Designer Amit Aggarwal feels sustainable fashion & brand loyalty will return, people will give up impulsive buying post corona

In the wake of the coronavirus pandemic, a lot of industries are struggling to find a foothold in a new world and fashion is no different.

Vogue editor-in-chief,, recently opened up on how theneeds to slow down and “show less” in the wake of the coronavirus pandemic. Speaking to supermodelin her YouTube show, Wintour argued that the twice-yearly fashion weeks in New York, London, Paris and Milan, couture weeks and resort shows were due for an overhaul and that the industry really needed to “think about the waste and amount of money and consumption and excess…that we’ve all indulged in.”

Truer, More Sustainable Fashion

Designer Amit Aggarwal agrees. “(Post the pandemic) I think fashion will get closer and more honest to the brands’ core beliefs, values and aesthetics,” he told ET Panache.

The after-effects (of the pandemic) are going to take a significant amount of time to wade off completely.

“Classics will come back with a contemporary outlook. There will be the elimination of excess products that fashion houses sometimes make to tap new markets, leading to lesser wastage. I definitely see a shift towards more modern and newer workmanship, employing the strength of local craftsmen, (with an) emphasis on intricacies, finesse and quality of the product.”

“The after-effects (of the pandemic) are going to take a significant amount of time to wade off completely (but) I hope the fashion industry recovers (and moves) towards a better structured and reinforced fashion cycle with a clearer vision and thought out product. Internationally, we are seeing all fashion weeks going digital and focusing on a more signature and sustainable product.”

Bye, Bye, Impulse Buy
Asked how the customers themselves will change post the pandemic, Aggarwal believes that brand loyalty will once again come to the fore.

“Consumers are going to look for the authenticity of the product, definitely (will choose) a value for investment over (an) impulse buy. Consumers shall eliminate products and brands that are not of the utmost necessity and (will) choose brands that have a more streamlined vision and identity. Brand loyalty or repeat buying will come back as a trend, because of trust in the brand.”

Being more careful about where the materials are sourced from, ethical ways of making clothing and knowledge of the product before purchase are some habits he predicts consumers will incorporate.

Aggarwal also believes that since the pandemic has forced consumers to slow down and take time to re-evaluate their choices, they might be more inclined to change their buying habits with this new awareness. Being more careful about where the materials are sourced from, ethical ways of making clothing and knowledge of the product before purchase are some habits he predicts consumers will incorporate.

Life Post Lockdown
Once the lockdown is eased and it’s safe to travel, Aggarwal hopes to go on a holiday, not just to relax but to create.

“Traveling has always inspired our collections and embroideries whether it’s the native textiles of Vietnam, Africa or immersive art experiences in London. Once the lockdown is eased and when it’s safe, I definitely look forward to interacting with the new, better and changed post-pandemic world.”

Falguni-Adwaita Nayar, Neeta-Nishka Lulla: Mother-Daughter Duos Who Took Their Bond To The …

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All In The Family

There’s no inspiration better than a mother. They raise us, build homes and balance work – all with the multitasking power of a superhero. It is they who define the people we grow up to be, and it is often them who we aspire to be like.

As we celebrate Mother’s Day in these testing times, we look at famous mothers and children who together built empires.

In Pic: Nykaa’s Falguni Nayar with twins Adwaita and Anchit (L); Neeta Lulla and daughter Nishka (R).