By Savannah Maher
While the world is cooped up inside to stop the spread of the coronavirus, retail stores shut down and online shopping seems to be a silver lining. As of April 14, 110,425 corona cases have been confirmed in New York City alone, one of the world’s greatest hubs of fashion.
The “New Normal” could mean an increase in fast fashion, online shopping, and a new booming market for fashion forward masks. The Centers for Disease Control and Prevention recommends the general public wear non-medical, cloth masks in public places to help slow the spread of the virus.
Traditional Retail Temporarily Closed
Store after store is shut down in New York, the hotspot of the Coronavirus with the most cases in the United States. It is clear that the retailers with the strongest websites and social media presence will have the best chance of gaining a profit during the economic freeze.
Teri Agins from the Wall Street Journal predicts that the online second hand market such as Rent From The Runway and Depop will be a popular go-to for purchasing clothes during quarantine.
The entire country has been locked inside their homes for the past 30 days, the need to replenish clothes may be off to a sluggish start considering there is no need to show an outfit to a date night, party, or restaurant.
Empty Runways and Photography Studios
Fashion is social, with social distancing in place, many designers had to postpone or cancel their 2021 international resort and cruise shows such as Prada, Chanel, Armani, Dior, Gucci, and Max Mara. The Costume Institute at the Metropolitan Museum confirmed that this year’s Met Gala has been postponed “indefinitely”.
Giorgio Armani announced on February 23 that the women’s Autumn/Winter 2020 show in Milan would be free of guests and instead live streamed on its website, Instagram, and Facebook pages.
Influential fashion model Bella Hadid has been working from home. Bella shared a photoshoot to her instagram followers amidst quarantine captioned “Times are changing and working from home has a new meaning… New York for @vogueitalia shot and styled through Facetime by my Quaranqueens”.
New Ways to Interact with Fashion
The fun of trying on clothes in the dressing rooms may be at a current halt however, apps for engaging with style are gaining popularity. The app Forma allows users to try on clothes from the comfort of never leaving their couch.
CEO Ben Chiang of Forma told Vogue its users are spending 50 percent more time on the app and trying to double the amount of outfits during the CO-VID 19 pandemic. The famous opening scene of Clueless has become a reality.
Must-Haves Masks
The CDC recommends wearing a mask if you decide to leave your house, many are choosing to obey with personal flare. Creative masks are not about impressing others, but rather keeping artistic self expression alive during a time of being forced to cover up.
Shirley Raines, founder of beauty2thestreetz stated “We’re still going to come out here and help our community, but why can’t we bring some style and flavor to it? Self-expression has been something that has helped me through my darkest hours. No matter what happens, that’s something about me that will never change.”
Fashion is always Forward
While sweatpant purchases may be temporarily on the rise, the desire to look good will never go out of style. If you can’t financially support your favorite designers by purchasing, support them through a like and follow on social media. Fashion is not ending, it is adapting.
Creator of Box of Style Rachel Zoe says, “Getting dressed every day makes people feel human, and gives a feeling of purpose, even if we are going nowhere as our current norm. I think in an uncertain time such as this, fashion keeps us dreaming of the day when our regular lives of the past become a reality again. Everyone needs to still feel a sense of belonging and community, and the light that only fashion can bring to so many people.”
Euphoric Funk 