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‘This year represents rebirth. I want my wardrobe to reflect that.’
We’ve spent the past year in sweatpants, consumed by uncertainty, said Miami clinical psychologist Dr. Christina Ferrari. “You’re going to see a lot of people overcompensating for what they couldn’t wear” during lockdown.
Jeremy Scott, the creative director behind irreverent Italian brand Moschino, sees Roaring Twenties-style decadence in this post-sweatpants rebellion. I call it Joy Dressing, but whatever term you use, the phenomenon has been brewing since early February, according to Libby Page, senior fashion-market editor at luxury e-commerce platform Net-a-Porter. During the pandemic’s darkest days, customers were buying a “sea of very neutral tones and loungewear,” she said. What she’s witnessed selling lately: spirited prints, swishy tiered skirts and jubilant ruffles as well as “very bright, bold, colorful dresses” by cheerful brands like Zimmermann.
That label’s creative director, Sydney-based Nicky Zimmermann, has always produced upbeat, feminine looks (like the dress at right) and stayed the course during Covid. Her brand’s elevated U.S. sales suggest it paid off. “We can see that women want to go out and feel beautiful,” she said, adding that her lushly floral collection was conceived to lift spirits.
Laura Vinroot Poole, founder of the boutique Capitol, with locations in Los Angeles and Charlotte, N.C., said customers are experimenting with eccentric styles they would have shunned pre-pandemic. One L.A. client, previously devoted to blacks and browns, splurged on an emerald silk Dries van Noten top and pink mules. “She’d never bought anything crazy before,” marveled Ms. Vinroot Poole.
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