Fashion Trends Post COVID-19 - How The Industry Is Transforming From Survival To Revival Mode?

Fashion took a backseat in light of the events that unfolded in the first half of 2020. The threat of the coronavirus pandemic, economic recession, and global civil unrest have all plagued the year, affecting our daily lives and creating an atmosphere of uncertainty.

As global economies reopen, businesses are shifting their strategies from survival to revival. People are hanging up their well-worn loungewear and preparing to return to work, albeit with necessary safety precautions.

The pandemic brought the fashion industry to a grinding halt, prompting a period of retrospection to address issues like mass production, sustainability, racism, forced labour, and cultural appropriation.

The industry needs to reinvent itself, and industry leaders agree that change must happen now rather than later. These shifts are inevitable and critical to creating a sustainable future for both the industry and the planet.

Conscious consumerism, combined with the economic slowdown, will reshape our understanding of fashion. The focus will be on austere, functional, and budget-friendly designs for the emotionally and financially exhausted masses.

Quality over quantity and sustainability will be at the forefront. Similar to how the Great Depression gave rise to the reuse-and-recycle concept to reduce waste, and World War II saw fabric rationing to save money, today's economic climate will drive consumers to prioritise practicality over vanity.

The fashion industry is preparing for a tectonic shift in consumer behaviour while reevaluating its value chain to tap into future opportunities in a post-COVID world.

As fashion trends continue to evolve, here are the top 5 trends that should be on everyone's radar:

1. Nostalgic Fashion

Fashion trends recycle every 30 years or so. Even before the pandemic, 90s style was in vogue, and this trend is expected to continue post-COVID. People are using nostalgic fashion as a form of escapism from these turbulent times.

Retro silhouettes like oversized blazers, biker shorts, fanny packs, champion gear, and wide-leg pants will be fashion staples. Expect to see classics like acid-wash denim, stonewash jeans, boiler suits, double denim, and denim skirts driving streetwear culture.

Tracksuits, polo shirts, colour blocking, and basketball shorts will fuel 90s fashion in menswear. Earthy tones, platform shoes, and sheer clothing will dominate women’s fashion.

The quintessential 90s styling will likely continue to thrive post-pandemic as millennials cope with the emotional distress of 2020. Nostalgic fashion is here to stay for the foreseeable future.

2. Fashionable Protection

Luxury brands are creating and selling logo-embellished masks for distinguished shoppers, while high-street brands are also manufacturing affordable and stylish masks. This utility item, born out of necessity, will continue to be a trend.

Designers and artists are tapping into this trend as a creative outlet, coming up with unique and innovative masks. From transparent masks created by Anissa Mekrabech, bridal face masks by Friederike Jorzig, to face masks with zippers (to allow the wearer to eat and drink) by Wolfgang Schinke and Pierre Zielinski, there is a mask for every quirk and need.

With personal hygiene at the forefront, demand for antibacterial fabrics and finishes will rise. Brands can incorporate these textiles into their collections as protective gear becomes an everyday accessory for people returning to work or school.

3. Loungewear

Athleisure and loungewear will remain big trends even after the pandemic. With people spending months working from home in comfortable loungewear, it's unlikely they will want to give it up now.
More people are expected to work remotely in 2025, following a monumental shift in corporate work culture. Therefore, 2025 will be about soft fabrics, comfortable homewear, and casual dressing. Loungewear will be elevated with easy-to-clean textiles, luxury silhouettes like silk robes and pyjamas, breathable lingerie, and chic house shoes. Menswear staples like hoodies and joggers are here to stay.

For a seasonal change, lighter fabrics such as cotton and linen shirts and t-shirts paired with shorts or trousers will be a refreshing update to typical loungewear.

For outdoor events, including gym sessions and treks, athleisure will remain the go-to choice for comfort and practicality, with some even featuring antibacterial fabrics.

4. Minimalism

Minimalism, inspired by Scandinavian style, has been popular for some time. However, in the wake of the pandemic, we can expect an even bigger return to minimalist aesthetics.

With less disposable income, buyers will seek timeless, classic items over big brand logos. Simplicity will be the chosen route for many, with a focus on quality, long-lasting pieces. There will be less reliance on flashy, consumer-driven trends.

5. Sustainable and Positive Change

The fashion industry has long been accused of greenwashing, but there is now a real opportunity for the industry to change course.

Moving away from mass production toward more sustainable, on-demand production models is key.

The rise of anti-consumerism and eco-consciousness means that consumers are prioritising sustainably made, multi-functional clothing pieces over disposable fast fashion.

Fashion has always been a platform for social and political statements. In recent years, movements like #MeToo and #BlackLivesMatter have pushed brands to support social causes, giving rise to the ‘kindness economy’.

During the pandemic, retailers stepped up to aid the global fight against COVID. The ‘kindness economy’ will play a significant role in consumer purchasing decisions, with brand loyalty increasingly determined by a company’s stance on social issues.

Conclusion: Fashion's Resilient Future

The fashion industry is facing unprecedented challenges, but it's also on the cusp of significant change. The future of fashion will likely be defined by a focus on sustainability, practicality, and social responsibility.

As consumers become more conscious of their purchasing decisions, fashion brands must adapt and evolve to stay relevant. While nostalgia, comfort, and functionality will continue to drive trends, the industry's move toward a more ethical, sustainable future will define the next generation of fashion.

Fashion has always been a reflection of society, and as we emerge from the pandemic, it will undoubtedly evolve into a more mindful and responsible industry.