Just what will become of fashion post Covid – 19? This period of life will certainly be remembered in history undoubtedly. It is our faceless world war. As it has brought the world to its knees in every way possible, it has also in a twisted irony brought us closer, even though we have been isolated and apart. We have supported one another, possibly grown more compassionate, been made to slow down taking time to ‘stop and smell the roses’. We’ve also had to learn the meaning of patience and to become more understanding of our environment. But what happens now?
The fashion industry was already fractured and calling for a much-needed change. A lot of what was common practice may no longer be the case. Runway shows may not be as elaborate and detailed. Viewings of collections more intimate, sourcing of textiles and fabrics more stringent and diverse. There may be other ways to make the brand work more feasibly. Maybe for a while or maybe forever.
Gucci’s Alessandro Michele, announces on Instagram the major changes to the label, declaring that the number of showings per year will go from five to just two and will present diverse and seasonless.
“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call, said Alessandro. “We will meet just twice a year, to share the chapters of a new story. Irregular, joyful, and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes, and communication platforms.”
“It will be the time when we learn to listen for the sound of the forest growing, at night.”
Online shopping, which had already become a mainstream way to buy for the consumer, has been the only source of buying during the lockdown. But what happens to good old-fashioned bricks and mortar? Is this going to be totally obsolete? Online has been the most convenient and cheaper way of running things, but at what cost? I love casting my mind back to when strip shopping and going into the city to shop or big shopping centres what a full day out, an expedition.
There was a classy air about going to certain destinations with great boutiques, trendy cafes, and bars. It went hand in hand to do both. But as shopping for bargains and having convenience became the ‘new black’ the humble store/boutique and the trendy strip began to dwindle and slowly but surely the days of shopping have become lacklustre and less than.
So now as life returns and so do the stores, does this mean that perhaps in lieu of being locked in and refined to our homes, we may see a resurgence in strip shopping? I certainly hope so. I am a fan of actual retail shopping. Not a fan of online, as the act of shopping is not only therapeutic you actually have the time, space and freedom to explore at your leisure and touch the item, try it on and get a real sense of whether it is you.
Strip shopping also is about interacting, engaging, and connecting with others. Something that online shopping just doesn’t give you. There is also exclusivity and the ability to engage with an instore stylist.
It does remain to be seen how designers and boutiques will continue to engage. Some designers may operate more from home as opposed to warehouse fixtures or leave the warehouse operations only for viewings. Boutique hours may differ, or designers may sell from smaller premises. It is all still yet to unfold. I still believe that the good old-fashioned way of shopping will never die. I believe things will change for the better after the world recovers from this virus. The fashion industry will change for the benefit of the environment and for the consumer.
Runway shows may continue to live stream and be intimate. Maybe this was meant to be as the world was ready to change. Change we hope for the better. Here is to fashion and the next frontier. After all, post-war is when the most creative visionaries create. Coco Chanel and Christian Dior took fashion to the next level after the war ended in 1945. If they did it then. We can do it now.
Get out there, get shopping and most importantly support Australian designers.
Written by Marisa Ferraro
Edited by Melinda Sullivan
Images sourced from Instagram @GUCCI
