In every century, the 20s have been impacted by a major event. The black plague in the 19th century, the great depression in the 20th, and now the coronavirus in the 21st. Due to the coronavirus were all aware of the major hit the economy has taken, and a big part of this is the retail industry. Thousands of small businesses have been forced to close their doors for good and big retail giants are on the verge of bankruptcy. This isn’t the first time a major event has reshaped our industry and certainly will not be the last.
When thinking back to moments in history that shaped our industry, the one that instantly comes to mind is World War II. During this tumultuous six years, fashion and clothing for citizens was not a priority. Fabrics were limited amongst other items due to the need for uniforms for the soldiers, “Resources and raw materials for civilian clothing were limited. Prices rose and fashion staples such as silk were no longer available. Purchase tax and clothes rationing were introduced”. Despite all of this, fashion still managed to flourish, as it will for us during our present day pandemic (Clouting and Mason, IVM).
Just like we are seeing major corporations step up during this time to help front line workers, the same occurred back in the 40s. Fashion began more functional in order to support the everyday struggles of those living in a war torn area,
“By the outbreak of war in September 1939, over 40 million respirators had been distributed in Britain as a result of the potential threat of gas warfare. Retailers were quick to spot a gap in the market for a more attractive solution. The handbag seen here, like many others specially produced, has a compartment for a gas mask” (Clouting and Mason, IVM).
As for the fashion retailers who are currently making a difference in the face of corona, LVMH is one of the many luxury brands who have converted their warehouses into hand sanitizer production “LVMH announced today that it is converting three of its perfume manufacturing facilities where it normally makes fragrances for Christian Dior, Givenchy, and Guerlain brands to make hand sanitizer instead” (Kestenbaum, Forbes). In addition to hand sanitizer production, many companies have turned their warehouses into facilities to manufacture face masks for front line workers and citizens. In order to boost sales and give back, many of these companies are also donating a portion of proceeds to some of the charities and relief groups to help combat this virus. While looking at the image of the gas mask purse of the 40s, you can’t help but draw parallels between the purse and face coverings being produced today. The gas mask purse was a fashionable way to be prepared in case of a nuclear bombing and the masks below are a fashionable way for people to protect themselves from the spread of the virus.
Almost 80 years later it is easy to look back on the second world war and identify the changes in the industry that occurred such as pants and jumpsuits entering women’s wear, “Many women owned Utility Jumpsuits which one could put on quickly when the sirens blew. The jumpsuit, a new innovation, was warm and comfortable and featured pockets for papers and valuables” (Agarwal, Medium).
As for trends and changes in the industry due to the coronavirus, it is still early to say what exactly will change and what trends will emerge and succeed, but, a trend at the top of everyone’s minds is the use of anti-microbial and defensive textiles. “Protective materials will become central to everyday living as hygiene and protection ramps up in light of the coronavirus pandemic, and pollution increases as a result of the climate emergency”, consumers top concerns as of now are the health and safety of themselves and others directly reflecting the trend for post-coronavirus defensive textiles (Palmer, WGSN).
The use of these textiles in the future is a practical and effective approach to the virus. But during these uncertain times my mind drifts from ‘practical’ thoughts to day dreams and looks for an escape from the current state of our world. This idea that in times of pain our minds can choose to day dream has inspired my personal thoughts on the trends in fashion post-pandemic. The places our minds choose to escape to are often figments of imagination and other worldly which is exactly what my two trends depict. Ethereal Dystopia and Boundless Life explore life after mass destruction and change while looking through the lens of the underworld as well as the fragile world of fantasy. Although, trends mean nothing until the industry adapts and adjusts to the current state of consumer purchasing which is done solely online and alone. Everything from the way company’s merchandise and strategize will go under huge changes to accommodate the consumer, “The Covid-19 pandemic is driving new messaging, merchandising and engagement strategies that reassure, inspire and entertain” social media and online presence is more important than ever now for the retail industry and companies must fall in line or face closures and bankruptcy (WGSN Trend Team, WGSN).
As I sit here at home browsing Forbes, LinkedIn, Vogue, and WGSN the future of our livelihood let alone fashion industry is still at stake and at times it can be difficult to imagine life the way it was before the spread of coronavirus. But, as many people say, history repeats itself and knowing this to be true means that we have no choice other than to come out on top as we have each time the industry and our lives have been challenged.
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