[This article is a piece I wrote as a part of an internship interview process. I thought it was interesting enough to publish here, since it wasn’t published anywhere else. It’s partly edited to fit into this blog. I mainly removed all personal informations. So read away and leave a comment! :) ]

With social distancing in place, we are subjected to change for the next 12-18 months. But what does this mean to fashion?
Quarantine Content
For the last 2 months, we have seen 100% CGI cover from Vogue Taiwan, as well as Zoom/ FaceTime photoshoots from Vogue Italia and Zara campaign. It’s no surprise that fashion creatives will remain to be creative and push boundaries to produce quarantine content. There’s also an influx of designers and brands using social media to connect to their customers. Tibi’s creative director, Amy Smilovic and her team go on IG Live every week to talk about business and fashion styling, Vogue Youtube goes live to interview fashion personalities, and Leandra Medine-Cohen from Manrepeller introduced the hashtag #goingnowherebutfuckitimgettingdressed to highlight work-from-home outfits. This is our new normal. Almost all of our fashion entertainment will have to go digitally. It’s innovative, creative and honestly, probably cheaper to produce (considering how bad the economy is).
I don’t know what’s up with this pandemic that makes everyone feel guilty about material consumption, but it turns out, brands think the same way! Sustainability has been an on-going topic in fashion. However, this time, I think producing eco-conscious products is not the only solution. No matter how sustainable and eco-friendly the products are, the fact of the matter is, they could still be producing too much products. Do they produce enough to sustain the business or is it too much that it still ends up in landfill? I believe this approach will remain to be relevant post-pandemic. Yves Saint Laurent already announced that they will skip Fashion Week and focus on releasing collections driven by creativity. For the past few years, we witnessed a big increase in “drops” or “capsule collection” or “pre-season collection”. Who really needs to see a Pre-Fall, F/W, and Resort Collection all in one year? Fashion on its own, is already considered materialistic, and we as consumers pushed that narrative until it became so tiring. Our new normal should be about focusing and appreciating craftsmanship and only produce products that matter.

I think we can all agree that in the next several months, we will see drastic changes in the way we consume media and material things. The boom of digital media is nothing new but magazines and editorials will surely adapt and adopt concepts as we progress post-pandemic. I’m excited to see technology play bigger parts in fashion. Most importantly, I’m excited to see how this industry can withstand this situation and how it will adapt just like how it has always done throughout history.