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Currently, technological development has increased its influence in the commercial sector, as a result of the facilities it offers both companies and consumers.

One of the examples of technological success is the metaverse, a virtual reality scenario, parallel to the real world, where users have the option to interact, buy items or enjoy other services. For the industry, it is a space to consolidate the concept of digital fashion, so it is important to implement digital tools, such as those offered by the 3D advertising agency Lobo Visuals.

The fashion week developed in the metaverse

After the end of the fashion weeks in some of the most important cities in the world, the first fashion week developed entirely in the metaverse began on March 24. The event brought together a series of parades, parties, exhibitions, conferences and pop ups for the acquisition of NFT garments, with the particularity that they can only be worn within the metaverse.

Among the curiosities of the virtual universe, is the construction of different districts for attendees to attend events, starring clothing brands. Among the big brands that participated, are Dolce & Gabanna, Tommy Hilfiger, Etro, H&M and Philipp Plen, among others.

To participate, users had to create an avatar and access the Decentraland website from a computer, since an operating system that fits the complexity of the metaverse is required. In this way, there are great possibilities that in the future you can see an entire digital gateway built 100% using technological resources.

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Social Media shopping & Live Stream Shopping

Currently, a large part of users end, or at least begin their purchase process through social networks. A large part of society, and especially young people, spend long hours connected to social networks such as Instagram or TikTok. There, they follow Influencers and even clothing brands to be constantly updated on new trends and clothing.

Something that is very common is that users see an article through a social network while browsing it, and from there they access the web page to make the purchase. For this reason, it is very important that fashion brands increasingly create their profiles on social networks and be present in those most used by their target audience.

In addition, another technique that they often use is Live Stream Shopping, which is about starting a sales session through live broadcasts. Normally they are usually done through platforms such as Fluxpanda, where you can connect directly with your online store's catalog and users can directly access your products in the eShop. In addition, this is usually broadcast on well-known platforms such as Instagram and Tiktok, although on this occasion, a link to the original transmission of the Live Stream Shopping is simply added to redirect the user so that they can directly access the purchase of a product. It is also very common here, the appearance of Influencers to generate more trust and interaction.

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The new trends in fashion consumption after COVID-19: From social awareness to labor rights and transparency.

In 2020, the world faced one of humanity's greatest crises since World War II, stemming from the coronavirus pandemic. The global Gross Domestic Product (GDP) obtained 3.5% according to the World Bank.

With one of the strongest economic recessions in recent decades and a wave of uncertainty, at the most critical point of the pandemic, consumers reduced their expenses, postponing the highest ones and focusing above all on essential products, according to the Conference of the United Nations on Trade and Development. As in every crisis, this ended a change in consumer behavior and preferences. At a global level, fear of the spread of the virus and the closure of borders reinforced the trend of "proudly" local consumption, according to Euromonitor International. Likewise, the change in the behavior of consumers worldwide has been derived from a greater awareness of the environmental emergency. According to a 2019 IPSOS survey, around 69% of consumers globally have changed the products and services they use due to concerns about climate change. Another radical change in consumer behavior resulting from the pandemic was the boost to consumption through e-commerce in 2020, which, although already experiencing a growing trend, increased growth to 81% compared to 2019.

This helped balance the purchase of apparel between the online and offline channels. According to Deloitte, the fashion category was the most balanced in the purchase channel, however, the preference to buy in a physical store (39%) was also greater than buying online (30%). Although e-commerce was a lifeline in the category after the closure of physical stores, spending on clothing fell more than 20% according to Deloitte and as purchases became more reasoned, a decline in the shopping for formal wear.

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ECO TREND

The main effect of overpopulation is the unequal and excessive consumption of resources. The planet has a limited capacity to generate raw materials and each year the deficit of natural resources consumption of these resources at a faster rate than the planet is capable of generating them arrives earlier.

When the first movements of eco fashion for a more sustainable and responsible fashion, from the environmental, social and economic point of view, began to take shape at the end of the 80s and 90s, it was usual to think that eco fashion, or ecological fashion , it was just a "green fashion" trend, to be forgotten next season when another theme came into vogue.

But the proof that it is something much bigger and nothing transitory is in our consumption habits, which have been changing since then. Today, at the same time that fashion consumption has become easier and faster - everything is available on the Internet 24 hours a day, every day, at the distance of a click or a touch of the screen -, we can say that never we have paid so much attention to clothing labels.

Much more than dressing and building an identity through fashion, the consumer is more demanding and participatory, seeking to know the origin, how and by whom the product has been made.

This new way of consuming comes from a movement for more ethical fashion, both in the use of natural resources and in the containment of waste generated by the industry, as well as in the socioeconomic sphere of fashion production. For this reason, there is a growing demand for ecological fashion productions, which are very clear about the origin of the materials, the shape and the history of each piece developed.

Eco fashion, or ecological fashion, is a concept that defines a form of production based on the principles of care and socio-environmental preservation. This means that an ecological fashion production garment generates zero or almost zero impact on the environment, whether in the consumption of water, waste and remains of raw materials or any other factor that negatively impacts nature in the short, medium long term.

For this reason, it is usual for ecological fashion products to come from the reuse of other materials, from a production without contaminants, without residues, that are vegan – without using any element of animal origin – and often from organic raw materials.

Not all of these features will always be found in the same product, but ideally, an eco-fashion product should cause as little impact as possible, and brands should be perfected over time, based on new technologies and discoveries that bring benefits to sustainable fashion.

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Game Changers expo with curator Karen | MoMu Antwerp

The Game Changers There are several profiles through which fashion can be told: the silhouette is one of those possible references that recount a decade. We take a flight back in time because the tour that follows is to the MoMu, the fashion museum in Antwerp, Belgium. Game Changers is an exhibition that took place in 2016 and covered 130 works by designers who innovated with the silhouette. The trigger was Cristóbal Balenciaga and you can see it here, courtesy of Google Arts & Culture.

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Gucci Pre-Fall 2017 Campaign: Soul Scene – The Director’s Cut.

Soul and Scene

This campaign was created for the 2017 Pre-fall season, the same one that was inspired by the 60's and 70's and the photographs of Malik Sidibé. Thus, this is presented as a tribute to the Northern Soul culture, where an exclusive cast with Afro-descendant models was counted. This campaign comes at the perfect time as there were complaints about the lack of diversity on Gucci's catwalks. One of the positive results of it was that Gucci managed to capture not only the attention but also the market of the Afro-descendant segment.

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The renowned luxury house Gucci was born in 1920 under the Florentine vision Guccio Gucci. In its beginnings, Gucci was a recognized brand linked only to horsemen, who had a great preference for it due to its artisanal handling and high care with animal skins. Over the years Gucci has diversified and transformed through Kering, which is the parent company that represents it and at the same time the creator of brands such as YSL, Stella McCartney and Alexander McQuenn. This brand has become a leader in the fashion market thanks to its leather goods, at the same time that it has been categorized as one of the 100 best brands in the world. Currently its creative director is Alessandro Michelle, who since his arrival has renewed the brand, leaving minimalism behind and making his way with a proposal of maximalism. In this way, it has managed to sell and captivate millennials with its innovative designs; It is necessary to emphasize that since its arrival the brand has risen 12% within the fashion market.

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The Covid-19 pandemic accelerated the evolution of social and consumer behaviors that had already been slowly transforming over the last few decades. Thanks to the progress of vaccination in the world, a light is appearing at the end of the tunnel, bringing hope for better times. And that positive feeling of the scenario, learned in the pandemic, is going to influence the consumption behavior of people in the world, especially in fashion. Three consumer macro trends 2022

InsideHub As we have already said, the pandemic changed behaviors and thoughts. Consumers are increasingly looking within themselves, seeking to follow a simpler and more minimalist life, based on the balance, well-being and tranquility that our home can offer us. Here, the lightness and clean aspect are mixed with elegance and the search for healthy food, nutrients and natural products.

“Translating all this into fashion, we have everything from invigorating colors named after fruits such as watermelon pink, grape, avocado, orange, in addition to blue and mustard, to relaxing colors and pastel tones that transition between green, blue and pink. clearer”, says Lorena Botti, a cool hunter from Vicunha. Pieces with utilitarian details stand out, such as parkas and jumpsuits, and the evolution of homewear, where pieces inspired by pajamas emerge in neutral and soft tones with shirts, kimonos and wide pants. The matelassé, floral and jacquard effect enrich the outfits even more. In the jeanswear universe, the silhouette is well defined in total denim looks in the bootcut or relaxed mix together with tops or shirts. The novelties that we present in this trend for Zéfiro Denim, its intermediate weight and well-marked twill make it ideal for light looks. And in Denim Color San Andrés, a fabric with a cotton, linen and modal composition that is special for the outstanding casual tailoring of this trend.

OpenAir If in the Inside Hub trend we look inward, in Open Air, as the name itself suggests, it brings a mindset related to the external. Here, nature is the great inspiration as well as outdoor sports.

In fashion, the terms "Hiking" arise, which refer to hiking, and "Glamping", a kind of camp with comfort and luxury, evolutions of "Gorpcore", which seeks inspiration in trekking clothing and mountain sports in Modified versions, a mixture of utilitarian fashion with outdoor adventure sports, where technological fabrics, a mix of denim and color and details such as adjusters, utility pockets, piping and cutouts enter.

“This trend also highlights sports such as skateboarding and surfing, which were the big stars of the last Olympics. Here, the skate style of the 90s and 2000s draws attention in shapes such as baggy pants with a cropped top, as well as cargo, floral denim or star prints, optics, cheerful colors, the mix of bikinis and neoprene”, adds the cool hunter. Vicunha makes its launch of Hemp fabrics, one of the most sustainable natural fibers in the world. In Denim we present two proposals in rigid fabrics that mix cotton and hemp. Hemp Denim, a very marked twill option with a rustic appearance, and light Denim Light, two very versatile laundry proposals. In Denim color we present Maragogi and Itacaré.

BeIconic In the third great behavior trend mapped by Vicunha, the center is youth, which currently does not refer to age but to spirit, in a festive atmosphere and lots of benefit experimentation and design. “This public is concerned about a fairer world, where inclusion, representativeness and freedom of race, color, age and gender come into play, and the discussion about pride and empowerment of each being, which is unique,” ​​says Lorena.

Generation Z is the great influencer of this mood in a totally digital context, with its social networks, games and virtual experiences that can be considered an escape to face moments of crisis.

“Another very important market niche that we must pay attention to is that of people aged 60 or over, which acquires the concept of the “silver economy or economy of longevity”, Lorena points out. In his opinion: “it is the set of all economic activities associated with the needs of people over 60 years of age and the products and services they consume or someday will consume”. On the other hand, extravagance and daring are key words in the streetstyle productions seen during the last fashion weeks around the world, in fun pieces, full of prints and vibrant colors. Jeans, for example, were determined by unexpected combinations in all denim looks.

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Clean fashion for your closet

Clear Fashion is a French mobile application that helps to understand what is hidden behind fashion brands. It was launched last year and aims, as its name suggests, to bring light and clarity to the often opaque world of fashion. The App scans more than 70 textile companies for free (at the moment) and assesses their products according to four criteria: human, health, environment and animal protection.

The use is very simple. The user takes a photo of the composition label of the piece of clothing and the application analyzes the components and practices of the brand. For each piece scanned in the App, which can be found in the Apple Store and Google Play, it offers a score out of 100 based on the four criteria. At the moment it is only available in France, although they intend to expand internationally.

Clear Fashion hopes to take advantage of the technological wave that has recently been created in the food sector in France. Today 15% of French people use an app to "assess brands" when making their weekly purchases. Yuka, the App that gives notes to the products of the agri-food industry, triumphs in the country with more than 12 million users, which means no more and no less than one French in six.

In any case, Clear Fashion is not the only application on the market with the aim of helping consumers to better choose how to dress. In Spain, Ethical Time was launched last year, which is presented as the platform for sustainable fashion, and which we talked about in this blog post. And in Australia, to give another example, a non-profit organization, Ethical Consumers Australia, launched Good on you, which follows the same logic of "pointing the finger" at those who carry out bad practices and giving visibility on the other hand to those who commitment to ethical fashion. According to what they say on their website, today they analyze the behavior of thousands of brands. Good on you also has a very media ambassador, Emma Watson, to spread the good news of "clean clothes".

I don't know if Clear Fashion is going to be for the textile world of the French market what Yuka has meant for the food market. The consumer in France is hyper-sensitized about health and healthy eating, and that is why he looks carefully (or scans carefully, to be more exact) the products of the agribusiness. Technology suddenly allows you to do so. To this we must add a loss of confidence in the big brands, which have forged their prestige by investing millions of euros in advertising, sometimes, let's say it clearly, somewhat misleading.

On the other hand, in the matter of clothing there is not such a personal implication in the purchase or such a direct consequence in the life of the buyer. Bad practices in the sector are known but such a negative and direct impact on the consumer is not perceived. On top of that, clothing is one of the sectors where more compulsive purchases are made, generated by media, advertising and cultural pressure. “What have you bought new this season?” or "You have to follow the dictates of fashion" are statements that for many are taken for granted even if they are not verbalized. The underlying issue is not really so much to stop buying dirty clothes (which would be a bit), but to stop buying new clothes, period.

The best piece is the one that we mend, that we transform, that we recycle, that we recover, that we donate, that we buy (and sell) second-hand. There are already too many clothes in the world. Why continue to consume resources—human, material, energy—for the sheer vanity of stuffing our closets with more clothes than we are capable of carrying? It is time to stop following fashion and it is now ethical time: to demand that fashion follows the criteria of responsible consumption.

Clear Fashion

Clear Fashion, Paris. 4,125 likes · 2 talking about this. Clear fashion est un tiers-indépendant qui vérifie les engagements des marques et

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The spring-summer 2022 trends make it clear that the year is not a clean slate in stylistic terms. Although there are brands and designers who have seen in this part of the pandemic an opportunity for reinvention, others have chosen to continue within the wheel of Fashion Weeks. From the garments that are going to be worn the most, going through the most seen prints (with the stripes at the top) and the colors that will color the season, we break down some of the main trends.

Neon Green

Not only the classics live high temperatures: each of the last summers have reaffirmed that, indeed, there is no year without fluorine tones not slipping in among the color trends of the season. They are usually a chromatic triad made up of pink, orange and green. However, in 2022 there is only one protagonist in the reign of neons: it is green in its most acidic versions such as lime, which goes on to dye a good thickness of the spring-summer 2022 collections. Versace makes this clear when it bets for total looks in which even footwear and glasses are declined in this pigment. The same idea from which Blumarine starts, but in a two-mile key. Brands also demonstrate that neon green can be an elegant option in dresses, such as Valentino's pleats, Badgley Mischka's dropped shoulders or Naem Khaan's cut-out volumes.

Sparkles

In a way, we are facing a season not suitable for the timid. It is not only dictated by the colors that are in trend this spring summer 2022, but also by the materials that the firms have used the most on the catwalk. Beyond linen or cotton, these holidays are a unique opportunity to shine with their own light, and never better said, because sequins stand out as other protagonists of the moment. Tom Ford applies them to all his color block looks, from tops to bloomers, although it is especially refreshing to go for green blouses like the one worn by Gigi Hadid. However, the dress is still the most common habitat in which to find paillettes: their sparkles make Michael Kors silver a common range, while red and copper tones have also made an appearance among proposals such as those of Loewe, Valentino or Rodarte.

Pink

It happens to all of us: we love to recycle basics. Investing in a garment in a flattering color that continues to be in vogue season after season is a stylistic gesture that is repeated when we talk about the range of pinks. The good thing about the spring summer 2022 trends is that they continue to be worn in all their possibilities: we can mention the fuchsia dresses by Molly Goddard or the very light pink outfits by Sandy Liang. However, the trend also involves combining various saturations of pink: this is what Carolina Herrera does in majestic dresses with trains, Rodarte in pastel pink layered designs or David Koma, in styles that combine a whole variant, from shocking pink to bubblegum pink.

see through

What would a summer season be without fabrics that reveal the body, whatever they are? As with white or with flowers, the association of transparencies with good weather and the exposure of the body is direct and well-known, which is perhaps why the designers have wanted to influence it (what has been said: to go through common territories and acquaintances who provide security and well-being). In fact, precisely with flowers it is mixed in the dresses of JW Anderson and Valentino, as well as in the long skirt of Giambattista Valli, making the delicacy of both elements sublime. However, it is in its smoother version (both in neutral and striking tones) that it triumphs among the collections: there are the shirts by Rejina Pyo, Etro, Erdem, Emporio Armani, Emilio Pucci or Dior; the dresses of Balmain, Blumarine, Molly Goddard or Chloé and the most risky bets of Givenchy or Fashion East, where the fabric acquires a watery appearance. The special mention? Schiaparelli, thanks to styling that brings back the sensuality typical of Helmut Newton's images.

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SEXY IS BACK

Brands are bringing sexy back. With this SS22 season, all things sheer, set and short define the collections of luxury brands like Rejina Pyo and Saint Laurent. And why not? Sex still sells, especially when it comes to a refreshing take on empowering silhouettes that make you feel good in your body. With confident designs like these dominating the runway, it's safe to say that society is changing its view of traditional norms of sexuality and embracing an attitude of body positivity that puts self-expression undeniably at the forefront.