Luxury Market And Redefining Fashion Trends Amid COVID-19

History is known to repeat itself. Around one hundred years ago, humankind was nearly devastated by the influenza virus. Since a similar outbreak had already devastated society in the late 19th century, some people took the opportunity to get ready before the next wave came. However, even armed with that knowledge, humanity was almost helpless to fight back against the invisible global enemy that attacked the world right after WW1, commonly known as the “Spanish flu”.

It was the deadliest pandemic of the 20th century, and it took a huge amount of lives. Now, in the wake of another global outbreak and an imminent financial crisis, which may be worse than the global recession of the ’30s, basic items can save lives--medical masks. How did the fashion industry respond to the virus spread back then and how is it responding now? By redefining medical items with style and making them available to medical industries and the masses.

How the virus stopped the fashion world

COVID-19 has had a deeply negative impact on many industries including fashion, causing brands and design houses to close their doors, cancel events, and postpone upcoming runway shows. Luxury goods companies have been affected dramatically, such as the Kering SA Group (OTC:PPRUY), which owns Balenciaga, Gucci, and other luxury fashion brands. The Group reported that it has closed dozens of stores in China as consumers aren’t leaving home and have stopped shopping, except for groceries and other basic necessities. This unprecedented pause in consumer activity has also are already predicting that the next wave of the virus will follow in Autumn and that even so, masks have now become a fancy addition to any wardrobe, suitable for just about any occasion. The team has already come up with fancy mask concepts, which are the perfect addition to its handbag series.

A trend that will stay in a post-virus world

While scientists around the world are trying to create a vaccine against future flare-ups of the virus, street style activists and fashion bloggers have come to grips with the threat as they do everything in their power to maintain a level of optimism in society. Summing up how the crisis has impacted business and us all, it’s hard to say when the global pandemic will end. One thing is for certain- the world is never going to be the same again. Some trends emerge and then disappear, but even a century later, fashion masks still represent something more than a simple protective measure. In the event humanity is forced to battle with more viruses in the future, masks will it indeed become a necessary and invaluable part of your wardrobe, like a tie or a scarf, cufflinks or a brooch. Fashionable face masks will likely stay trendy even when the virus has been dealt with, seeing an accessory of the past becoming a must-have accessory of the future.

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Written By: Katia Shabanova