FASHION IMPACT

Healthy living is no longer confined to diets and fitness, a whole wellness ecosystem has derived from the trend thus far. Consumers are adopting a wellness inspired lifestyle, considering all elements from their personal surroundings to the fabrics that are on their bodies . Wellness, and all aspects associated, have become prominent social activities consumers feel are worth sharing online. It is apparent that “the desire to project an active and healthy lifestyle online is pushing a!luent consumers to embrace luxury wellness fashion,” (Woodworth, 2018) resulting in an athleisure fashion movement. With an increasing number of consumers taking part in fitness to achieve a healthy lifestyle, an athleisure fashion trend has subsequently developed. Mintel (2017) reports that “44% of consumers bought sportswear for everyday use,” denoting even those who are not taking part in physical activities want to appear to society as though they are.

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IMPACT ON FASHION

Furthermore, the wellness macro trend is taking over fashion with a more complex approach too. A revolution in smart materials is making clothing, that optimizes your personal well-being, possible. Consumers are now living in “an era of “active well clothing” that is connected, intelligent and healing is rising: from anti-bacterial clothes that clean themselves to clothes that can heal or moisturize your body to clothes that express your mood.” (McGroarty, 2019)

An innovative example of this: as consumers crave collagen to support a healthy body and appearance, the fashion industry adapts also, “tech sportswear brand Buki has released a chemicalfree Collagen Collection, which embeds collagen into fabrics to provide all-day moisturizing, and the e!ect never wears out because the fabric is made of the protein.” (McGroarty, 2019) This development implies that fashion and wellness could progress even further, with access to new technologies, information and materials, bettering the physical health of consumers via clothing. 46

FASHION

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High street fashion has also been impacted by the increased awareness of taboo topics such as mental health. With approximately 1 in 4 people experiencing a mental health problem each year in the UK, (Mind, 2019) high-street fashion retailer Topshop/Topman was influenced by shocking statistics and in response collaborated with mental health charity, ‘Campaign Against Living Miserably (CALM).’ The brand produced a 13-piece capsule collection with the aim of “getting people to open up and talk about their feelings, listen and encourage others to do the same” (Topshop, 2019) This fashionable response will directly impact consumers su!ering with mental health issues, as Topshop promises £5 from every garment sold goes towards the funding of CALM’s suicide prevention campaign. There are debates surrounding this topic as it can be viewed that fashion labels are getting involved because it is a current issue and will get the attention of media and consumers, thus translating as insincere.

The fashion industry remains a vital part of consumers’ lives as clothes are pressed against their skin everyday. It is important that this industry moves with the times and continues creating innovative and impactful garments and products that are no longer purely worn for aesthetic reasons but improve the quality of life for consumers.