How fashion's post-pandemic future could be digital:
, we’ve all been forced to turn to the virtual world. Fed up of Instagram Live feeds, home workout videos and Houseparty? Tough! Temporary as our quarantine may be, its impact on our lives will last far beyond these next few weeks. For better or worse, self-isolation seems to have been the final push the nation needed to fully embrace life dependent on digital infrastructures.
In a week where high street mainstay M&S revealed they cancelled £100m in clothing orders due to coronavirus, andare said to expect sales in the final weeks of the financial year to fall by 80%, prospects for IRL fashion retail look pretty bleak. It doesn’t take a genius to realise that few people are going to spend their quarantine copping new season.
Granted, there’s already a notable level of digital integration in our sartorial lives. Instagram statistics show that 95 million images are uploaded everyday, and that fashion dominates the proportion of accounts on the platform used to promote brands. And, as the current pandemic has shown, consumer habits are quickly and easily adaptable during periods of flux, with brands sold on Amazon reporting a 47% increase in sales in the latter half of March.
Such a shift would, of course, encourage a radical rethink in how designers approach their practice. There would be heavy emphasis on rendering images, as opposed to traditional pattern cutting, which could advance design beyond the capabilities of physical manufacturing. “I find the consumption of images very intriguing, as at this moment, designers can’t be tactile with prototypes.
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