Home Bodies – A New trend in fashion Emerges
Staying in is the new going out for Millennial homebodies faced with stress and pressure from environments outside of the home. These women and men may be new or future mothers and fathers and the home represents a sanctuary to live, love, work and play.
The growing trend towards more flexible lifestyles supports this new mindset, including more people working from home. In doing so, they are lowering their stress levels, and reducing their economic and environmental footprint by staying indoors. With people spending more time at home, style needs are changing. Brands are launching "work from home" collections that prioritise comfort and ease when it comes to the aesthetic and care of the garment.
They gravitate to "day to night" pieces that work for public and private situations. They look for comfortable pieces they can wear indoors that are also stylish enough to wear out and about (see Hill House Home's 'nap dress' or The Daily Sleeper's feather-adorned pyjamas).
With nearly two-thirds of Millennials and Gen Z saying they prefer brands to have a point of view and stand for something, purposeful initiatives will be crucial for winning this group over.
Look out for companies and brands who are partnering with non- profit organisations to develop their social responsibility as it becomes more and more important to their target consumer. We are hurtling towards an era that the traditional retailer is becoming outdated and that brands need to offer something more than just the sale to stay relevant.
AM Mc Auley