The ongoing pandemic of COVID-19 has resulted in a new world with changing norms. Many industries are trying to embrace this new normal and fashion is one of them. In order to thrive and survive in the world post this global crisis, the fashion industry along with the others will have to undergo some changes.
Lately, designers and fashion houses all over the world are being vocal about how the fashion industry needs to slow down and think about the excess consumption of resources. One such designer who agrees to this bit is Amit Aggarwal.
In an interview with a leading daily, Amit opened up on his views about the 'new normal' and how it is the necessity of the hour. He feels that sustainability is a long way to go and post this global crisis, fashion will get closer to the brand’s core values and beliefs. “(Post the pandemic) I think fashion will get closer and more honest to the brands’ core beliefs, values, and aesthetics,” he said.
“There will be the elimination of excess products that fashion houses sometimes make to tap new markets, leading to lesser wastage. I definitely see a shift towards more modern and newer workmanship, employing the strength of local craftsmen, (with an) emphasis on intricacies, finesse and quality of the product,” Amit continued.
Talking about the fashion industry post-pandemic, he said, “The after-effects (of the pandemic) are going to take a significant amount of time to wade off completely (but) I hope the fashion industry recovers (and moves) towards a better structured and reinforced fashion cycle with a clearer vision and thought out product. Internationally, we are seeing all fashion weeks going digital and focusing on a more signature and sustainable product.”
Aggarwal also feels that impulsive buying would slow down over a course of time and brand loyalty would return soon. “Consumers are going to look for the authenticity of the product, definitely (will choose) a value for investment over (an) impulse buy. Consumers shall eliminate products and brands that are not of the utmost necessity and (will) choose brands that have a more streamlined vision and identity. Brand loyalty or repeat buying will come back as a trend, because of trust in the brand”
(Source- ET Panache)