Anti-viral-leisure could be a $ 20 billion opportunity for the fashion industry – WWD | Instant News

Facial masks and hand sanitizers are only the beginning. Clothing and accessories inspired by personal protective equipment can be a $ 10 billion to $ 20 billion opportunity for the ailing fashion industry.

From Lizzo on Instagram relaxing by the pool in “Pankini” (it’s a “pandemic bikini” – with masks and gloves that fit the Thick by Robyn label), to the eyewear giant Safilo Group that launches face shields to Bloomingdale’s, a lifestyle trend the next big one can be anti-viral-leisure.

“Fashion is perhaps the most challenged of all industries today, and will be tasked with creating innovations to drive all kinds of activities and growth,” said Marshal Cohen, chief industry analyst at The NPD Group. “Innovation will come by serving how we live in this new anti-virus society … So you will see the birth of all other categories and industries – what can be used as a face shield that does not make you look like a welder, sportswear and socks that will regulate germs … gloves that will breathe but drive away, and wait until we arrive in winter – the neck of a cow can come back.

“Think about when athletics merges with fashion,” he said, using ath-leisure for the context of growth, noting that the trend took the athletic market from $ 4 billion to $ 30 billion in sales. “Now we will see the security and integration of antivirus into fashion,” Cohen said.

The brand has begun to lean towards protective glasses.

Last week, the Polaroid Safilo label launched a collection of Stay Safe face shields for adults and children. “We are seeing demand,” said Vladimiro Baldin, head of the licensed brand and global product officer for Safilo Group, which produces PPE for medical respondents in Italy and the US before deciding to launch the consumer version. He also noted that before the pandemic, many designers had made protective looking glasses (sports-performance shield silhouettes, for example), so there wasn’t much stretch for face shields to become a fashion trend.

Los Angeles-based Bluestone Sunshields, maker of UV-colored “paparazzi” that has been worn by Kim Kardashian West and V. Stiviano, among others, has also included PPE for frontline health workers in a new category for consumers, launching clear face shields with a gold-patterned headband and golden tone decoration. L. veteran retailer Ron Robinson immediately picked it up for his website. “They are sleek and modern and sexy – they resemble cool inverted motorcycle helmet protectors,” he said.

Masks that match the clothes give rise to other suitable accessories.

“We are growing our collection of masks and combo masks,” said Katie Sue Nicklos, chief executive officer of Wing Weft Gloves in New York City, who started selling matching masks and gloves on her website in late May. “Next to be released is a package of seven so you can have one for every day of the week – like an underwear package when you were a child.”

Other “important” accessories? La Mask necklace from the popular La Loop eyewear maker that allows its users to keep their mask coverage at all times.

New antimicrobial fabric accessories enter a more friendly market. In works for more than two years and based in Newport Beach, California, Lutava offers car seat covers, bicycle seat covers, yoga gloves and towels for pandemic era fitness enthusiasts, made from Fitshield, a patented technical fabric that kills General gym-based bacteria, Klebsiella pneumoniae and Staphylococcus aureus within two hours.

After the millions of quarantine pandemics in the U.S. in March, founder Casey Chavez retested and found that it was effective against corona virus which causes SARS. Although there are no lab tests available against corona virus that the COVID-19 case, he said, the time for the launch of its direct-to-consumer and boutique fitness brand still proved to be accidental.

“I was initially worried about going into the market, that I had to spend so much to educate people about why they needed this product. But when a pandemic develops, and people become more aware of germs, it has done a lot of work for me. “

How the search for safety and protection affects fashion silhouettes is another question. Will it clean up and leave the future of a pandemic?

When designers show their next collection, frontline workers may become the new heroes of mood boards, and the penchant for utility-inspired boiler sets can turn into utility-inspired Hazmat suits, proving that Naomi Campbell might like something with her pandemic Jet. Adjust display.

Always ahead of the curve, the airline’s uniform design was on the new frontier of the antiviral era, the same as during the Space Age Sixties. Emirates, Thai Airways and Air Philippines are among those who have launched cabin crew uniforms inspired by PPE.

The new uniform of Filipino-American designer Puey Quinoñes for Air Asia is designed to look more fashionable than frightening. “I was inspired by Ferrari,” he said of the red and white suit with a hood and visor.

Aesthetic training is fixed on Quinoñes, who usually designs bridal wear and women’s evening wear. On June 5, along with his 2020 summer collection, he will launch the Fashion for Protection collection with PPE-inspired jumpsuits available on his e-commerce site. “Many of my clients ask if we can wear protective clothing, something they can wear to a grocery store that doesn’t look too medical,” he added.

The LA-based Production Club, an event company that was devastated by the pandemic, has made a prototype of the Micrashell lawsuit. Designed for people to gather and party safely, this device includes a respirator with a beverage and vape supply system, speakers, smartphone integration, and helmets that look like Daft Punk with cameras and voice communicators.

“There is no way to avoid people going out and partying, so we thought we would find ideas for this suit,” said creative director Miguel Risueño, noting several fashion references including Ambush Design and Yohji Yamamoto. Risueño and his team are trying to create 100 units by the end of the year, and find partners to bring this concept to market, ideally an entertainment or event producer, like AEG, who can customize clothes for use at concerts and festivals.

He also hopes to inspire other designers to jump in with their own ideas about how to keep people safe and stylish in the COVID-19 era. “I think there will be harmony between protective equipment and fashion. If you advance 300 years, there will be people partying on the moon or Mars. “

Or even faster, if Elon Musk’s SpaceX works.

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