ sustainability or diversity credentials.”