It’s not just workplaces, homes and relationships that are changing – the pandemic has turned entire industries on their heads. The tourism industry has been particularly badly affected, while the fashion sector has been hit in several ways: closed factories, closed shops, disrupted supply chains. The fashion merry-go-round came to an abrupt halt. There was a dramatic shift in demand: cosy jumpers instead of party outfits, yoga pants instead of high heels. Many people had bigger problems than picking a new look. Many didn’t know whether they could or should even afford that new jumper.
International consultants McKinsey had already clocked this impact a month after the pandemic started. Achim Berg, expert for the fashion and luxury goods industries at McKinsey, predicted in April 2020 that corona would accelerate change in the fashion sector. He wrote that this change would include a rising antipathy to business models that produce a lot of waste, and that it would raise expectations for sustainable action and digital change. The crisis opened up an opportunity for fashion to reshape the industry’s value chain, believes Berg.
In the past few months, many have come around to this way of thinking, including customers and experts. Fashion has taken on a new significance for consumers: where it is made is becoming a major factor; its significance and usefulness are being scrutinised, as is the frequency with which we make purchases.
Industry experts like Jefferson Hack, co-Founder and CEO of DAZED Media, swiftly pointed out that we need a new fashion world. “We need to build a new fashion system that is ethical and equal, and empowers young people”, he said in the Guardian. The editor of US Vogue, Anna Wintour, said almost ruefully: “It is an opportunity for all of us to look at our industry . . . and really think about the waste and the amount of money and consumption and excess that we’ve all – and I obviously include myself in this – that we’ve all indulged in. We really need to rethink what this industry stands for.”
Change has long since begun – in our minds and in those of the industry’s movers and shakers. The one thing we need to avoid is being paralysed with fear or simply waiting for the old world to return. We should be slashing our tethers, running free, taking action and bringing about change. Dare to voice new ideas, even those that are long overdue. And to push forward the good ideas. To join forces and work together. Don’t waste this crisis! We may well end up wearing jumpers and T-shirts for a while before returning to blouses and blazers. Who knows? And we’ll probably wear that particular jumper for longer, too. What’s not to like about that?
But one thing is certain: we will wear better jumpers and better blouses. And one day we’ll be able to party again, perhaps even to rejoice in this aspect. We’ll don our organic dresses and get super physical – what a celebration!
