LETTERS TO THE FUTURE OF FASHION POST COVID 19

#Home couture in place of #Haute couture is the new fashion trend that is taking over social media. There has been a paradigm shift from Bejewelled crosses and Halo-inspired headdresses , plenty of extravagance and over the top ensembles to materials lying around in our households like tin foil, bin bags, newspaper, cellophane sheets, toilet paper rolls and torn cardboard boxes used to re-create famous looks from the previous fashion shows, as a vent for creativity, followed by hash tags like #goingnowherebutfuckitimgettingdressed, #Quarantinechic and #workfromhomefashion are gaining popularity.

History is testimony to the broad array of societal and cultural changes that wars and pandemics have bought with them . Those trying times are still accredited for the best and the most loved creations of all times- a new coat style that became a classic for the rest of the century and beyond: The Trench coat, in ‘gabardine’, a breathable yet weatherproof twill fabric invented by Thomas Burberry.

As men went off to fight, women took on jobs formerly filled by men. This gave birth to a new definition of gender roles and the old gender dictated dress-codes relaxed. Paul Poiret, obliterated the need for tight fitting corsets.

cosmetic pioneer Helena Rubinstein opened her beauty salon in New York in 1915. Her marketing strategy campaign promoted her products as antidotes to the wrinkles and gloom caused by the wartime struggle. Escapist fashion of the 1930’s and 40’s originated from a point in history of political upheaval and future uncertainty. Restricted to repairing and reusing, creative re-making efforts became forms of expression during these times of confinement.

PAUSE. THINK. RE-EVALUATE

From manufacturing supply chains to fashion weeks -trade shows, the repercussions of the novel corona virus pandemic are shaking up the fashion industry.

We’ve been talking about sustainability and conservation for a very long time now, this situation will now jolt us out of our slumbers and will compel us to realise the dire need to re-evaluate, the amount of money and consumption we’ve celebrated and by realising our fashion industry as the greatest contributor of ever increasing carbon footprint on our environment.

Anna Wintour, vogue’s editor in-chief, recently said:                                                                                     “I think it’s an opportunity for everyone to slow down, produce less, and really make the world fall in love with the creativity and passion of Fashion and more so, that people can enjoy fashion much more, without constantly jumping onto the next new thing” fashion businesses have definitely been given time to reflect and plan their existing business strategies for the changed face of fashion and retail post this period.

While the entire world is in Limbo and as we, enveloped in our cosy homes, engulfed with the overwhelming feeling of ‘what next’ and a certain restlessness, ‘step out on the other side, our values and priorities would’ve shifted drastically’, as Anna Wintour would say.

The restated feeling of freedom woven with wallop will create a new fabric of culture, a-live-for-today and care-for-the-planet society, that’ll lead to a distinctive look and sound of fashion and will be the New Age of Normalcy. Fun fabrics, Quirky detailing, Abstract prints, colour blocking and Slogans, however individualistic, will be the rage . Fashion will develop more character with ideas like mindfulness, kindness, sustainability, and awareness will determine a worthy purchase. Last year where home-made clothes seemed as old-fashioned as steam engines and oil lamps, this year creative remaking efforts are going to be forms of expression, giving birth to, ‘No Season Fashion’. One can wear a garment from AW13 collection in 2020 and it won’t be old, it’ll be timeless. With a little colour and optimism, we can see Trans-seasonal pieces make a coherent transition from one season to another, which are easy-to-wear, easy-to-wash smart separates, which a buyer could look to as investment.

As lesser buying capacity, functionality and comfort collide, Fashion labels will need to implement mark downs during this period of uncertainty, in order to encourage sales and keep afloat. This is a watershed moment in the history of fast fashion. Everything is opening up so that it can be                re-designed because a system that yields over-production cannot last. To end on a positive note, this pandemic has also brought us scope of re-inventing and re-evaluating ourselves.

A year so uncomfortable, so painful, so scary, so raw –

That it finally forces us to grow.

A year that screams so loud, finally awakening us

From our ignorant slumber.

A year we finally accept the need for change.

Declare change. Work for change. Become the change.

A year we finally band together, instead of

Pushing each other further apart.

2020 isn’t cancelled, but rather

the most important year of them all

-Leslie Dwight