by Lindsay D
With global vaccination programs underway, consumers are finally ready to attend special events again. The party and occasionwear categories are showing recovery after a difficult decline during the thick of the pandemic. What may or may not be surprising is the overall aesthetic of said occasionwear. Brands and designers must provide versatility as consumers with a frugal mindset shift from their leisurely looks to a socially acceptable style.
The shift isn’t as drastic as one might expect, however. The al fresco or outdoor celebration is here to stay, thus providing new opportunities for occasionwear. Developing styles that can be dressed up or down is the goal with popular hashtags including #comfyparty, #twomilewear, and #anyoccasiondress. The word “celebrate” continues to increase across social media while “party” is taking longer to gain traction. This is indicative of a more relaxed approach to social gatherings, be it a picnic or a friend’s backyard.
The micro-ceremony, a downsized life event trending among couples during 2020, has contributed to the need for comfortable, versatile fashion. Alongside this, there has been an uptick in searches for detailed keywords like “cutouts” and “backless” while true party-related words such as “formal” and “going out” are down to 2019 levels. Experts do expect the glamour of true occasionwear to culminate with the winter holiday party season. Brands must take a cautious approach, however, as the demand returns while taking into consideration that in some key regions like Eastern Europe and The Middle East, true party wear is still desired. Taking a market specific approach with party assortments, in other words, is beneficial to designers.
Rental and resale brands are expected to be a future revenue driver with upcycling and sustainability becoming a priority in the minds of many thrifty consumers. They're searching for ways to save. Turning to resale for that luxury occasionwear item will be considered a wise investment. Designing for these types of markets provides the opportunity to invent classic silhouettes that eclipse trends and secure longevity.
Companies like ThredUp, claim they’ve displaced 24.7 million pounds of CO2e. This is the equivalent of taking 868,000 cars off the road for a day. They say that renting for special occasions, alone, saves 3lbs of CO2e annually. With 21 brands, including Madewell and Athleta, leveraging their platform to influence resale, it’s no surprise that ThredUp is one of the largest online resale stores for women’s and kid’s apparel.
Since the Spanish Flu rifled the world from 1918 to 1920, some historians cite a Roaring Twenties-style extravagance as a pattern that could be repeated post-pandemic. Others explain that the notion isn’t quite that simple when one considers that big historical events haven’t necessarily caused the change but sped it up. With that in mind, athleisure was already on the rise before Covid-19, becoming the go-to staple during quarantine. Don’t be surprised if you see someone wearing tailored sweatpants under a blazer at your next special event, as comfort will remain key.
