What does fashion mean in the days of the coronavirus? When people are focused on basic needs, concerned about their health and that of their loved ones; when they are locked up at home for weeks that risk becoming months? When shops close, when even e-commerce sees their turnover drop from 70 to 90%? When the world locks up and on the whole chain, from producers, manufacturers, retail network, consumers…everything disappears.
Is all the trend forecasting that has been done before evaporated in a few days?

Today the consumer certainly doesn’t want to know which new capsules you are going to launch or which drop is coming. They are all concerned about their health and that of their loved ones. For the economic situation and the impact that the coronavirus will have on their work and for how long.

We all wonder what impact this experience will have on consumer needs, on new consumer trends.

We’ll certainly come out of this in a new way of consuming. Some trends will be exacerbated like slowing down consumerism, others will continue, like ecology, and others will arise from these new ways of life we are experiencing. In an immediate perspective, we have seen a significant shift towards cocooning and comfortable clothing and an increase in activewear, for homemade sports such as yoga and fitness.

We have relied on our technology to analyze the Instagram profiles of the most interesting influencers and begin to offer you an analysis of what is trending now and how it could affect the near future. For those who can react immediately: DNVB, pure players and e-tailers, these are the products to invest in now. We know that the creative teams are working on the next collections, so we will soon propose a study on the impact of the coronavirus on trends and a trend forecasting on the next trends to come, so that you can consider them in your future collections.
Livetrend technology continues to analyze images and fashion content online, to give you continuous access to the evolving trends that are changing as never before to interpret our future habits and lifestyles.

Stay tuned !

Obviously, our habits have completely changed and the influencers show us well what products they are wearing, like all their followers, and the consumers anyway. We’re all in the same situation, all confined in the house, looking for a little bit of reassurance in practical cocooning and cosy clothing. We are realizing that the situation is serious and our feelings are of fear, anguish, uncertainty. The clothing must respond to these moods, enveloping us, cuddling us, transmitting relaxation and simplicity. If we share the house with the family, the children, those feelings are combined with those of protection, benevolence and love. So we prefer reassuring colours, soft hands and comfortable, stretchy fabrics.

At the top of our ranking is the tracksuit. No longer just a street-wear symbol, but now also a homewear statement. It was since Juicy Couture that the tracksuit hadn’t been this stylish. From Milanese Veronica Ferraro and Chiara Ferragni, who have been locked up for a month now, to @vickyandthekids, @pernilleteisbaek, @jeanettemadsen, bloggers have opted for a comfortable and practical, minimalist and passe-partout look.
Note that compared to street-wear where the hoodie is a must, here the sweatshirt is more crew neck. Minimalism reigns supreme: statistically the No logo and no prints win.

Reassuring and enveloping knitwear are the perfect pieces for this unstable moment. It is not only the warm and practical side of the knit, but there is also a psychological side. Soft hands will be the predilection: cashmere and viscose in priority. The big gauges will gradually be replaced by lighter weights. The oversized jumpers are going to give room to cardigans. These are often worn over lingerie and sleepdress. Great allies for getting out of bed, they end up to be worn all day long. Credits : @carodaur, @emilydonato, @lekasha, @tsantastic.

While all product categories saw sales drop to 90%, online lingerie sales have grown before the lock down. But the most worn products on instagram are not sexy and provocative pieces, lingerie complements everyday looks with a certain nonchalance. Minimalist but feminine pieces, the most worn by influencers are the minimalist bra and the evergreen sleepdress.

Bra is on vogue on Instagram. Influencers don’t hesitate to post cosy, effortless looks they are wearing at home. The styles are rather minimalist, functional and unstructured. Comfortable and stretchy, these bralettes are worn in and out of bed. Overlapping these bras, the influencers are wearing cotton, masculine, plain or checked shirts, or warm cardigans. Credits : @kimkardashian, @leoniehanne, @skims,@noholita,  @mvb.

Staying at home, the woman rediscovers her underwear and slip dress is an evergreen basic ductile piece. Suitable for all morphologies, wearable day and night, it is definitely a must-have of the moment. The looks on Instagram offer an intimate and sweet atmosphere, as natural as a stolen photo. In fact, the colors are quite light: pearl white, powder, blue. Usually made of satin or envers satin, the sleepdress is not lacking in details such as lace, pearls or feathers. The necklines highlight the décolleté or the backline and the lengths fluctuate between short and maxi. The beautiful images in the pictures are from @reformation, @rosiehw, @vanessahong, @sabinasocol, @sofluffypl.

What to do these days? Obviously trying to keep fit. The pursuit of well-being and fitness remains a priority. Apps that offer free-body exercises to do at home, online yoga classes and jogging around the house (where it is still allowed) which remains one of the few moments where you “get dressed to go out”. The active-wear outfits are popular on Instagram: leggings, bralette or crop top i must of this trend.
From a coloristic point of view, even if black is never missing, here we finally see some strong colors and played on color-block cuts. Last but not least: the sneaker is still a useful and practical accessory that doesn’t lose its appeal.

Bras, croptop and leggings, here is the most loved look for fitness training sessions. Indoor or outdoor, everyone show off their outfit and the physique that goes with it! The virus threatens our health and we want to take better care of our bodies than before. Being healthy means being fit and eating healthy. Influencers set an example as @constantlyk, @twentymontreal, @valentinaferragni, @veronicaferraro, @vickyandthekids.

What footwear to bring into the house? Obviously the slipper is the shoe of preference. Comfortable but stylish, opt for styles that can be worn inside as well as outside. Of course they are not cheap, but once the lock down is over, you can also take them outside, and right now, only the idea seems a great deal.
Flat or with a very low heel, moccasins, espadillas or mules, the important thing is that they give off sophistication. No sloppiness on the feet, beautiful materials, refined colours, but without too many excesses and frivolousness.

Our favorite brands specialized in this type of product are currently Vibivenezia, Baboosha, Capulette, Le Monde Beryl, Mila. Take inspiration from these single-product brands. If it is not a product that is normally part of your collection plan, propose collaborations with these specialists ! It’s the right way to propose the products of the moment, outside the usual catalogue. You can increase brand awareness thanks to the associated brand and get a good advertising.