Fashion in the post-Covid era: “First party, then introspection”

Trend watcher Hilde Francq tips the most important trends every six
months. This time, the Color Trend Webinar looked ahead to the
post-Covid era. FashionUnited already noted that Autumn/Winter 22/23
will look green, digital, awoken and healthy.

“Obviously, the eyes are now on what the trends will be in the
post-Covid era,” she says. “Some trend watchers are seeing the
hedonism and decadence of the roaring twenties return. Revenge
dressing and shopping as we are already seeing it in China is an
indication of this. On the other hand, there is talk of the ‘trembling
twenties’ – a period characterized by doubt, uncertainty and
instability. After all, the pandemic taught us to think about the
place of humans in the world.”

Francq predicts a combination of both models: “First there will be a
party, then it will be time for introspection. Sustainability will
become self-evident, and companies will have to take responsibility
for this themselves. Think of Hermès , known for its high-end quality
leather, which now focuses on mushroom leather. Adidas introduced the
Stan Smith Mylo, sneakers with mycelium sole”.

Hermès Victoria Bag, made of
MycoWorks Fine Mycelium

“During the crisis, Generation Z in particular was hit hard mentally”,
says Francq. “And that at a crucial moment in their development.
Mental health is therefore definitely a topic. In addition, the ‘woke
movement’ is omnipresent”. She cites well-known American figureheads
such as Pharrell Williams, with his gender-neutral beauty label, and
Amanda Gorman, with her anti-racist inaugural poem. All these shifts
were already visible before the crisis, but went into higher gear due
to Covid. Francq bundles them into four themes: wild nature, digital
life, a better world and mental health.

Amanda Gorman. Beeld: Kevin Dietsch

AW22 trend: Back to the wild

“During the pandemic, we have come to appreciate nature again and we
realised that contact with it contributes to mental health,” said
Francq. “There is also the impact of global warming. Calls are made
for ‘rewilding’, the release of nature – just think of the Belgian
‘Don’t mow May’ campaign in Flanders. A sign of fashion is the
collaboration of Gucci and outdoor label The North Face. Alternative
materials based on mushrooms or algae will become mainstream thanks to
this trend.”

Daniel Shea voor The North Face x

AW22 Trend: Digital Living

“Our lives took place largely digitally and became a hybrid between an
analog and digital existence. The first NFT (non-fungible token) of a
work of art was also auctioned. We can now claim ownership of a unique
digital file. This opens the way for virtual clothing. For example,
Nintendo and Net-a-Porter worked together on a virtual collection of
clothing for the avatars in Animal Crossing.

AW22 Trend: Better World

According to Francq, the most important question is: What did you do
today to save the world? “Not only is the impact of a product
measured, an extra contribution has to be made. Brands no longer go
for zero waste but ‘negative waste’. Upgrading old textiles or
residual materials makes patchwork a trend within this theme –
colorful and with a mix of motifs. Brands also pay attention to issues
other than the environment with the aim of attracting the ‘woke

Dolce & Gabanna SS21
#DGSicilianPatchwork ©

AW22 Trend: Mental Health

The last theme may well be the most predominant, says Francq. “Because
of Covid, health became even more important. We are eager to be
monitored, tracked and advised. Health has become the new luxury. The
healthy mind will also be in the spotlight, mental issues become
normal. In addition, more attention is being paid to death. Loovt is
already a comfort brand that wants to break the taboo around grief and
mourning with designs such as the cuddly sweater. The trend also has a
strong influence on architecture. Retailers will opt for interiors
that evoke a sense of security and a familiar feeling,” she concludes.

Loovt sweater, image by Loovt.


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