Homeluxury bag → The face of fashion after confinement

The face of fashion after confinement

When the pandemic forced business to close, the fashion industry stopped;The garments of the spring-summer collections were stored in the gloom of the stores;They did not reach the sideboards of the stores and much less to be looked by people.Given this, an unknown arose, was this the end of fashion?

It was thought that yes, because the confinement caused consumers to muddle their priorities to face the health crisis by COVID-19, and the garments were in the last places, so it is so that the business assessment of business valuation Brand Finance estimated that theFashion houses would face a fall of up to 20 percent of their brand value.

However, fashion found a new path and transformed when coupled to the historical moment that passes."Fashion adapts to what we are living and now fashion is practical, very comfortable and very comfortable, which makes you see relatively presented being at home and going out to the supermarket," Paola Pulido, an image advisor andFashion teacher.

In that sense, the covers with multiple designs to combine them with the different outfits and sportswear became a must have in the pandemic.

"There is a term that now becomes a lot of strength, but it has been coming for two years and that people started calling‘ Sporty Chic ’and then changed to‘ Athleisure ’and that trend is very strong.(Refers to garments) that are not leggins or Pans so that you really exercise and sweat it, but are comfortable to go for a walk and are modern, ”he said when referring to these garments that are for general use and not exclusively to practicesports.

According to polishing the brands that already manufactured this style of clothing had a rebound in the pandemic, as is the case of Lululemon that from June to August increased their sales 2 percent, and their online sales fired to 157 percent, Executive Director Calvin McDonald revealed.

Many Sport brands went up and many other brands that did not have Sport began to take it out and have sold a lot because it is the need

Paola Pulido

The designer Alexia Ulibarri is one of those who joined this new current and although she creates luxury garments for contemporary women launched the Au collection, as a way of "evolving and adapting to a new reality.The fashion and luxury industry has changed and has gone to a more utilitarian world, ”said the dressmaker when presenting her proposal.

The collection is integrated from sets in black and gray tones that accentuate the female body and give a touch even elegant to Stay Home.One of the garments that most caught the attention is a single shoulder jumpit to practice yoga, because it is made with High Tech fabrics, but it is fashion enough to carry it in the necessary pandemic outputs and wear a modern look andcomfortable.

For designer Guillermo León, the only Mexican who will be present at the I International Congress on Cristóbal Balenciaga, fashion also changed thanks to the fact that the way we were now socialized now, through video calls, which made people now lendmore attention to your clothing, but only at the top.

"The meetings via Zoom ... Radically change the way we dress, how we understand the costumes at social times," he said in an interview with La Razón.

While we possibly use more accessories and upper clothes and give less importance to things like shoes if we are going to continue at home or we will continue to see our friends on a screen

Guillermo León

El rostro de la moda después del confinamiento

Another way in which fashion houses have responded to the needs of pandemic is to add to their production the covers, which have become an essential accessory to protect us from the virus, since the authorities recommend their use to avoid the propagation of the illness.

From the most recognized designers to small clothing businesses, they have dedicated themselves to the elaboration of this garment.Benito Santos and Pineda Covalín are two of the most recognized firms in Mexico that took out mask collections with simple designs and other fashionistas with sophisticated prints.Even jewelry brands such as Tanya Moss made a change in his business to add covers in his catalog.

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"The covers have taken strength because it is part of the need for feeling protected and has become the fashion accessory," said Paola Pulido.

Under that premise, independent firms have also demonstrated their creative ability to face the crisis and designed transparent covers, some others attached to a Pashmina, among other options, all in order to expand the offer of these masks that became part of the daily outfit of people.

However, the use of this garment impacted other industries, for example, in that of cosmetics and beauty, since, taking half of the covered face, the lipstick became unnecessary and the sales of this product were reduced by up to 70percent, according to local sellers of these articles.

On the other hand, the products to make up your eyes have taken relevance.According to Olivia Iglesias, an expert in Nielsen beauty and perfumery issues in Spain, makeup brands have focused their advertising to eyelashes, as this part of the face is the only one shown to the public.

Pandemia not only came to change fashion trends, but also the way to present the new proposals.Now the parades in which those who congregated the greatest number of people so that they could admire the new designs and then acquire them are no longer an option, because to combat COVID-19 the healthy distance is one of the weapons.

So before the new scenario the fashion industry had to rethink the way to publicize its collections.In April of this year, the most important fashion event in the country, Fashion Week Mexico, migrated to virtual platforms.

“Brincar to Digital was a luck, the designers in all the conditions of confinement made their parades and being designers became YouTubers.We ended up programming a digital event with a thought of a physical event and we were limited and we ended up doing three days with blocks of content, ”said Cory Crespo, director of Mercedes-Benz Fashion Week Mexico.

On that occasion, the event was held from April 20 to 22 and was broadcast through YouTube.The designers showed a more intimate side, such was the case of Armando Takeda, who captivated the audience when talking about how he prepares for a show, what movies he sees and how he is inspired.

Cory Crespo saw this opportunity as an achievement because he assured that before the pandemic, the success of the Fashion Week was measured by the people who went to the event and recalled the occasion when they were 35 thousand attendees.

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But with YouTube, Fashion Week was able to reach many more people.“This year (on the Internet it had) 10 million unique visits, we never had that replay.Takeda was a success because the people who are sailing on YouTube are not the fashion guild that, although it is very important is not so large compared to the new audience we have, ”said the director of the event.

However, fashion is still changing and now the new structure to which Fashion Week Mexico will bet - whose next edition is planned from October 14 to 17 - and other platforms such as Intermoda - it was made from September 1 to 4-, is that of a hybrid model, that is, making presentations with little face -to -face assistance to be able to control health measures and at the same time create exclusive content for social networks.

Intermoda, an event that took place in Guadalajara, presented the parade of Benito Santos this September 1, but instead of a group of models, the designer of the designer Tapatío looked, now it was mannequins who showed these creations to the world.

This is not the first time that you can see such a presentDesigned miniaturely, wearing small mannequins.

In the new era of fashion also arises the idea of reinforcing local consumption to support national designers.The designer Guillermo León said that our way of consuming “is transformed to us to start looking at what is happening in Mexico in fashion, (for example) there are sustainable proposals.The isolation has allowed us to remove the veil from all that and see that there are all these manifestations and proposals and that they are available, ”he said.

The changes that have occurred in the fashion industry, after the health emergency, have led consumers to become more responsible when choosing their garments.

“People are becoming more aware of what they consume about fashion and also in other things, but above all in fashion, and this goes hand in hand with which it is sustainable, that begin to think more about the ecological issue and on the otherPart people are going to begin to look more at the quality of the garment, that is, durability, "said Alejandra Cal y Mayor, Excellent Commerce Luxury Director, the group that brings to Mexico: Ted Baker, Karl Lagerfeld and Pinko.

You are going to invest a little more, but you will want it to be a garment that lasts for several years

Alejandra Cal y Mayor

Under this premise Cal y Mayor said that fashion calendars will change and plan to reduce the number of collections that occur in the year."The fashion calendars are going to change, there will no longer be four or six collections a year, maybe there will only be two and the proposals that are made will last longer," he said.

With this new form of consumption the Fast Fashion will be affected and would also have to reinvent himself to continue in force.

“The Fast Fashion is based on copying a little on what is in fashion fairs, on catwalks.The (signatures) Fast Fashion will have to transform the way they work and start using more durable materials and adjust their prices a bit to remain relevant and remain competitive, ”explained the expert.

Alejandra Cal y Mayor states that the brands that will benefit from this new era of fashion will be those of aspirational luxury and luxury, in these "people will see an added value to the garments because they will last moreTime, maybe they can even inherit things that only thought of jewelry or a super luxury bag before, they will also start to happen with other types of garments or as maybe a jacket or a very classic dress ”,told

During the confinement online sales were fired, the Mexican online sales association reveals that two out of 10 shops or brands have experienced growth greater than 300 percent in the volume of business online sales.

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According to lime and greater this was a sector that saw behind in the country, but the pandemic accelerated its increase and this way of purchase will modify the role of physical stores.

People have already seen or tested the buying via ecommerce then it will transform the role of the physical store, to become an flagship where they will rather live the 360 concept of what a brand is

Alejandra Cal y Mayor

He explained that now both physical and digital stores will be complemented, since in case of visiting the establishment and not finding the right size, the online purchase could be made from the same store to receive the product at home.

"So many physical stores are not going to be needed, you are going to stay with the main or the most relevant and not be in each of the shopping centers," he said.

Finally, lime and greater pandemic became a crucial moment for the fashion industry to question what is working, what not and based on it making decisions to “be more efficient to face the challenges, both this and those thatThey can come later. ”

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