Covid-19 brings New, Sustainable Trends in the Fashion Industry
The COVID-19 pandemic was unexpected for those working in the fashion industry. After weeks of increasing cases, retailers were forced to close their stores and sell mostly online. The rising uncertainty and unknown expectations have led companies to rebrand their image during the lockdown. Since technology became the main mode of interaction, many designers tried to increase their store’s online presence. Those who have experienced the transition would often say that it’s a sprint; the physical retail store environment shifted to a completely online world in a matter of days.
Although the fashion and makeup industry did experience their fair share of hardships, consumers are still willing to purchase new products. As a result, many items continue to be trending in popularity. Since consumers want to dress comfortably at home, companies are trying to focus on athleisure wear. Many also predict that consumers will be more conscious of sustainability and prefer eco-friendly clothing.
For the readers who are looking forward to purchasing new clothes or changing their style, here is Green Schools Green Future’s list of the expected trends in fashion and makeup for Autumn 2020.
Fashion
- Comfortwear
According to fashion Editors Bell and Owen, comfortwear is a genre of clothing that appeals to a wide variety of consumers. Due to the functionality and convenience, we are noticing that comfortwear is more relevant now than ever. An increase in the awareness of mental health and well-being has further fueled the desire to adorn cozy, chic clothing daily. The factor of comfort is also impacting the designs for business and sleepwear collections. As the majority of our daily lives occur at home, brands are starting to design more multifunctional clothing. This new movement, coined as ‘Two-mile wear,’ has been praised in the past for its positive effect on the environment. Moreover, analysts predict that when consumers rely on versatile clothing, they will most likely make lesser but smarter purchases. - Antimicrobial textiles
Since safety has been the main concern during this health pandemic, research concerning antimicrobial and antibacterial textiles have increased. Currently, Cornell University is pioneering a project concerning the wicking effect of garments. Their goal is to create clothing that is heat-transferrable and breathable while having the ability to decompose bacteria.
Another important material used in the process is Crabyon. Since this fibre is a mixture of viscose and chitosan, it is permeable to air, absorbent to moisture, and protective for the skin from allergies. Medical and other industrial apparel usually have Crabyon as a component for clothing. However, as the safety of consumers are prioritized, the demand for hypoallergenic materials is increasing. In the future, clothing companies hope to use more textiles like Crabyon in their clothing. - Face Mask
The topic of face masks has been controversial since it came into existence. Originally perceived as being ‘unhelpful’ for protection against virus components, governments have slowly changed their perceptions. On July 7, a law was passed in Toronto that required residents to wear face masks in indoor public spaces. As a result, the purchase of face masks increased and became more in-demand. Manufacturers and designers are also shifting into face mask production. For example, brands like Under Armour and Nisolo are also selling masks to tap the market. Also, small designers who own online businesses are witnessing an increase in sales since masks have become a new dress code. With the increasing demand of face masks, small designers are trying to offer their own creativity in production. This piece of clothing is going to set some new trends in the fashion industry. - Co-Crafting
As more people are willing to show their creativity throughout quarantine, co-crafting has become more than a hobby. Since consumers are trying to purchase less, they search for a new way to upgrade their clothing. Some do this by sewing on different patches, adding more colour with tie-dye materials, and creating more artistic designs. The activity is sustainable as it saves more wasted synthetic materials and is also a fun way to engage with children.
What about Makeup?
The Beauty industry has also undergone great changes in the last couple of months. Even though the pandemic disrupted the manufacturing and production process of makeup supplies, many new networking events were created and took place virtually. Some of these were hosted by Women’s Wear Daily, The Glow Getter Collective, and Salon Today. Now that places are opening up, everyone is snagging for a new mascara or lipstick.
If you want to keep up with the Autumn trend, listed below are some of our suggestions:
- Bright Pink Eyeshadow
After being confined in a tight space for a few months, many will feel the need to alter their style. The best way to start the process is by trying out a new eyeshadow colour. According to fashion editors, many consumers will opt for a bright pink tone to add to their makeup collection. - Classic Red Lips
Lipstick has been associated with the colour ‘Red’ for the longest time ever. The next season for makeup is no different as bold lips are returning as a trend. For those who want to feel more connected with the autumn spirit, a good tip is to opt for a darker red colour. Regardless of the various preferences, red lipstick is suitable for every occasion needed. - White Eyeliner
Many people often choose a black, blue or brown-coloured eyeliner regularly. However, makeup brands have started to offer their eyeliners in a variety of shades. As people become more exposed and experimental with new products, more creative trends emerge. This time, a white-eyeliner trend is starting to pick up. Instead of purchasing your go-to colour for eyeliner, try the new and emerging white eyeliner trend.
While lockdowns are easing, people are coming out with changed habits – they are more experimental and untraditional with their makeup and fashion choices. Although both fashion and makeup industries were greatly affected, many companies have viewed the experience as a learning opportunity for themselves and the community as well. As consumers are purchasing less and buying smarter, fashion and makeup brands are becoming more innovative and socially responsible. For example, many designers are choosing to produce less items by prioritizing the design and textile quality. Even if the virus was perceived to be a hiccup, many designers are now trying to adjust their practices with current times. Since sustainability is one of the biggest priorities, fashion and makeup labels are changing for the better. In the next decade or so, we hope to see such brands continue with their ethical practices.
Sources:
https://www-wgsn-com.gbcprx01.georgebrown.ca/content/board_viewer/#/86779/page/29
Blog Image Credit: Andrea Piacquadiao, Pexels
— Candice Lee
