The new fashion brands that are in demand will offer clothes which are human-centric: they are here to protect us and support us in our work as well as support our local economy at the same time. The purpose is the new commodity.
Our consumer behavior has shifted dramatically — we now know how our behavior affects our local shops because they went bankrupt when we stopped spending. Every purchase supports our local economy and that also means fashion will have to totally restructure their manufacturing workflow.
The need for our outfit to be more than that, more functional and more protective, is now an indisputable baseline. Protect your mouth, nose, ears, eyes, hands and make it protective but also make it pretty. And pretty does not mean "pink and glitter." Pretty means useful, comfortable and sustainable. The items we now design have to be reusable, washable, high-quality and locally made.
For me, this isn't about what I want to see — I'm very sure this will happen as customer behavior has changed. This crisis has deeply traumatized us and it will reflect our behavior towards our clothes, shoes and handbags (who needs all of it anyway?).
How can we help designers make the shift? The old education system hasn't prepared them for the new world: adapt quickly, embrace new materials and technologies, act locally and talk with your manufacturers close by.
This new world after Covid-19 comes with a lot of new challenges and opportunities, and it is asking for a new breed of people to redesign our existing system and readapt to the needs of the market. We'll see a lot of brands fold but a lot of new brands emerge. The rule of business is simple and brutal as always. If you can't adapt quickly enough, you'll go under.
Futurist, FashionTech and New Media Game-Changer
Named one of Europe’s top 50 women in tech by Forbes, top 100 most influential people in wearable tech worldwide, top 25 leaders in fashion and technology worldwide and one of Europe’s 50 most important women for innovation & startups, Lisa Lang is a digital information technology and new media game-changer. She has lived and worked around the world as a business developer, founding thriving companies such as ElektroCouture and ThePowerHouse. Lang is of German descent, currently dedicated to teaching the next generation how to think differently by sustainably changing the world. The European Commission has designated her expert advisor for the European Creative Industry strategy. Now living in Porto, Portugal - Lisa Lang is innovating the manufacturing industry through digitizing workflows and developing new production processes for smart and electronic enhanced textiles.