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The New Fashion Norm

The New Fashion Norm

Written by The Strategy

Life as we know it has completely changed since the world was hit with COVID-19. Face masks are the worlds hottest accessory, we’re more conscious of frequent hand washing, and most are now working from home. As a fashion and lifestyle website, we’ve had to get used to a new normal too. Stories about travel and resort wear that we had planned for S/S2020 are no longer relevant, and trends that were predicted on runways this past fall are not what people are actually wearing. As The Strategy editors discussed our upcoming editorial calendar, we realized the fashion industry that we knew in February, is completely different to the one that exists now.

Here’s what we know to get you acquainted with the new fashion norm:

  • Influencers’ curated travel Instagram posts are now replaced by WFH looks and other relatable quarantine content. Where we once followed influencers for their BTS fashion week adventures, or glamorous vacations, we now look for their banana bread recipes, and what matching track sets they are wearing that week.
  • Couture factories have been converted to hand sanitizer factories, and every brand (big or small) is offering a face mask option. Many brands are also helping to quell the quarantine fatigue with activity sheets and social media challenges.
  • FaceTime photoshoots are the new alternative to crowded on-set photoshoots, often at exotic locales. The movement began with Bella Hadid’s Summer 2020 Jacquemus campaign, and is used now by almost every magazine.
  • As less people are on the streets, billboards are no longer effective forms of advertising. Major brands are making the switch to social media advertising.
  • Many brands have had to file for bankruptcy, including Neiman Marcus, J.Crew, and John Varvatos.
  • When it comes to the new fashion calendar, many brands, like Saint Laurent, are withdrawing from the official calendar. Gucci is making the decision to present only twice a year, as opposed to 5. Other brands are considering alternatives to fashion shows all together, with many looking to show on platforms like Instagram and YouTube.
  • Saint Laurent is not presenting in any of the pre-set schedules and will create it’s own fashion calendar.
  • Camera Nazionale Della Moda will be revealing a July calendar of digital fashion shows.
  • Many publishers are pushing their September issue release dates from August to September.
  • Paris Haute Couture F/W 2021 will be digital from July 6th-8th
  • The British Fashion Council announced that men’s fashion week will move forward as a co-ed digital week
  • Michael Kors has opted out of this Septembers NYFW; instead, he will present in mid-October/mid-November.
  • Sies Marjan has decided to close its doors for good after a four-year run.

Update – 06.22.2020

  • Burberry will have a co-ed digital event September 17, 2020 for their Spring 2021 collection.

Update – 06.23.2020

  • Dior will be the first fashion brand to return to the runway. July 22nd, Dior will present it’s Cruise 2021 Collection in Italy
  • Burberry will present it’s Spring 20221 collection through “an immersive show experience set in the British outdoors”

As more changes are made, we’ll keep updating this post, so be sure to keep a close eye on this space!

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