The pandemic, the economic crisis and UN warning about the beginning of the environmental emergency have caused serious changes in the fashion industry.
The brands and people are becoming more Eco responsable. The big brands such as Balenciaga, Coach, Marni have experimented with recycling. Miu Miu launched the Upcycled collection, an exclusive capsule of 80 unique dresses altered from vintage garments that were selected from vintage stores and flea markets around the world.
Trend setters also support this fashion tendency, they encourage to buy less and do it more thoughtfully. People prefer to shop at flea markets and buy secondhand things. The most creative ones give preference to upcycling. The re-use of things and giving them new functionality can be considered as a real wearable art, where each piece is unique.
In the age of the pandemic, big brands have to survive and a very interesting trend emerged in 2021 year and will continue in 2022: the collaboration of major brands, such as Gucci and Balenciaga, Versace and Fendi. No more competition, but only a mutually beneficial partnership.
Another important trend is the focus on digitalisation and mastering different technologies. For example, creating a virtual model for advertising, as Prada did.
The most amazing phenomenon of our time is virtual Influencers. The most popular today is considered to be Lil Miquela from Los Angeles. She has 3.1 million followers on Instagram, she collaborates with Prada, Off-White and Vetements brands, gives interviews to Vogue magazines, shoots music videos together with live girls.
There is also a growing interest in digital fashion and NFT.
3D clothing models became a new way to express yourself without harming the environment. One of the important advantages is that no physical resources are needed for virtual clothing. This trend has every chance to enter our lives just like “masks” on social media.
NFT is an acronym that not everyone understands yet, but many have already heard about it. It is the future that we are getting closer to: adidas has released charity NFT-collections, Gucci has released an NFT-video for the 100th anniversary and the drop of the joint collection with Balenciaga this spring. And this is just the beginning!
For fashion brands NFT is first and foremost about connecting with the next generation of customers. And today we can only have a little peek into the keyhole of the near future and imagine what the fashion industry will be like.
Photos credit: vogue.fr , Miumiu.com , Replicant.fashion , Blockworks.co , trendland.com