Fashion has an amazing ability to adapt to any situation. The last year, along with the coronavirus pandemic, posed huge challenges for the industry and independent clothing designers. Even so, the fashion does not stop, and instead is dynamically changing to meet new realities. So, how exactly the pandemic affected the industry?
Spending more time at home, we started appreciating comfort like never before. Sales and the production of lounge apparel, pyjamas and casual wear in more relaxed style increased significantly. At the same time, we still want to stay fashionable which results in an influx of cosy but creative designs. One of the noteworthy brands knowing how to combine comfort and style is Ukrainian label of contemporary clothing, KO by Kolotiy creating garments using skin-friendly, soft materials like jersey, cotton and Tencel.
2. Stronger focus on sustainability
Lockdown gave us time to rethink sustainability and realise how serious it is. Fast fashion in this period does not pass the practicality test, and many global brands decided to focus on quality instead of quantity. One of the independent and sustainable brands that proudly describes itself as environment friendly is IMAIMA which takes the principles of sustainable development to heart by using only natural, recyclable fabrics and Azo-free dyeing. The brand makes every effort towards zero waste approach.
Currently, we want new products to serve us as long as possible without falling out of fashion. The obvious answer to this demand are basic clothes made of high-quality materials. Whether as standalone pieces or as part of a capsule wardrobe, basics are the pillar of a universal, timeless wardrobe. Lungomare perfectly understands the value of basic designs and creates clothes that fit perfectly with any existing wardrobe.
4. Less clothes becomes more clothes
Connected to the idea of sustainability and zero waste, the concept of multi-functional and reversible clothes grows stronger and more popular among UK designers clothing. As we realise our wardrobes are full of forgotten clothes, we gradually decide to buy less. Brands such as Isabel Manns come out against this phenomenon creating reversible garments which do not clutter our wardrobe, but still introduce variety to it.
5. Appreciating local craftmanship
The pandemic has put the existence of many local craftspeople in question. Thanks to social motivation and willingness to help, we turn to using local services saving them from closing. Happily, many independent designer brands appreciate handicraft. All the bags designed by MARIA / MALETA are created and manufactures by experienced Portuguese craftspeople dedicated to their profession.
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