The coronavirus pandemic has sent shockwaves through the fashion industry, but even when lockdown is eased, and what people are calling the ‘new normal’ begins, it won’t be business as usual. In fact, The Council of Fashion Designers of America (CFDA), and The British Fashion Council (BFC), have released a joint message calling for wide-reaching and permanent changes to be made.
According to the statement, the pandemic presents an opportunity to ‘rethink and reset’ the way the industry works. It starts by encouraging brands, designers and retailers, many of whom generate too many deliveries and too much merchandise, to simply ‘slow down’ and become more mindful of sustainability. This means creating less but better quality product (i.e. making things of value that consumers will cherish).
They also recommend that designers focus on two main collections a year and deliver clothes so that they’re in sync with the current season. This chimes with an open letter to the fashion industry, started by Dries Van Noten and signed by hundreds of designers, that calls for autumn/winter season to be put back in winter (from August - January) and spring/summer back in summer (from February - July) so that, logically, coats are available when it’s cold and swimsuits when it’s hot.
The coronavirus has temporarily put a stop to fashion shows, with London Fashion Week showing on a digital-only platform next month, but this joint message suggests that even when non-virtual events can resume, brands should show within the regular fashion calendar. This will stop buyers and journalists travelling excessively and reduce every individual’s carbon footprint significantly.
While the pandemic has made these talking points priorities, many have been simmering for some time now. Let’s see how the industry reacts.
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