The future of outfits after the staying-in trend: Home wear, digitization and cultural shift

Abstract

The article explores key fashion transformations during the lockdowns of 2020 and emphasizes the main problems that have to be solved as a result of these changes. The world of fashion with production processes, markets, marketing and consumer interactions is facing a critical demand for transformations that reflect the global situation on one hand, and local issues on the other hand. The pandemic and related restrictions and new rules at work and home determine new fashion patterns and establish a new system of fashion values and standards. Consumers have enough time to reassess the meaning of fashion itself and various fashion items in their own wardrobes, along with their quantity and quality, as well as brands’ input regarding the discussion around sustainability. Firstly, the article describes the influence of the lockdowns on the fashion system, in particular concerning its values, standards and behavioural practices. Secondly, the article offers three ideas as the results of those reconsiderations. Finally, the article promotes fashion predictions about the potential for further developments in the fashion industry.