Fashion is out of Fashion

by - May 13, 2020

 

The world stands still. The crisis has changed our lives, our daily routines, our mindsets. During a decade, in which we expected science and the extensive system to be progressed at a level, which assures us life security and health stability. In reality, it does not and the crisis is just the beginning of an unconditional move in economics, politics and form of society. The world stands still. The crisis has changed our lives, our daily routines, our mindsets. During a decade, in which we expected science and the extensive system to be progressed at a level, which assures us life security and health stability. In reality, it does not and the crisis is just the beginning of an unconditional move in economics, politics and form of society. Economists predict most economies to fall into a deep recession. Indeed, factories have since ceased or significantly reduced production due to a lack of orders or mass cancellations. Some companies resorted to short-time working whereas others struggle to survive on the market. Most restaurants and clothing shops had to close to avoid physical contact. Lastly, retail is no longer available.

Fashion has completely focused their market on online sales. Fashion shows are discussed to be cancelled for the upcoming collection presentations this year. Jumping from one trend to another – fashion underlies a great dynamic. Masses of clothings are produced weekly, with consumers wanting to evermore express themselves through clothing. The current situation let people lose interest in fashion since they cannot wear the clothing outside anymore because why should we buy clothing if no one sees it? Fashion is quickly reacting with homewear and comfortable clothing lines, meeting the society with mutual understanding and empathy.

“The DNA of the [fashion] industry has to change. The gatekeepers need to start thinking differently.”
– June Sarpong, director of creative diversity at BBC –

Fashion seems to be the least to be cared about now. On the surface, fashion is running in circles. The total turnaround to a change in worker conditions and salary in production, an effort to more sustainable clothing or a development towards a stronger purposefully consumer behaviour, has not been implemented in the fashion industry, yet. With the pandemic and the consequences for the fashion market, the industry starts to crackle.

Fashion has to be created in a new form. Innovation is necessary and it is inevitable. We cannot stay stuck in a society in which we postpone problems, putting our lives in front of others. Some companies started to organize digital halls and drift towards a stronger sensitive interaction with their customers.


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