In 2021, we’ll see the reinvention of “shoptimism.” We are witnessing a collective, conscious effort to cut down on fast fashion, trend chasing, and waste as people search for brands that do good while making them feel and look good. They don’t just want cheap thrills: they want lasting, lifelong enjoyment and the assurance that they are shopping ethically — which, quite frankly, is priceless. In the year to come, expect a higher standard for the way brands create their products; we’ll see items that are well-made, more sustainable, and able to seamlessly slide into any wardrobe. Less will be more as consumers thoughtfully build their collections, keeping personal style and individualism at the forefront. Shoppers will be more thoughtful and careful about how they spend; the need for constant new purchases will be a thing of the past. We’ll rework items we already own, buy less, and buy better.
Yes, fast fashion will still exist, but it might take on a new form with smaller collections and less transient, limited-time-only trends. And as younger generations show an interest in vintage clothing and secondhand shopping, more nostalgic styles will make their comebacks. Campaigns, editorials, and ecommerce sites, meanwhile, will also undergo much-needed changes to showcase diverse talent and make people feel included through extended sizes and gender-neutral clothing. Just as the fight for equality came to define the past year, the fashion industry…
