As The First Digital London Fashion Week Starts, This Is What Fashion Will Look Like After Covid-19

The coronavirus pandemic has left the fashion industry reeling. Small businesses have been pushed to the brink of survival, while consumers are examining their relationship with their clothes – and whether it should change. We don’t have the answers, but we do have questions.

Follow and champion them on Instagram Connection is priceless. ‘Hearing a stranger say that your tireless work in developing sustainable fabrics is rewarding and valuable and inspiring is a huge boost,’ says Richard. ‘We sometimes forget that behind small brands are real people, who often work in isolation and struggle to find validation, so having those little encouragements can be a massive boost when much needed.

Unfortunately, a crisis is never gentle. This pandemic has brought the veil down. In the fast-fashion sector, orders are being cancelled with brands refusing to pay and millions of garment workers are being hung out to dry. Being stuck at home is making us rediscover values we’ve lost and reassess our priorities. Have we been missing the clothes that we bought just to throw away? No. What we’ve been missing is the people we haven’t hugged, friends, going to the cinema and theatre. We’re not missing buying crap. In fact, we are all realising how we can survive without that. So, we’re becoming really, really creative. This has given us an opportunity for transformation that we needed.

I don’t think we will have ‘normal’ fashion weeks until next year. That’s because travel may still be restricted and budgets will have been cut massively, but also because we will have got used to doing things virtually. That said, I do think there will be – presuming we are out of lockdown – some physical events in September. But those will be incredibly considered and focused on product, creativity, brand DNA, taking a lead from the storytelling in June and taking that into September.

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