[Thread] How COVID-19 might change the fashion industry:

A shift in fashion consumption habits is far from the most seismic consequence of the pandemic we are currently facing, but in an industry that was desperate for an overhaul before the crisis, it is worth discussing.

we were at the start of a paradigm shift in the fashion world, with businesses trying to become more sustainable and more transparent. This is largely due to increased pressure from more educated (and morally conscious) consumers, but also from lobbyists and legislators.

Fashion is expected to be the most badly hit of all the retail sectors. The first wave of this pandemic has the immediate effect of getting us all as consumers thinking about the meaning of the word ‘essential.’ People have realised that much of fashion is performative...

We wear things to be seen. Often, we wear things for the almost exclusive benefit of other people. Many of us are sitting on wardrobes filled with clothes that we accumulate as the result of our frivolous spending and social habits.

a number of people will take this time as an opportunity to clear out their wardrobes. The normalisation of resale stands to benefit not only online selling platforms, but also companies like Enviroclothes that operate in larger quantities to recycle scrap textiles.

We are going to re-examine our emotional connection to the clothing we have. It will not be a straightforward transition back into regular consumption.

the devastating financial impact of the crisis means we will have less disposable income across the board. We will think about buying clothing in terms of what we want to invest in for the long run - craftsmanship and quality become priorities.

Those who can't may turn to rental options. Companies such as @HURRCollective that up-end the idea that we are the proprietors of a wardrobe, and instead that we are the temporary guardians of our garments. In the short term, they will struggle, being largely events-led.

But if they can weather the storm, they stand to benefit from these subtle shifts in consumer attitude. Clothes swapping parties that blend a social element with sustainably replenishing our wardrobes will become a Friday night activity of choice.

Businesses that are encouraging us to recycle our existing wardrobes like Vestiaire Collective and @hardlyeverworn stand to profit. Clothes can have second, third and fourth lives and continue to provide enjoyment for their new owners - and generate some income.

the fashion world has to accept that it is a joyful 'optional extra' in the lives of many. We are not essential and we will have to rely on creativity, craftsmanship and innovative experiential retail to transform the way we feel about ourselves, and the world, to overcome that.