Coronavirus has certainly pushed people into a new state of comfort in their homes, which they always wished for but never thought could happen. Social distancing and working from home have shifted requirements for categories such as workwear and clubbing attire, to clothes suitable for life in the house. The importance of comfort and functional details has become an integral aspect of clothing that several other brands are starting to flag.
“When I scroll through ZARA's app, all I'm looking for are joggers, loose t-shirts, and everything similar to that. More than comfort, it's about being practical, because I know I'm not stepping out, even if I am it's going to be for essential work, then what's the point of buying their latest sequin top?” says Bhakti Kalidhar, 21, a student at Delhi University.
The difference between luxury and basic sleepwear has now become more transparent as consumers explore their options in comfort wear in which they can work or chill-in all day long. The world is hostile in new ways now, and, instead of sharp edges, we're settling into an altogether more protective and cushioned aesthetic – and brands are coddling us accordingly. Several existing brands have come up with a separate comfort-wear collection to fit in this new normal.
“The pandemic has made people rearrange their closet into a more comfortable one. I would want my brand to suit my customer's comfort. Which is why I came up with a separate loungewear collection designed to be worn outside and at home.” shares Sagrika Grover, 25, a fashion designer and owner of Essgee.
The lines between day and night, work and relax, stay in or go out have completely blurred in 2020. A loose top and pair of baggy pants can now be counted as a birthday outfit! Times are changing, and so is fashion.
