22.02.2020
Article Article Medium

Coronavirus is a new trend of the year

How the disease has incluenced on the fashion industry

Reading time 3 minutes

When you enter the subway, citizens with masks on their faces surround you. When you scroll through social networks, you notice numerous memes about the coronavirus and the end of the world. We follow the covenant of Joan Rowling: “Fear of a name only enhances the fear of one who wears it.” Masked people went outside, but they won’t save your lives.

Coronavirus is a serious disease, a cure from which will be found in the near future. We hope. In the meantime, it not only affects the body, but also influences on various areas of life. For example, coronavirus is ruthless to the fashion industry. Shanghai Fashion Week has been postponed due to concern of the organizers. It was supposed to start on March, 26th. New dates have not yet been announced, but it is already mid-February. We remind you that Fashion Week is a large-scale event and it takes time to prepare for one: you need to book locations, arrange with coordinators and look for venues for an after-party. A month before the start, a lot of people have already been involved and the  designers take care of their health.

Marine Serre show 19/20

The economic component is an equally important indicator for the organizers. According to Kommersant, a relatively small number of Chinese buyers were recognized at London Fashion Week. This fact worries brand founders a lot. Ralph Lauren, Burberry, Nike, Capri fashion house, which owns brands Michael Kors, Versace, Jimmy Choo and others, have closed many of their outlets in China, as well as they reduced the opening hours of the remaining ones. The ProFashion portal claims that Ralph Lauren sales will fall to $ 55-70 million because of the epidemic during the fourth quarter of 2020. While looking for a way to survive possible losses, two large conglomerates LVMH and Kering, as well as other fashion companies donated over $ 2.88 billion for the vaccine’s research.

Marine Serre Ready To Wear Fall Winter 18/19

Despite the financial torubles, coronavirus made another problem visible – the popularity of various things that hide faces. Robbers have never been so in vogue. Lots of magazines, for example, Fashion United, call medical masks a new trend of the season. A curious fact is that fashionistas or sincerely frightened individuals buy rolls of masks from Aliexpress, a web-site which supplies goods from China. The Blueprint mentions that the virus cannot exist outside of biological objects. So, you can safely purchase cheap goods from Chinese retailers. But it can be doubted that they will be delivered quickly, as the work process is intermittent. The workers might get sick because the factories are located near the outbreak.

Balaclava IknitHandmade 19/20

Many clothing brands, in obedience to protests, demonstrated masked models, balaclavas and respirators (Gucci, Rick Owens, Moncler and even Calvin Klein) on the catwalk in past seasons. They seemed to foresee that at the beginning of 2020, these accessories would become the most popular. Fashionistas buy specific medical accessories or knitted balaclavas, not only because of the fear of infection, but because of the atmosphere of general concern. While others are afraid of going out, they show their awareness, firstly, in terms of news, and secondly, in terms of fashion trends.

 

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