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Will COVID- 19 Be The Debacle Of S/S 2020 Or Entire Fashion Cycle?

Avtar
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Unlike every year, this season couldn’t start with the fashion shows, showcasing the latest fashion trends. Creativity is the beating heart of the fashion industry, and fashion shows function as the brain, they are the authentic medium through which designers across the fashion world crystallise and represent their creative minds. Every season fashion designers, fill the market and stores with their mind-boggling collection made of summer fashion fabrics like cotton, linen and denims, the auxiliaries further help them to connect better with the consumers through creative fashion shows, window displays, editorial shoots etc. The economic crises caused by COVID-19 pandemic is stretching on further leaving the fashion industry to face a tough reality. It has left every facet of the fashion industry at a standstill, be it manufacturing supply chains or front rows at fashion weeks. Follow the blog to further get detailed information about how the novel coronavirus has severely impacted the Spring/ Summer 2020 collection.  

What Is Spring Fashion Like? 

What Is Spring Fashion Like?
Spring Fashion

To start with, spring on the horizon always manages to bring a new season wardrobe, urging people to mix and match. Wondering what exactly is spring/summer fashion like?  Or which are the latest fashion trends to invest in for spring/summer 2020?  The Spring/Summer collections always set some of the latest fashion trends, through the runways at fashion week. Spring/Summer fashion reinvigorate your wardrobes with quirk or flair, and they aren't hard to pull off. The collection is mostly full of puff sleeves, vacation printed midis and striped knit dresses in fabrics of cotton and linen. The one thing that mostly stays in the Spring/Summer collection is bold polka dot prints, the season brings brilliant colours making a splash in your wardrobe. In 30 something degrees outside, it gets impossible to leave home without multiple layers of clothing and sunscreen, but with spring style you can deal with the heat too, wondering what are the latest fashion trends of 2020? 

Specifications Of The Fashion Cycle 

Specifications Of The Fashion Cycle
S/S2020

Mahima Majahan LMIFW-As it is the time for Spring/Summer 2020 season of the fashion year, it can be firmly stated that even the most uninvolved individual is aware of the two dominant seasons in fashion- spring/summer and fall/winter.  As the novel coronavirus continues its deadly spread, the lockdown and social distancing around the world have cancelled the entire Spring/Summer season. Fashion shows including June men’s fashion week in London, Milan, Paris, and also the July Haute Couture shows have been cancelled. 

Fashion Season Cycle
Fashion Season Cycle

The Spring/Summer for the next year takes place in September and fall/winter for the coming year in February. The fashion cycle stays ahead with season show to allow brands plenty of time to represent on the runway and then create their commercial designs according to the consumer requirements. The fashion designers and brands create a collection that accords with the season, showing the advance of time further to establish dominant seasonal trends, which helps their consumers plan a fresh wardrobe filled with latest fashion trends by the time claimed season comes around. But with the coming of fast fashion, the dynamics of the industry's ability to create has changed. The fashion industry reacted to this fast fashion ripoff game by adding more seasons. As the spring/summer and fall/winter stay for only two or three months on the retail shelves, the fashion industry came up with Resort and Pre-Fall to the schedule, which spends six months on the retail displays. One major difference between spring/summer and fall/winter seasons is that they possess an aesthetic mixed with functionality and can be easily mixed and matched with other elements of seasonal wardrobe.

How Important Is Spring/Summer Collection In A Country Like India Where Most Of The Parts Have Hot Summers? 

Cotton Saree For Summers
Cotton Saree For Summers

Spring/summer kickstarts in January and runs until June, spring merchandise becomes available around February, and the summer styles emerge as late as April. The question is why the spring/summer collection is so important in the country?  India is a diverse country with pretty much every imaginable climate, climatic variations are quite varied between different parts of the country. The Eastern, Southern and Western zone climates can be recognised as hot humid tropics where fabrics like cotton, linen and khadi are used widely . Therefore, the spring-summer collection which offers garments with a loose covering of the body is most celebrated. The Spring/Summer Collection brings the consumers appropriate seasonal clothing, from tiered skirts to ruffles and floral prints, which are perfect to be adorned for the Indian summers. 

Spring/Summer Revenue V/s Autumn/Winter Revenue in Total Fashion And Textiles Industry Of India
Spring/Summer Revenue V/s Autumn/Winter Revenue in Total Fashion And Textiles Industry Of India

Apart from the weather conditions, the second major reason behind the significance of the Spring/Summer collection is India’s traditions and festivals. The collection showcases a plethora of inspiration which gives the Indian ethnic wear a modern-day update. Saris are one such example, it is easily witnessed in every season, understanding the consumer behaviour fashion designers create saris in multiple colours, fabrics and iterations.  Last year spring/summer 2020 graced the fashion market with sheer tops for Diwali parties by Shivan&Narresh, a belted version of Indian staple, breezy ombre drapes for day events, and the ace Indian fashion designer Anamika Khanna brought intricately embroidered jackets and pants perfect for cocktail celebrations, designer Payal Jain graced the ramp by embracing traditional kurta styled like maxis with risque slits doused in age-old chikankari work.

How COVID-19 Impacted The Spring/Summer Season Across The Fashion World?

COVID-19 Impacted The Spring/Summer Season Across The Fashion World
Falguni Shane- LMIFW- S/S 2020

The outbreak of COVID-19 has become a humanitarian crisis which is impacting every aspect of daily life. It has hit the fashion industry like a gut punch disrupting supply chain to out-of-work freelancers. Some of the biggest fashion shows were postponed as the coronavirus pandemic depresses designers and consumers both. It might be the beginning of forming a new future in fashion. The spring/summer season is one of fashion’s most lucrative: held in the summers, it’s a well-honoured celebration which brings editors, influencers, and most importantly major consumers to various locations across the world. But as the pandemic has escalated, the spring/Summer season has dried up. The Italian fashion industry alone, which is the second-largest industry, has witnessed around 5,00,000 employees and 82,000 businesses directly impacted.   Since  February 2020, the fashion industry faced some hesitation, many US-based fashion editors, influencers, models, and others who travelled to Milan for fashion weeks returned to find memos from their employers requesting they self-quarantine. Fashion houses have cancelled and postponed major fashion shows, Giorgio Armani postponed its April cruise show to November. Luxury brands Versace and Gucci cancelled US shows planned for May, Prada cancelled it's May resort show.   In addition to fashion shows, numerous fashion weeks have also been cancelled or postponed, including those in Melbourne, Moscow, Tokyo, and others. 

How Are The Designers Dealing With The Situation, Especially Ones Who Had Their Spring/Summer Collection Ready?

Bhumika Sharma- LMIFW-S/S 2020
S/S 2020

Bhumika Sharma- LMIFW-While COVID-19 has made things bleak in every industry right now, some of the world’s leading fashion designers have expressed how they are coping with the implications of a worldwide pandemic and also how are they adapting to the challenges.  Coronavirus proved, that not a single part of the world is immune to the impact of the pandemic. As the virus goes on spreading with unprecedented speed across the globe, lockdowns have been initiated, forcing industries to shut their doors to consumers for an indefinite period. In the fashion industry the effects were felt strongly as designers witnessed their runway shows cancelled, warehouses closed, and fashion events postponed. With the cancellation of season sale, some of the leading designers are now exposed financially and are looking for ways to market their collection exploring and paving ways for creating a new future of fashion. The Creative Director and Founder of the label JENJUM, ace designer JenjumGadi, expressed how the Indian fashion market is majorly wedding oriented. Due to the government guidelines, the April-June celebrations have been pushed further to other undecided dates, which has further lead to an uncertain scenario for the fashion designers. The Lakme men’s wear designer just launched the S/S 20 collection, he used Instagram as a medium to promote the collection. To further know in detail about what Jenjum and other designers had to say in concern with the coronavirus pandemic, fashion business, and sales, click here to reach on the blog by I Knock Fashion The cancellation of spring/Summer season put the upcoming designers who rely on fashion weeks for orders in jeopardy. Most of the country's designers are small business owners who employ less than 100 people, the outbreak has left them especially vulnerable. It's estimated that the lockdown will cost India around $120 billion.

What Are The Designer's Strategies For The Spring/Summer Season Collection Post-COVID-19? Will It Alter The Future Of Fashion?

Spring Summer Fashion
Spring Summer Fashion

The situation didn't create the same drastic dynamics for every designer, as this year not creating a Spring/Summer collection beforehand turned out to be a blessing for some of them. One such designer is Akshat Bansal, he is well celebrated across the fashion world for gracing the ramp with unique innovations. To know in detail what the Forbes featured designer had to say about the pandemic and spring/Summer collection click on the link below- https://bit.ly/2yTVf6k But despite the bleak predictions of a future economy and fashion industry, plenty of designers are utilising this opportunity to adapt and pivot to the changing demands of consumers and society. Designers amidst the uncertainty of COVID-19, are envisioning a new direction for their brands.  Post COVID-19, the ones who had the Spring/Summer collection prepared are said to be looking for substitutes for showcasing their collection online, and not letting it go in vain. It's also estimated that the designers would be embracing the slow fashion, upcycling fashion and capsule collection policies post coronavirus. 

Upcycling fashion
Upcycling fashion

-Upcycling fashion- The spread of the virus is said to be an act of revenge by the Mother Nature, and the fact that the fashion industry is responsible for 10% of annual global carbon emissions, will change the future of fashion. Upcycling fashion is the creative reuse of textile waste or existing clothes into new, better quality products. It aims to transform the once used garment into a unique piece that can be worn again in a new style, and the designers would be promoting the Spring/Summer collection with the concept of upcycling to connect better with consumer conditions.   

Slow Fashion
Slow Fashion

-Slow fashion- The pandemic is a wake-up call for both consumers and the industry as well. The threat of a pandemic is a call to action for the fashion industry to slow down, move away from mass production and change direction before an even larger problem occurs. Instead of fast fashion designers will be coming up with slow fashion embracing sustainability with the use of fibres from organic, recycled, repurposed and upcycled materials. -The capsule collection- Looking at the current scenario, post COVID-19 designers would be taking precautionary steps by creating a capsule wardrobe collection, which are few essential items of clothing that don't go out of fashion, such as skirts, trousers, and coats, and can then be mixed and matched with seasonal pieces.

Will 2020 Be A Year Without Fashion Shows? 

Will 2020 Be A Year Without Fashion Shows
Lakme Fashion Week

Looking at the severity of coronavirus across the world, it's increasingly likely that fashion shows will be cancelled for the year. The world is trying to flatten the growth curve of the pandemic, but for now, the health crisis continues to escalate in fashion hubs around the world, with no end in sight. While many believe that this crisis will continue to affect fashion for the whole year, others hope that September should see a regular work and sales pattern in the fashion capitals New York, Paris, Milan and London.

IKF Desk (Conclusion) 

Spring Fashion
Spring Fashion

It takes a crisis to form a tactic and the fashion world is no exception. Some of the best designs were born from crisis. Coco Chanel created women’s couture pieces from foraged fabrics when materials were scarce around the period of the first World War, which led to a transformation in womenswear from corsets to comfortable attire, making Chanel the brand it is today.  Post COVID-19 the face masks will become a staple in the fashion shows and this will inspire a different kind of creativity. The designers are going to embrace slow fashion, and shrink down travelling and everything they are indulged in currently. Maybe the fast fashion circus and numerous fashion cycles will slow down. What would a year of no fashion shows mean to you?  Do let us know in the comment section and stay tuned for further fashion and beauty updates.

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