'The ordinary must become extraordinary...'
So much has changed in the past year, particularly the ways in which we consume and appreciate clothing and fashion. Here, creative director Delphine Genin muses on how the pandemic has altered consumer behaviours and shopping patterns and how these might continue into the future.
“Our experiences throughout the past year have helped to show us the impact of fast fashion and the pressure to produce endless seasonal collections. These experiences have also shaped a renewed understanding of fashion’s utility and our expectations of the clothes we wear, and I would anticipate for this to continue into 2021,” says Delphine.
This much is evident already, with many consumers moving towards clothes which make them feel happy, with less consideration given to the opinions of others. Moving toward a stronger sense of individuality and embracing self-expression will be clear – as Delphine predicts we should prepare to see more volume and bold colours as well as details like fringing and feathers as we yearn for the excitement of dressing up and celebrating self-expression. This heightened consumer awareness of their self and the way their clothing makes them feel will be a key focus for designers and brands to remain relevant to consumers.
In saying that, consumers will also be seeking greater levels of functionality from their clothing – with increased expectations and demands for fashion which can integrate with their busy lives. These modern consumers, women in particular, will have greater demands for clothing which can “jump” from one activity to another – and designers must understand how to create pieces which can make this transition between day, work, evening, holiday and relaxation. Delphine also expects that we will see a focus on “utility” elements such as zippers, pockets and more robust garments which are equipped to handle challenges both old and new.
Another clear insight from our experiences over the past year is a renewed or perhaps heightened attention to sustainability and ethical practice, as our connection to the world grew and brands were placed under the microscope. More than ever before, consumers are thinking about their surroundings and their impacts on the world around them. They want to know where their clothes are coming from – who made them, where they were made and from which materials. Delphine suggests there will be an even greater shift toward recycled or responsibly-produced materials into 2021 and beyond, as our impact on the environment continues to be a concern for many, while we will shift our buying patterns to seek out locally-produced, artisanal pieces – developing a direct relationship with makers and designers, drawn to high-quality pieces which are made to last and moving away from fast, “throwaway” fashion.
Finally, we will be drawn to fashion and clothing which enhances our emotional wellbeing – seeking out pieces which hold symbolic or emotional meaning and encourage us to dress for the person we want to be. Leading social psychologist Adam Gilinsky once said: “It has long been known that clothing affects how other people perceive us, as well as how we think about ourselves” – an idea which will prove even more true as we move forward into a “new normal” and a new year. Dressing up in clothing which represents the person you want to be and makes you feel good is a concept known as “enclosed cognition” – for example, dressing up in formal clothes, even while staying at home, makes us feel more confident, outgoing and productive. In this way, our clothing almost develops human-like qualities, further enabling us to see what we wear as an extension of not just who we are, but who we wish to be.
“Moving into a new year, we will expect more from brands, designers, fashion and clothing than ever before. The ordinary must become extraordinary – and carefully balance the many needs of consumers and excite and support them at every turn, whilst also striving to become a brand with ideals they can proudly stand behind,” says Delphine.
#Delphine's Reflections