The Fashion of Tomorrow

The pandemic that we are living nowadays is naturally leading us to rethink about our lives, works, our relationships with people and more in general, the way our world is shaped.

Obviously, when it comes to deal with such a deep and unexpected change, everyone finds him\her\themselves in the position of rethinking about them and the world we are living in.

It is quite hard to think about what the future will look like while people all around the world are still dying daily and the lives of millions of people have changed dramatically, but it is crucial for us to try to think about what the future will look like.

Every single industry is now facing a very challenging condition, from the world of entertainment that had to stop its productions to the worlds of restaurants and wellness and the world of fashion is not exempt from this.

The fashion industry has always appeared to be a massive and invincible force which was able to collect billions and billions of dollars every year, entertaining the whole world with its extravaganzas.

However, the Covid-19 crisis has drastically effected this industry too.

From a structural point of view, the ever faster world of fashion will be ‘’obliged’’ to slow down: designers and creative directors will focus on quality goods and deeply inspired moods that will accompany us all year long; short-lived trends will no longer be seen on every runways from London, Milan, Paris or New York.

We will go back to a more timeless kind of fashion, meant to stay forever.

The way in which clothes are shown must change too. Crowded fashion shows can no longer take place, with people coming from all around the world staying in a small place next to each other for 20 minutes straight, runway shows have to change inevitably.

Fashion brands should move everything online even more than they were used to do: brands should start doing digital and more interactive presentations. The art of storytelling will be the only key the keep consumers engaged and interested.

Giacomo De Maggi.