Fashion designers are now creating outfits specifically for video calls, a trend accelerated by the coronavirus pandemic.
Both Milan and London Fashion Weeks have highlighted a “waist-up” approach, with a focus on detailed necklines and comfortable trousers. Prada, for instance, showcased its logo prominently near the collars of tops and featured oversized coats draped around the shoulders like blankets.
Prada stated that its designs were inspired not by Zoom but by the evolving relationship between people and technology. “Fashion responds to reality,” said Miuccia Prada, the head designer at Prada, during the brand’s virtual Milan fashion show. “During the lockdown, I realized the profound impact technology has on us and how it has become, in many ways, an extension of ourselves.”
Commentators said smaller heels showed a move towards comfort
Jane McFarland, fashion director at The Sunday Times, commented on the collection, saying, “The tunic tops and roll necks, featuring the brand’s iconic triangle logo prominently below the neckline, are sure to stand out during Zoom calls.” She added, “This year has emphasized ‘waist-up dressing.’ With so much time spent on video conference calls, the upper half of our outfits has become far more important than the lower half.”
According to analysis by the Boston Consulting Group, luxury fashion sales worldwide are expected to drop by approximately 35% this year due to store closures and lockdowns. In the UK, clothing sales fell by 34% in March, as reported by the Office for National Statistics (ONS), reflecting the industry’s ongoing struggle to attract customers.
Fashion is mirroring historical and economic shifts through current trends, according to textile expert Lynne Coleman. “Designers are reflecting our current lifestyles in their creations, which is why we’re seeing logos placed in new, unexpected locations,” she explained. “Having been indoors for so long, people are eager to express themselves.”
Amid the pandemic, Boohoo has experienced a surge in sales of tops and joggers.
Fashion critics have observed a rise in the popularity of jewelry, while sales of handbags and shoes have declined.
