FASHION IN A PANDEMIC
Covid Calls for Cosy Clothes
Lockdown and loungewear have inevitably gone hand in hand. Joggers and pyjama bottoms have become a work-at-home must. Increased time indoors and working at home has increased our need for comfort and consequently the demand for cosy casual wear has risen.
Whilst the public spent hours with their eyes glued to their phones watching endless TikTok videos during lockdown and scrolling Instagram, loungewear was being introduced to us more and more. If you didn’t own any joggers and baggy clothes before , you definitely will now. TikTok and Instagram have showed us ways to style the versatile comfortable clothing and blurred the lines between seasonal clothing as well as encouraging the idea of comfortable clothing being worn outside of the house.
Overhyped TikTok fashion trends themselves have the nation conforming to a baggy top/ hoodie and joggers combo on the regular. Neutral block colours or tie-dye in this category became the go to. Tie-dyed by yourself if you’re a DIY queen!
Fashion hauls on the app have also surged the sales from Zara and Shein since lockdown begun in March. These brands have taken advantage of social media marketing during lockdown, the Zara website especially with unique but not very helpful ways of displaying their clothes on models, including a woman styling a dress and heels crouched on top of an oven and many models styling coats by wearing them backwards. For whatever reason Zara were thinking behind these ideas, they have caused a stir on social media platforms. Even if we have turned to TikTok to see what we should be buying from Zara instead of confusing ourselves on the website, it is certain that the simple stretchy block coloured bodysuits from Zara have become a staple piece in everyone’s wardrobes and the style has since been replicated by many other fast fashion brands.
The Covid impact on fashion has increased online shopping sales rapidly as shops were closed. When opened, queues outside and the inability to try things on had arguably ruined the shopping experience. This has put pressure on many small independent businesses as well as high street shops, even brands such as H&M have suffered and have had to close 70% of stores globally.
Fast fashion brands have created their ranges suited to the trends. Online shopping now feature the loungewear categories on their home pages and even Oh Polly, a brand dedicated to dresses and going out wear has admitted defeat and introduced their own loungewear line. This type of clothing has also increased the chances of consumers keeping their items rather than returning as oversized, shapeless styles and stretchy fabrics mean that sizing hasn’t been too much of an issue. Perhaps this is also a positive move against the waste of clothing.
It is not just loungewear which has taken off during this pandemic, it is also the new trend of fashion masks which the virus has introduced to us. Forget the blue surgical, dentist looking masks; fashion masks from different materials and prints have been launched from big brands and small new businesses. Different prints, materials and colours now allow us to be that bit extra and co ordinate our outfits with our masks for those weekly shopping trips to Tesco’s. Pretty Little Thing has now even brought ‘mask dresses’ with masks sewn in. Whilst this is controversial looks wise, there is no denying it is the perfect solution for those who are constantly forgetting to take their masks out with them.
Whilst it is unclear for what the future brings in terms of the pandemic and what TikTok will bring in terms of new trends and whether mask dresses will take off one thing is sure, for now we will continue comfortably in this current lockdown in our cosy casual clothes.