Next Step for Luxury Fashion is Simplicity, According to Soludos.
While some luxury fashion brands shift their focus to loungewear to cater for the needs that arose during the pandemic, others are using the global lockdown as a tool to predict future fashion trends. Nick Brown, the founder of Soludos, falls into the latter category.
According to his observations, global crisis often makes the world of the luxury fashion change its ideals. For example, he points out, before the economic crisis of 2008, the lingering trend was oft times vulgar sexiness, over-the-top approach and ornaments. These trends got toned down a fair notch once the crisis kicked in, and so by 2010 the world of fashion had shifted towards minimalism and modernism.
The latest Corona Virus crisis is predicted to reinforce the trend of minimalism in luxury fashion circles, however it will also demand for lines that consist of lesser amount of numbers. Amidst redundancies and financial uncertainties, people ended up buying only things they need. This has been particularly tough on the footwear designers as many, as urged per governments, wouldn’t leave the house often.
Soludos themselves have welcomed the change, tailoring their approach to offer fewer products and paying extra mind to sustainability of their production. Their business has moved online too, 70% of the sales now coming through the website. Just like other luxury fashion brands, Soludos thrived on the account of e-commerce.
The influence of crisis covers more than just luxury fashion, Brown muses. In Germany, where Soludos is based, he is surrounded by Bauhaus architecture of 1919, which surfaced to become popular right after the Spanish flu pandemic of 1918, replacing the architecture with a sole function of guiding.
With most people only focusing on bare essentials now, Brown predicts simplicity and minimalism to stay. Brand values, beliefs, missions and foundation will be more important than designs, as well as production practices and ethical approach to workforce. The industry is steadily going in a direction of working slower but harder, shaping luxury fashion to be focused on quality rather than the looks.
Another thing we can see becoming big in the world of luxury fashion is growth of community and mutual help. Many designer brands have been seen collaborating as for the late, joining their forces to provide some form of relief for Covid 19 or offering each other opportunities to tap into one another’s audiences and helping to generate more traffic. It might not be solid partnerships, but promoting one another’s products on their websites sure looks like one. This growing affiliation phenomenon between competing brands can only mean that many luxury fashion retailers recognised they are all in a same boat.