Fashion and Beauty Trends

How the Pandemic Has Changed Fashion and Beauty Trends

What’s In: Enhanced Eyelashes, Crocs and Streetwear

What’s Out: High Heels and Dress Shoes

The coronavirus crisis has upended just about every part of daily life. Tens of

millions of Americans are out of work, and a deepening recession has forced

many people to rethink their spending.

Consumers are heading back to shopping malls but there are fundamental shifts

in what they are buying. Retailers — already saddled with a glut of unsold winter

and spring merchandise — are scrambling to get a handle on these new habits

and what is projected to be a long-term shift in the types of clothing, shoes and

accessories people will be willing to buy. Fashion and beauty trends will continue

to evolve around the impact of the pandemic:

Hello, false eyelashes and bold brows

Sales of eye makeup are on the rise as Americans look for ways to express

themselves behind face masks while staying six feet apart. False eyelashes are

leading the charge with mascara and eyebrow products following closely behind.

When you to out and you are wearing a face mask, products emphasize your eyes

have become more important.

Sales of lip products, meanwhile, fell - no one wants lipstick smudges inside their

masks.

Makeup sales picked up last month after months of declines, when much of the

country was hunkered down at home. Many Americans shifted away from

cosmetics to skin care products such as face scrubs and body creams, which are

still performing well. Sales of high-end soaps, home scents and hair color also

have risen in recent months.

Goodbye, high heels and stiff dress shoes

Women are finally ditching high heels . Sales of high heels and other dress shoes

have been declining for years but the pandemic has turbocharged their demise.

Sales of men’s and women’s dress shoes has plunged. Some women will put their

stiletto-shaped heels back on but most will likely never wear them again.

It is all about comfort now: Slipper, sneaker and comfort shoe sales have surged

as consumers have splurged on higher-priced options such as fur-lined Uggs,

Crocs, known for their homely but comfortable signature foam clogs, and

fashionable sneakers.

Haute-couture houses hooking up with sneaker brands is symptomatic of a

larger, overarching trend. It’s yet another step towards “streetwear” becoming

fashion’s new normal – something which has been taking place for several

years now. Still, for anyone convinced it was just a flash in the pan, this should

serve as further proof of streetwear’s staying power in the fashion arena.

This trend is likely to continue even as Americans return to work. Shoe

manufacturers are busy creating designs with padded insoles and other athletic

touches to add stability and comfort. Retailers are recognizing that they’re going

to have to rethink what they know about work and fashion.

A return to basics

Malls are open but don’t expect to see racks filled with seasonal trends. With

money tighter, retailers and consumers are loading up on evergreen basics and

neutrals and fewer impulse purchases.

That has led many retailers to stock up on items such as plain T-shirts, classic-cut

jeans, and beige and khaki pieces that won’t fall out of favor if they don’t sell right

away. Following fashion trends is not that important this year – jeans, joggers

and leggings and neutral lingerie are the biggest sellers. Comfort and personal

style (the way an individual expresses themselves through aesthetic choices such

as clothing, accessories, hairstyle, and how is all fits together) is the ultimate goal.

Shorter hemlines

According to common lore — and the century-old Hemline Index — skirts and

dresses get longer as the economy worsens.

However, fashion is heading in the opposite direction, away from maxi dresses

and floor-sweeping skirts. Th main reason is that retailers are trying to entice

shoppers to buy above-the-knee fashion to increase sales.

Even more casual wear

Corporate America has been retreating from suits, blazers and ties for years, and

analysts expect to see more athletic wear and casual attire at the office even after

the pandemic is over. When Americans do head back to the office, they’re likely

to trade in business casual for “Silicon Valley chic”. Think hoodies paired with

blazers, and cargo pants with silky or metallic tops and bold sneakers.

There will be much more mixing and matching between dressing up and

dressing down - pieces from different brands and cultures that together reflect

your own allegiances and interests. The pressure is off and it will be okay to

wear the same things over and over again. Remember that style is timeliness.

 https://www.washingtonpost.com/business/2020/06/15/fashion-beauty-trends-coronavirus/