Fashion. Whenever we think of that word, we think stilettos, cutting-edge blazers, bright lights and slicked back hair, plus millions of dollars worth of high-end fabrics and accessories. We don’t automatically think comfortable or cozy. But since the pandemic, people have found themselves strutting the runways from home. And so, the ideals of fashion have changed yet again.
Press rewind and think back to the beginning of 2020. Since everyone was ordered to stay at home in mid-March as a safety precaution, society had to figure out how to continue thriving in previously uncharted territory. Once the pandemic hit, many people turned their focus to being comfortable. People automatically gravitated towards sweatpants and looser-fitting clothing instead of tight, uncomfortable suits and such because they had more freedom at home than in the workplace. Ultimately, this meant that something in the fashion industry needed to change: in order to meet the needs of their consumers and not lose profit, outfitting companies began producing items that catered to the consumer’s desire to be comfortable yet still feel chic.
Fashion is often promoted by celebrities wearing a specific item of clothing or by idolized companies advertising a new item through social platforms, but this was not the sole reason the comfort fashion trend spread. Rather, it was simply due to the fact that everyone was facing the same dilemma of finding a medium between casual and professional while operating from home. Even more so, it was because people could find ease, comfort, and purpose through their wardrobe choices to help them cope with the immense change coronavirus brought.
Once luxury brands across the globe–take Gucci, for example–picked up on these pandemic trends, more affordable fast-fashion companies like American Eagle or H&M also jumped aboard the comfort fashion bandwagon. When looking at these companies’ websites, it is apparent they have taken to producing more sweatlines and loungewear.
In looking at the numbers, it’s obvious just how much the desires of the average clothes buyer have changed. According to an in-depth analysis conducted by The New York Times, sweatpant purchases jumped up 80 percent during quarantine, with Google searches for sweatpants increasing by 85%. Similarly, the blockbuster retail company Gap reported an increase in online sales for “comfortable clothing,” like leggings and sweatpants, throughout quarantine.
Regardless of whether or not we’re stuck at home, there are days when we feel like dressing up and days when we opt to be more comfortable, and fashion now encompasses this reality more fully than ever before. So while trends may be ever-changing, and times will continue to move forward, when it comes to fashion, 2020 will be remembered as the year of comfort.
