The coronavirus has brought us what many have called ‘strange and uncertain times’. The world has become unknowable and surreal, and we are left dealing with that shift in the immediacy of our reality. What once stood solid is now adrift. They also say that in art, form follows function, so in an adaption to these wildly mutating times, fashion brands have reportedly adopted a ‘waist-up’ approach to their upcoming lines. 

Whilst head-to-toe looks might have reigned in the past, the attention to detail is now being paid centrally in video conference camera sight. Prada is noted as one brand that has significantly moved its trademark logo prominently to the neckline of many items. The brand is said to have been influenced by our contemporary relationship with technology and its influences within society -they were clear however they were not directly inspired by Zoom. Elsewhere comfort is being forefronted by many brands with drawstring trousers and elastic waists spotted as widespread on the recent runways. Coats have also morphed into large cape-like shapes, echoing the comfort of a blanket and giving the wearer lots to wrap up in. Tunic tops and roll necks also focus the attention from the waist up. For the year ahead we’ll be looking at layered tops and statement ear and neck jewelry. Who knows? Perhaps next we’ll see a reassurance in 80s sequin bows or handkerchief ties for the Zoom discos on Friday nights. 

In an interview with Cristina Criddle of the BBC, Deborah St Louis, founder of Fashions Finest commented: ‘Moving the logo up to the neck is a good way of keeping your brand out there and making a fashion statement.’ She went on to note a desire people have to look professional despite being at home, reflect that ‘People still want to appear professional, when working from home especially, but now we see a shift towards a more casual relaxed look’. Her comments suggest the world is relaxing into this new normal, drawstring waistband first, logo neckline second.