JOANNE watkinson
THE FUTURE OF FASHION
THE innovation displayed by small businesses across all sectors during this pandemic has blown my mind.
People’s livelihoods have been thrown into turmoil, some with no end in sight. I have felt so hopeful through watching their determined responses in order to save their businesses. It shows such resilience and, at times, is revolutionary. Chefs doing YouTube tutorials on how to make your favourite restaurant dish at home, some delivering everything you need to do it; cafes and bistros turning into grocery delivery services; DJs live streaming from their living room, and personal trainers hosting exercise classes over Zoom to keep clients fit during lockdown.
Some of it is a case of desperate measures in desperate times, others I hope, will transform their trade and stay with us long after this horrible virus leaves.
The fashion industry has had to think fast on its feet too. Classed as non-essential shopping, boutiques and department stores across the country shut their doors. Some had well established online businesses and turned their attention to that, others used social media to continue to connect, but it was far from business as usual for anyone. But despite the challenges, businesses have ploughed on.
Shop owners have turned influencers. It has been up to the people who usually stay behind the camera to show off the clothes. No professional make-up, no fancy lighting, this candid approach is flooding my Instagram feed. Right now it’s out of necessity but I wonder what will happen in the future? Will they revert back to the more polished versions?
The people who organise the fashion weeks are discussing how they transform the events to fit the pandemic. With large crowds discouraged and travel very limited, it’s looking likely even the women’s shows in September will be a virtual affair.
Brands like Burberry have been streaming their shows as they happen for some time, only this time the FROW will be sat at home too, democratising the event entirely. I can’t wait to see what the future of fashion looks like.
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