While COVID-19 seems to disturb the economy, there are fashion companies that are making a new statement through use of technology. Globally, big names such as Joor, Odre are digitalising wholesale and e-commerce experiences. These include introduction of virtual showrooms, catalogues, and 3D imaging. Not only globally, the Indian brands are too seeing a same shift. The industry has started writing new and fresh rules for business, since the pandemic hit, and is seeing a makeover. Moreover, it is pivoting towards remote working, digital draping and trials.
Megha Saraogi, co-owner of New Delhi-based tech solution company, Styledotme tells how her phone has been ringing off the hook. The company mainly caters to jewellery companies. Further, she shares how her clients were been secretive about jewellery catalogues. But Covid-19 changed the game. She informs how it is easier to get the iPads sanitized on which the customers can virtually try on their jewellery. She thinks that the next huge thing in jewellery just might be contactless selection and try-ons. Moreover, the company has seen an increase of 150% in inquiries since the beginning of lockdown period. And tells how company has also been getting requests from foreign companies too. In addition to this, she shares the fact that this month may just have been best business month.
Another company, BigThinx, Bangalore-based, mentored by Prada, is in midst of working on an e-fashion event. The event is held by a New York technology company Fashinnovation. Further, buyers can easily view digital avatars of the models and then, place online orders, once done with selection from collection. Thus far, the copany is looking forward to international clients. The stats have shown 5x increase in enquiries since beginning of Covid.
The pandemic also brought opportunities for tech companies such as TryndBuy. The company enables customers to try apparel through virtual stylists and trial rooms. Founder Nitin Vats informs that stores only have to rely on manager suggestions made to buyers based on body signs. He further shares his views and mentions the importance of technology in apparel industry in coming months.
Relatable- Face masks a new fashion accessory.
Ranveer Singh Turns 35 Today!
Spreading joy across Katrina Kaif also took to instagram and wished Ranveer on his birthday. With a story written, “Happy, Happy, Happy @ranveersingh… Never stop spreading joy.. it makes the world better.”
Anil Kapoor’s delightful birthday wish for Ranveer is wining the Internet all over! He took to Instagram and shared some throwback pictures of him with Ranveer. Moreover, with a caption, “Happy Birthday Tiger!!!!! @RanveerOfficial To many more years filled with crazy dancing, bear hugs, love & happiness!!! Have the best day! Lots of love! P.S Birthday hai toh kya hua, where is your mask!?”
Happy Birthday Tiger!!!!! 🐅 @RanveerOfficial
To many more years filled with crazy dancing, bear hugs, love & happiness!!! Have the best day! Lots of love!
P.S Birthday hai toh kya hua, where is your mask!? 😷 pic.twitter.com/w02FycSrZd
— Anil Kapoor (@AnilKapoor) July 6, 2020
Moreover, his fan club, Ranveer Ka Fan Club, paid homage in the most honorable way imaginable to their favorite star. They also donated computers to a school which supports education for disadvantaged children.
The Existential Crisis Of Fashion Industry
The words Covid and crisis are going hand in hand since the past few days. Similarly, the situation has brought an Existential Crisis to Fashion Industry. Read the how and what about it in this post.
The Existential Crisis Of Fashion Industry
What is an Existential Crisis?
It is a phase when an individual questions the purpose, meaning and values of their life. In this case, it is the whole of fashion industry who is facing this crisis. It is not necessarily a negative phase. However, it comes close to depressive disorders and conditions.
Why is there an Existential Crisis In Fashion Industry?
In the pandemic and post pandemic era, a lot of things are being questioned and believes are in process of refining themselves. The essential industries are in demand at the moment and things like fashion are not really the concern right now. Therefore, the priorities of people are changing.
More and more people who are providers of fashion are having a similar complaint. For example, No one wants to buy new clothes or be up to date on the fashion trends while they are locked in their homes. In addition, other major changes in the fashion industry are that the productions have stopped, the shops are not opening, there are no buyers even if you are willing to provide. The overall demand of fashion gone down.
In conclusion, all of this has brought an existential crisis to the fashion industry.
In addition, talking particularly about India, people here are obsessed with the quality and durability of fabrics. This of course, cannot be known without touching and feeling the fabric. So, there is little substitute for the physical buying and shopping.
Being in Style
All fashion lovers will agree that there are somethings that will never go out of fashion. However, in this industry, most things are those which go out of fashion. There is a specific time for each fashion trend. Just like people don’t go shopping for sweaters and shawls in winter, people may not buy the existing fashion produced after the lockdown is open.
Rather than gaining nothing, retailers are putting the existing stocks on sale at heavy discounts. Though there are some gains, the losses are a lot more. Therefore, the returns that people are getting against fashion products are too little.
Change in Choices
There is a change in the kinds of apparels that buyers now prefer to have. Purchases in the lounge wear section have increased a lot. On contrary, those mass produced due to high demands are left in the warehouses. Since the sales have gone down and there is a lock- down, brands have reduced advertising or completely stopped it. Therefore, there is a crisis for advertisers as well.
Newer Ways of Promotion
The industry and its stakeholders are coming up with new ways to keep the consumers engages. For instance, check out The Best Of Met Gala Challenge.
In this way, stakeholders are making sure that though fashion consumption has gone down the craze of fashion remains intact.
The industry to keep its existence intact is accommodating newer things. For instance, coming up with new ideas of sustainable fashion. In addition, most brands are getting in production of masks and safety essentials that are currently the need of the hour.
Here Are 6 Trend-Setting Outfits In Movies
Outfits & costume can really add weight and charisma to a character. Directors and the studio try really hard to hit the nail regarding costumes. So, here are some trend-setting outfits from movies which everyone mimicked.
Harley Quinn, Suicide Squad
Even though ‘Suicide squad‘ did not succeed with the critic’s consensus, it had one of the most iconic outfits. Also, it won an ‘Oscar’ for ‘Best Makeup and Hairstyling’. With Harley Quinn‘s quirky and fun yet dangerous charm, naturally, people fell in love with her. Women all over the world started to cosplay as her for Halloween parties and Comic-cons.
Joker, Suicide Squad
Right after Margot Robbie‘s ‘Harley Quinn‘, we have Jared Leto‘s ‘Joker‘. Even though the audience wasn’t a big fan of this portrayal, they really started to like his look. Men and Women BOTH started to cosplay as this joker. But it was usually coupled cosplaying as the Joker and Harley Quinn for Halloween parties.
Neo, The Matrix
A revolutionary movie which changed cinema forever. The protagonist ‘Neo‘, played beautifully by Keanu Reeves, was a fan favorite. Everyone instantly wanted be as cool as ‘Neo‘. Even though they couldn’t fly or stop speeding bullets, people wanted look and feel as Neo.
Sridevi and her exemplary style in Chandni won hearts all over the country. It was her who brought in the love for chiffon sarees and continued the same in Mr. India as well. Chandni was an epic love story of sacrifice which resonated with masses as did Sridevi’s style. After the movie, the demand for chiffon sarees was at the peak and seen around a lot.
Pooh & Pooja, Kabhi Khushi Kabhi Gham
Pooh’s backless or Pooja’s Sharara, take a pick! K3G, was a classic family drama movie with so many fashion tips. Pooh might just also be the most iconic one in the list. Her dressing sense and her attitude was a perfect match. Also, The traditional heavy Sarees or the Band Gala suit worn by Shah Rukh Khan and Amitabh Bachchan in the movie caught everyone’s eyes.
Deepa/Roopa Malik, An Evening in Paris
Sharmila Tagore’s swimsuit was a huge success after her movie An ‘Evening in Paris’ where she wore a one-piece. Moreover, her Filmfare cover; the first-ever bikini shoot covered, was the talk of the town when it was released. Her bold move then had open gates for women and started a trend that still exists. This might be the most important one in the list.
To read more Fashion Articles, visit – https://littleletterslinked.com/category/fashion/
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