Fashion’s new comfort zone

Thirdman / Pexels

Life as we once knew it is back within sight, with some parts of the world already out of lockdown and vaccines promising an end to shutdowns for others. In episode 22 of our podcast, WGSN experts explore what this next normal will look like for fashion.

Over the past year, amid our groundhog existence, we’ve seen sweatpants, puffa coats, wellies and walking boots sell out across the globe, while our heels, tailored workwear and dresses have gathered dust. Tune in to hear our experts discuss the post-pandemic fashionscape for womenswear. How can categories such as workwear, occasion and partywear evolve? What are the opportunities for the outdoor market? And – the big question – what happens next to loungewear?

Comfort is king

“Comfort is king – it’s all about that hybridisation of product categories. Your suit, your jeans, your underwear, bras – anything that normally has structure – it’s about embedding comfort into that. It’s not just elasticated waists, but it’s also lightweight materials for tailoring, for example.”

– Sara Maggioni, Head of Womenswear, WGSN

Andrea Piacquadio/Pexels

Casualisation of partywear

“We’re definitely seeing the casualisation of partywear, especially among Gen Z. People are no longer saving items for special occasions; they’ve started to incorporate them into day-to-day styling through hi-lo compositions. We expect to see separates gain importance in partywear, too.”

– Sofia Martellini, Content Lead, Use Fashion, WGSN

Patricia Santos/Unsplash

Outerwear on the rise

“Both consumers and retailers are putting new emphasis on outdoor products, from outerwear to accessories and also technical properties. This links back to the wider trend of self-care. Mentions of hiking and walking with happiness are in continuous growth for the past month. We’ve also seen new outdoor brands being added to the portfolios of high-end luxury retailers.”

– Sara Gaspar, Head of Data Analysis, WGSN

To hear the full discussion tune in to Episode 22 of our Create Tomorrow podcast, Fashion’s New Comfort Zone on Apple and Spotify.

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