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August 30, 2021

Impact of COVID-19 on the Fashion Industry

Throughout the COVID-19 pandemic, it has become evident that no industry has come out of it unscathed. And with possible projections for future outbreaks, it can be overwhelming to estimate how various industries will continue to adapt to changes. The fashion industry, in particular, has seen an onslaught of adjustments as a direct result of the COVID-19 pandemic.

The fashion industry is no stranger to change, but the pandemic certainly brought a level of adaptation that has not been seen for decades.

How Did COVID-19 Affect High Fashion?

High fashion often releases innovative designs that precede many viral fashion trends throughout the world. Although manufacturing was put on a halt in the early stages of the pandemic, it did not stop designers from reimagining the classics and even creating high fashion out of current protective gear. Take into example the trikini, a two-piece beachwear set completed by a matching face mask. The face mask isn’t something that is new to the high fashion world. In fact, it has been showcased on the runway before. However, designers saw the pandemic as an opportunity to introduce the face mask and other personal protection equipment more glamourously to the world of high fashion.

How Were Fashion Events Impacted By the Pandemic?

The fashion industry thrives on social events like runway shows and exhibits. With the number of lockdowns faced throughout the world, this aspect of the fashion industry had to take a backseat throughout the COVID-19 pandemic. Rather than presenting designs in front of a live audience, designers have had to think of innovative ways to introduce their work in a high fashion manner. Whether creating digital fashion shows or utilizing other technological innovations, the fashion industry has adapted to a digital runway, though the industry as a whole yearns for the return to pre-covid days.

How Did COVID-19 Shift Consumer Patterns in the Fashion Industry?

While the fashion industry is highly dependent upon the creativity of designers and fashion moguls, it also is often shaped by consumerism. With many storefronts having to be closed throughout lockdowns, however, consumer patterns have shifted immensely, directly affecting the fashion industry. The average consumer has shifted from in-person browsing to online shopping. The internet has become a significant distribution channel in the fashion industry. This has had its pros and cons, one of the biggest pros being the accessibility of an online shop that is not limited to hours of operation. However, the influx of online shopping also had effects on the supply chain, which led to many backorders and distributors running out of products.

Even with these profound changes being thrust upon the fashion industry, it has continued to thrive and survive. However, much of that adaptability can be attributed to the passionate designers in the field who have continued to create amongst themselves. Though it can be said that COVID-19 had an enormous impact on the fashion industry, it can also be said that the fashion industry has continued to define itself rather than let outside circumstances define its future.

Doaa Dashoush is an experienced businesswoman in the fashion industry. She currently serves as the President and CEO of G|FASHION, a global luxury brand currently based in New York City. G|FASHION prides themselves on their unique approach to the industry. They don’t follow trends set by others. The Luxury brand focuses on innovative design through their work with the top designers on collections that reflect the company’s craftsmanship.

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