The COVID-19 pandemic has not only changed our lives but has also redefined the fashion industry. Even the most fashion conscious people are not getting the opportunity to dress up since there is now a ban on social gatherings.
So, We spoke to top fashion experts to know what their take on the situation is and how they envision the evolution of the fashion industry amid such uncertain times.
Star Bollywood Designer and exclusive Stylist of Salman Khan, Ashley Rebello says, “The fashion scenario post COVID-19 is bound to change as athleisure wear is going to be the norm of the game. Comfort is also going to play an integral part, keeping in view how much is going to be homebound wear, as things have changed, and people are working more from home. As far
as going out is concerned, I feel a lot of people will wear sustainable clothes and re-visit their wardrobes, pulling out stuff that has not been worn; thus, reinventing and using clothes
again and again. Also, probably buying just one piece of the garment instead of the whole outfit; thus, making a new blouse to an old saree or buying just a new jacket to be thrown over old stuff.”
Internationally acclaimed Indian Fashion Designer, Jattinn Kochhar says, “Like any other industry, the fashion industry is also impacted because of COVID-19. In fact, the entire lifestyle and luxury industry is affected. But we human beings are looking for solutions because if there is a problem there is a solution to it as well.
Digital Fashion Weeks are in the pipeline abroad and are expected in August or September end and will also happen in our country. However, I am not seeing the possibility of this exercise converting into business and it will take 6 to 10 months for things to improve.”
Ms. Ritu Kochhar, INIFD, Chandigarh, Founder Director says, “Fashion is like storytelling, a combination of your thoughts, emotions, expressions, art, culture, society, ideas and creativity. The present situation has redefined the way we look at fashion and design. It’s the time for reflection. It has helped people to reflect and become more real. The consumer makes a shift towards essentials leaving luxury for later maybe.”
She says, “In these unprecedented times, the design industry is working to rebuild, rework and recreate a strategy without harming the ecosystem. In these times, not only the brands and design houses are learning to navigate a new world through intense technology and carving out new ideas of sales, but also rebooting their craft to keep the connection alive with their consumers. In the times to come, we will see designers revising their aesthetics, be it bridal, couture, pret, retail to resonate with the new normal.”
Ritu explains that the fashion fraternity has carved out ways to meet the situation and still stay afloat with the First digital edition of London Fashion Week (June 12-14), which has set an example for others to follow in the coming times of social distancing. Fashion Design Council of India (FDCI) has announced the July 2020 edition of India Couture week as a digital event.
Also, Lakmé Fashion week introduced the Virtual Showroom, a first-of-its-kind platform for the designers and artisans to display their collection for the coming season. The platform will have product catalogues with full composition and pricing details giving the option to consumers to place direct orders with designers.
Designer stores are following protocols taking safety and security measures for COVID-19, ensuring limited people at work and store visits by appointments only.
In these past few months, we have seen ecommerce getting a big boost and all big design houses, luxury brands, retail brands, small enterprises taking the plunge and doing excessive marketing on social media platforms picking up businesses and earning client’s loyalty amid the pandemic.
“But needless to say, the economy will have a big impact. We need to craft a more conscious planet, reduce carbon footprints, reinvent adaption to sustainability, address climate change and slow down our consumption”, she adds.
Apart from other industries, the Fashion industry has definitely been hit. We will witness many Fashion brands and business closures this year or by next year, keeping the uncertainty in mind as no one has an answer as to when the situation will improve.
“The pandemic has taught us a lesson that everything in life has a corrective mechanism. We keep pulling up and down in life, but we all now need to learn to strike a balance”, Ritu concludes.
Article By: Amit Roy, Editor Tricity Scoop
