It takes one huge crisis to produce a good strategy. Fashion is no exception. We all know that some of the best styles out there were born from struggle. An example of this is the ever sophisticated Coco Chanel. She started creating couture pieces for women from foraged fabrics. This was during the first world war, when fashion materials were scarce. This resulted in a big shift in ladies’ wear, from corsets to more comfortable attires. Chanel is really an innovative label to beat.
During the Spanish influenza pandemic in 1918, surgical face masks became a staple everyday item. People wore it at all times for essential protection, both outdoors and indoors.
The escapist fashion trends of the 1930s and 1940s came from future uncertainty and political upheaval. Restricted to reusing and repairing, creative remaking initiatives turned to viable forms of expression during these moments in confinement.
The crisis that we are experiencing now will soon initiate a switch in how we make sense of fashion. Like the previous effects of the 1918 pandemic and past world, we, too, will need to pay more attention to quality over quantity, as well as practicality over vanity.
Consider this as a wake-up call not only for us consumers and for industry professionals. The threat that the coronavirus pandemic holds over us is a call to action for the entire fashion community to slow down. It’s time to move away from mass production, and then turn to a healthier direction.
After a crisis comes strong empowerment and celebration.
Life is a never ending circus. After this pandemic, we’ll probably feel relieved and battered. As a result, we would want to resort to durable, easy-to-wear items that will help us see through the crazy chain of events. We won’t waste our precious time anymore fussing over complicated dresses.
We’re creatures of habit. Alongside that, we have a pack mentality, so we’ll always be influenced by other people’s action. However, perhaps this international shutdown will have another benefit: a sense of realization in consumers for the irrelevance of being an avid follower of trends. Our lives and the society are fragile. We’re fortunate to have good health, food, a home, and our families. There’s no need for us to have that expensive, trendy dress.
We may be drawn to beautiful attires to celebrate our victory against coronavirus. However, without disposable incomes to spend on fast fashion trends, we’ll have to invest in more important items, and be more creative with those pieces we already have. The result? Buying made-to-last pieces rather than made-to-wear-for-only-a-week items.
If you’re interested in reading more about counterfeiters and luxury labels, click here.