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Physically apart, virtually together: the rise of ‘seasonless’ fashion

virtually together

The pandemic has undoubtedly shifted the fashion industry in more ways than could’ve been anticipated. With fashion weeks shifting from physical to virtual, in-store shopping being a memory of the past and many people left in fight or flight mode, savouring every dollar for necessities. With everything around us changing at such a rapid pace, it has been slowness and stability that we crave. As consumer need to impulse buy pieces for special events of occasions plummeted in 2020, there became a heightened focus on the longevity, timelessness and sustainability. Settling into the new year, many brands have become acutely aware of these changes which has been reflected in both production and marketing. Brands who are able to leverage creativity and the promotion of global health, safety and sustainability simultaneously are ten steps ahead of those who are not.

The rise of ‘seasonless’ fashion has emerged in AW20/21 and SS21 collections in a movement of enforced reflection as a result of the pandemic. Seasonless collections essentially, don’t adhere to the traditional fashion calendar and instead, base collections predominantly on what their customers want and need, and on how they are now dressing. Whilst this certainly gained traction in the past year due to people leaving their homes less often, it has also been perpetuated by the conscious push toward sustainability. In the past 30 years in the luxury market, brands have gone from producing two seasons annually to producing five or more, bound by the constant expectation of ‘newness’. Not only are seasonless collections beneficial to suit the different global climates and temperatures, but they allow for consumers’ wardrobes to work harder all year round. Gucci made the decision early last year to produce just two ‘seasonless’ collections annually, after sales plummeted 23.2%. As the largest and most profitable brand in the Kering luxury group, this held a powerful sentiment of sustainability and will assist in the push for fast fashion outlets to produce less. Now more than ever, buying something from a brand is not just buying a product, it’s buying an experience that holds value not only for how it is made, but for what it represents.

Edited by Kaija Love 

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