• Eric Gomes de Sousa

Fashion so far during the pandemic

Updated: Apr 6, 2021

Just over a year has passed since the start of the coronavirus pandemic and whole lot has changed: tourism shrunk into a shell of its former glory, hospitality collapsed, office employees sip on liquor or wine in their pyjamas at work and hospitals haven’t recruited so many health workers so quickly since the plague. Okay, I don’t know about that last one, but you get the point.

Something we have all grown used to is wearing face masks. They became so popular (voluntarily or otherwise) towards the second half of 2020 brands jumped on the branded face mask ship faster than lightning. I’m not going to lie, as protective as they are, wearing them sucks and here’s why - you want to look good, now you can’t. There, I said it. But good news, we have the solution is here:

You have to keep things simple. Wear this outfit and we can open the bars, the malls and holiday hotspots, thus make life great again. Flex on your drip and make your statement to the world. And if you think you won’t be able to hear each other, then just shout. Want to go home with each other after a date? Then agree to quarantine together for two weeks. Don’t they say you don’t know someone until you lived with them? I can’t think of a better way to get to know your next romantic partner. The virus will eventually die off and we’ll get back to normality in no time. There you go, I’ve just given you the quickest solution to the pandemic. For more info on the bubble suit, click here.

But back to the main topic. The fashion industry was not spared either. High street retail paused, with many shops closing down, but those that had an online presence (or built one quickly) adapted to the change and have survived; some have even grown bigger. It’s no surprise really; everyone knows everything is done online, fast. People have placed orders online like never before and retailers are hiring warehouse workers left, right and centre to keep up with increasing demand. On the social media side of things, fashion influencers have been more creative than ever on Instagram and TikTok, inspiring millions of fashion lovers on trendy wear and cool photo poses. Brands are flocking to them like birds for added exposure too. I guess it’s good for business.

I have noticed that more and more brands are offering “buy now, pay later” shopping options so buyers can try before they buy or “pay in interest-free fixed instalments” through payment providers like Klarna, to help you avoid breaking the bank. Klarna lets you split your payment in three weekly instalments, so if you’re buying a £99 jacket, you only have to fork £33 each week, which for some of us can be helpful in managing our finances and still treat ourselves. This means that more people can access price points they weren’t able to access previously. All we need now is a simulator to let us shop in virtual reality (calling all my fashion tech people).

With that said, what does the future of fashion have in store for us? One thing I love when shopping is flexibility: having multiple options like different speeds of delivery and payment methods makes the experience much better. I know it’s a small thing but it makes a huge difference, and these are needs I didn’t know I had. I don’t think VR goggles nor a highly immersive simulator can completely replace the physical experience of going shopping but that as an added option makes the online shopping experience better. I’m certain we’re not far from this future at all though, what do you think?

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