How Will People Dress After The Pandemic Is Over?

Our collective experience during the pandemic has had lasting effects on consumerism. As notions of work attire have changed, the retail landscape has also transformed to meet the needs of the remote worker.

With shifting consumer habits, more and more clothing companies are adding casual apparel to their inventory, and brands are designing for comfort and functionality.

Consumers are prioritising comfort over style, forgoing trendy clothes in favour of basic apparel in neutral colours and comfortable fabrics. In the aftermath of this pandemic, it's likely that some people will reject the ultra-relaxed lockdown look for a more glamorous fashion style, but the shift toward comfort may still endure.

In other words, COVID-19 has upended fashion trends and changed our perception of what’s fashionably acceptable both inside and outside of our homes.

The disruption of global supply chains meant that designers had to scale back production and resort to smaller collections to compensate.

The apparel industry is undergoing a revolution, with rising consumer demand for more sustainable clothing and ethical practices.

The pandemic has shone a spotlight on how fast fashion is harming the planet and has highlighted the need for the industry to become more environmentally responsible.

The treatment of workers in manufacturing hubs in developing countries during the global lockdown has been a stark reminder of the fashion industry's often apathetic stance toward its garment workers.

For years, labour rights groups have been calling for better working conditions and fair wages for these workers, but their concerns have often fallen on deaf ears.

The situation worsened when manufacturing mills were shut down during the pandemic, leaving many workers unpaid for consignments completed or in progress. While pressure from consumers and social media campaigns led some brands to acknowledge their failure to pay workers, apologise publicly, and initiate corrective actions, others simply swept the issue under the rug.

This disdainful attitude has negatively impacted consumer perception. Experts believe that post-pandemic, more people will turn to local artisans for their apparel needs, reflecting a growing trend of supporting local businesses.

The reality today is that consumers are buying fewer clothes and are increasingly choosing to buy locally. This change mirrors what happened during the Great Depression and the two World Wars. During the Great Depression, people got creative to supplement their wardrobes.

Cork, one of the only materials not rationed, was used to make high heels for women, and some even made wedding dresses from parachutes. When the war began, women stepped into factory jobs, and fashion became more utilitarian.

Strict rationing led to skimpier clothes, fitted silhouettes, and shorter lengths—moves to save fabric and reduce waste. People were more focused on clothing serving a purpose rather than merely being visually appealing.

The trend of mindfulness and socially responsible fashion will lead to a shift toward made-to-order or demand-based models. Designers are embracing seasonless collections to extend the longevity of clothing. Functionality will remain a critical requirement for consumers post-COVID.

Growing eco-consciousness, especially among younger consumers, will spur demand for simple, minimalistic, and versatile clothing made from natural, environmentally friendly materials.

In the short term, we expect protective coverings, such as face masks, to become a regular part of our daily lives. Brands like Yeezy and Marine Serre are already leading this progressive trend.

As fashion continues to evolve, nostalgia-driven trends are making a comeback. Styles from the 70s, 80s, and 90s are again in vogue, with recycled fashion trends from the past making their way into the future.

Fashion connoisseurs are blending old-school pieces with modern elements to create timeless looks. Rather than overhauling their entire wardrobes, more people are investing in essential items that can be mixed and matched with existing clothing.

While conscious consumption is on the rise, a contrasting trend of ‘revenge spending’ is also emerging. We saw instances of revenge spending when China emerged from lockdown, with luxury spending dipping significantly in the first half of 2020 but rising dramatically once retail stores reopened.

A large portion of the population indulged in retail therapy, spending disposable income on luxury brands.

While couture and high-end luxury will always hold relevance, the next phase of fashion's evolution will be shaped by individual choices.

Some people will splurge once the pandemic ends, while others will distance themselves from toxic consumerism.

Athleisure gained monumental popularity during the pandemic, and post-confinement, consumers will continue to invest in athleisure and elevated loungewear for their comfort and functionality.

The end of the pandemic will likely usher in a move towards minimalism, as people focus on reducing overconsumption. The process of reversing overconsumption involves decluttering, choosing what to keep, and even acquiring new possessions mindfully.

In the long run, consumers will prioritise adding value to their wardrobes by selecting classic, long-lasting pieces with minimal environmental impact. Fashion brands will need to reinvent themselves to keep pace with consumers and their changing lifestyles.

Conclusion

The fashion industry is undergoing a profound transformation, accelerated by the pandemic's impact on both consumer habits and global production practices.

Comfort, sustainability, and local support are at the forefront of this change. Consumers are seeking versatile, eco-conscious clothing and are increasingly turning towards local artisans and smaller brands that align with their values.

As we look to the future, fashion will continue to evolve, with mindful consumption and timeless, functional pieces taking centre stage. This shift offers a unique opportunity for brands to rethink their approach, innovate sustainably, and cater to the new, more conscious consumer.