Camila Colantonio Padilla
07/10/2020 - 7:00
- Clarín.com
- Live
With the social, preventive and compulsory isolation decreed on March 19, clothing was left aside and mid-length clothing became the “new uniform”. From pajamas with different genres and prints to sports equipment, everything indicates that the trend for this season prioritizes comfort.
For this reason, the “ loungewear ” or “ athleisure ” style prevails in these times by allowing you to carry out everything from domestic tasks and home offices to even exercising. In addition, the key is that you do not need many clothes to renew this type of look.
Bet successful
In this context, the brands that produce pajamas or sports suits are the most demanded on the market. "The most requested are the classic pajama pants and jacket in earthy or neutral colors, such as white, black and pink," says Viviana Porte, creator of the Sissi Urbano firm .
"Mix & Match". That's what the latest Sweet Victorian collection is called.
These pieces have become the new fashion code that is accepted even in work video calls. "Those who work from home want comfortable clothes, especially at the bottom and a little more arranged on the top. Those who go to their workplaces also look to wear a more relaxed outfit considering that it must be disinfected on the way back. For this reason, they use clothes that are easy to wash and that do not need to be ironed ”, he explains.
The brand's proposal is to bring pajamas to the street. In other words, all their designs have an urban style by differentiating themselves through their own prints and a unisex concept in the case of robes and kimonos.
Hand in hand with comfort, minimalism is gaining more and more ground. Little by little, the idea of just keeping in the closet clothes that one uses and appreciates is installed. In this way, quarantine can be the starting point for sustainable fashion, where the versatility and timelessness of the garments predominate.
Confinement has raised awareness of how much clothing we have and how we use it. Given this, there are people who have renewed their wardrobe by donating or recycling old pieces.
Following this line, Portsaid launched an environmentally friendly line that they named Ohnest . They work with natural and recycled fibers such as organic cotton, bamboo, tencel and cupro. The designs can be obtained on the website where they also offer personalized advice from a distance and various looks of the home made according to styles such as trendy , comfort , home office and at home .
Likewise, the vegan shoe brand Puro launched a special collection of backpacks called Le Mini in order to be able to transport only essential items such as cell phones, silver, keys and now, alcohol. “I think the present calls us to a new way of using things. That is why when designing we try to align ourselves with that idea ”, says Gabriel Pozner, designer of Puro .
Vegan accessories and footwear by Puro.
Adapt the business
On the other hand, the fashion industry is constantly reinventing itself to adapt to the new reality. During the month of April, turnover from online sales grew 84% in relation to the first quarter of the year, according to data compiled by the Argentine Chamber of Electronic Commerce (CACE).
This jump is due to the number of new users who, faced with the impossibility of approaching a physical location, decide to buy online. “Since our main channel is the traditional one, there was a very sharp drop in income. As a consequence, we had to strengthen the online channel from one day to the next. The positive side of this is that we are specialists in the preferred clothing for the quarantine, "says Florencia Janin, chief marketing officer for Sweet Victorian.
This season the firm added a special line of homewear that includes pants, jumpsuits and loose T-shirts with a double functionality: to stay at home or to go out comfortably to run errands.
In this case, the winter "star" garment was overalls with a military print or animal print, among others.
On the other hand, the textile sector must also accompany the current economic context to make its proposal more attractive through discounts, gifts or a quota system that encourages customers' desire to buy. Ted Bodin , for example, offers 3, 6, 12 and 18 installments without interest and a 30% discount on his entire collection. Includes items both for those who have to go out and to work from home.
The new Cocot sports line.
The underwear brand Cocot managed to provide personalized attention to its customers despite the barriers imposed by the quarantine. “Since we couldn't open the stores, we decided to incorporate the sale by WhatsApp . We can advise the consumer by call, message or even video call. We do shipment via courier, so they can receive the order at the moment, and not have to wait, for example, a week or more to receive it, "says Tatiana Kuchikian of the team Cocot .
For those familiar with online shopping they also offer an online store. The firm proposes an exclusively sports line to do gymnastics at home. Through seamless technology , the designs adapt to the figure and movements due to their elasticity.
Instagram walk
Social networks like Instagram have become the new showcase for companies and, at the same time, function as the main source from which the latest trends emerge.
During this 2020 quarantine, physical activity along with healthy food took over the platform through influencers and users who provide advice on their posts or show their routine. The protagonist? Yoga practice.
Whether to improve posture, release tension or strengthen muscles, this activity is the chosen one of the moment.
In tune, the sustainable company FFOCCO offers comfortable garments with an urban style and yoga elements to carry out this practice.
The sustainable brand FFOCCO proposes high-tech clothing for practicing yoga at home.
“The pieces are made with Peruvian cotton or linen that is skin friendly because when you practice yoga you have much more sensitivity. On the other hand, fabrics with high technology are used for the lower part to accompany the flexibility of movements, ”says Florencia Fiocca, creator of the brand.
At the same time, in their new collection they incorporated "guide tapes" on the back, ankles and wrists so that when wearing the garments, the people who carry out this activity or also called " yogis " get to the postures easier.
This is how the new fashion combo - minimalism, comfort and sustainability - is here to stay.