What are you wearing in your living room? The kitchen? The bedroom? These common questions are found on social media by companies creating connections with their audience in Lockdown.
Lockdown Impact
Quarantining is helping online engagement between brands and consumers go up and internet activity is higher than ever. Businesses always are created with the goal of connecting with consumers, but now this is what they have to depend on the most.
Mobile devices are at the center of entertainment and social distancing. Talking about social media almost always includes influencers. At a time like this, influencers are playing a key role in lockdown fashion during the quarantine.
Lockdown Fashion
Means that you’re dressing to stay inside. Influencer activity paused when quarantine was first put in place, slowly it’s return included home fashion and sponsored posts. It was a split between loungewear and head to toe looks that showed the comfort of influencers in their home.
They also took styling to Instagram lives and IGTVs alone or with friends as a way of paid promotion and brand content.
For non-influencers, Instagram still is about appearances. People are finding ways to post content. Some result in posting pictures from past experiences and trips and others head to sales to show off new clothing.
Recently, #homecouture became a popular hashtag on Instagram created by George Serventi. It gave everyone an opportunity to recreate their favorite runway looks using items from home like toilet paper, cardboard, etc.. creating an environment where everyone could be together. Some looks chosen were from Alexander McQueen and Comme Des Garcons.
During this pandemic, the positivity of ordinary people is greater than before. Keeping yourself sane is an important conversation that’s still ongoing. Routines are encouraged and getting dressed is emphasized.
Some people may not understand why people are getting dressed at home. Here are some scenarios. Colleges moved online when the virus became a pandemic. Classes took place on a program called Zoom, a video conference space.
Students who are tailored to getting dressed to head to class for the day can now do the same thing for a Zoom session. Along with colleges, most jobs have taken the same route, depending on online conferences. Interestingly enough, places like Walmart are selling a high amount of work shirts but not pants.
This is related to the idea that workers are dressing business casual on top and wearing pajamas for their lower half since it is not visible during conference calls. Just as some people create their home office out of what they have, the same energy is used to find clothing that will keep them motivated throughout their day.
During this pandemic, the positivity of ordinary people is greater than before. Keeping yourself sane is an important conversation that’s still ongoing. Routines are encouraged and getting dressed is emphasized. Some people may not understand why people are getting dressed at home. Here are some scenarios.
Colleges moved online when the virus became a pandemic. Classes took place on a program called Zoom, a video conference space. Students who are tailored to getting dressed to head to class for the day can now do the same thing for a Zoom session.
Along with colleges, most jobs have taken the same route, depending on online conferences. Interestingly enough, places like Walmart are selling a high amount of work shirts but not pants. This is related to the idea that workers are dressing business casual on top and wearing pajamas for their lower half since it is not visible during conference calls.
Just as some people create their home office out of what they have, the same energy is used to find clothing that will keep them motivated throughout their day.
This situation is allowing time to reevaluate the practices that businesses operate on while they lean on lockdown fashion. We wonder if the fashion industry can rebuild itself sustainably.
Before this pandemic, sales for sustainability started off high at the beginning of 2020. Since the world stopped, sustainable brands are suffering just as much as others. It may be even harder for them to get back on their feet. The huge sales that are promoted don’t seem to be coming from these brands. It’s an overshadow of sustainable brands. Income for people has stopped because of closed down businesses and quarantine.
Fast fashion usually has low pricings, with a sale on top, people turn to these rather than sustainable brands. It gives them much more to worry about and how to stay in business. April will see the creation of this conversation that will bind the fashion industry and people together with Worldwide Talks created by Fashinnovation.
This partnership with the Consionsious Fashion Campaign will be an international representation of how this crisis is affecting the supply chain and adaptation during this time.
The center of this conversation will be the Sustainable Development Goals. In 2019 the United Nations created the 2030 promise which is led by the Decade of Action. It includes 17 goals that find sustainable solutions for issues like poverty, gender, climate change, and more.
Worldwide Talks has an ongoing list of 80 plus speakers for the 2-day event. As the list increases, people like Diane Von Furstenburg, Carry Somers, and Guilio Bonazzi have decided to join this conversation. During such a crisis, these talks will help bring positivity through the screens of devices.
This is something to enjoy in our lockdown fashion, watching the unity of worldwide workers in the fashion industry. This quarantine has made us more aware of the world we live in. It shed light on every industry that exists and pointed to the issues that are in need of fixing.
As we know, our generations have never been in a situation like this before. Rather than entertaining ourselves, we look for things to entertain us. We see consumers adapting to online sales as a way of dealing with boredom or even stress.
Lockdown fashion helps those who are looking for comfort in their own homes and allows them to join a community of other people expressing this. They want to appear happy to others in things as small as conference calls or social media appearances.
In all, these do affect the sustainable fashion industry, some even forgetting to show the same support. We highly encourage you to join Worldwide Talks on April 20th and 21st. The event is a crucial reminder to ourselves of what is important here.
The bigger idea is how do we move on and improve our future. We have to tackle these issues now. Find more information about Worldwide talks at blog and subscribe to the newsletter. Enjoy other articles and don’t forget to share.
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By Jada Carter
