A New Era for Fashion: What is Changing?

“Don’t be into trends. Don’t make fashion own you, but you decide what you are, what you want to express by the way you dress, and the way you live.” Gianni Versace

Doesn’t it all come down to this? Wearing what you want to wear, what defines your personality and makes you feel great in your own skin?

That’s what’s happening now due to the pandemic. Most people are looking for more comfortable clothes, as being fashionable isn’t the first thing in mind.

But even the pandemic isn’t powerful enough to put a stop to fashion. The industry keeps evolving, and it’s rapidly adapting to a shift in consumer behavior. Here are the four ways fashion is changing right now.

Comfort Clothing

With almost everyone cooped up at home, it’s not surprising people need more casual clothes. You’re not going to wear dresses and heels while lying in bed all day, are you? You’re going to wear T-shirts, sweaters, sweatpants, hoodies, and, of course, pajamas.

Many fashion experts actually believe that this is a long-term trend that a lot of people will follow even when the world goes back to business as usual.

We may very expect comfort clothes to find their way into various styles of fashion photography, as soon as big fashion photo-shoots can safely take place.

The Broken Supply Chain

The pandemic has been wreaking havoc in the fashion supply chain. There’s a growing demand for faster delivery and lower prices, which puts a lot of pressure on manufacturers and retailers. Retailers cut the margins, forcing manufacturers to cut wages.

But there are also many canceled orders and returns, and many manufacturers are not able to invoice until the successful delivery of their clothing items.

However, the coronavirus helped tackle the overproduction in fashion too. So, it’s not all doom and gloom.

As Lockdowns End, Demand for Online Shopping Inflates

As lockdowns end, people gradually start shopping for fashion items again. However, they mostly shop online, so brick-and-mortar stores around the globe are struggling to survive.

Responding to the new demand, fashion brands are increasingly going digital. Zara is closing more than 1,000 stores around the world to focus on e-commerce, as its online sales spiked by 95% over the recent months.

According to a Coresight Research prediction, between 20,000 and 25,000 US stores could shutter in 2020. We’re definitely going to see more closures, but as online sales keep surging, we’re also going to see more fashion retailers turning to digital solutions.

The Question of Sustainability

In the wake of COVID-19, sustainability has taken center stage. People have realized just how fragile they are and how our beloved planet must stay healthy for the good of all mankind.

As the fashion industry is one of the largest polluters in the world, a growing concern among consumers is fueling an increasing demand for sustainable apparel.

Consumers will be looking for sustainable fashion brands for many years to come. So, those looking to secure revenue streams will come out of the crisis as the biggest winners.


We have yet to see more changes in fashion in the coming months, but we’re optimistic about the industry rising to the challenges and surviving the global crisis.

In the meantime, you can have a fashion photo-shoot at Elements Productions – of course, in perfectly safe conditions. We follow the health and safety practices during this challenging time and guarantee a lovely experience that will result in breathtaking photos. Contact us anytime to book your photo-shoot.

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