Blog Post Two

I wanted to start this blog by addressing how I have engaged with the Betterlives themes so far, as I study fashion  public relations I am always thinking about how brands can connect with their consumers and a wider audience in an authentic/ socially responsible way. This is something that has only been amplified during the covid-19 pandemic as brands struggle to market their products in a considerate way. Brands must be culturally aware and respectful as the global public battle heightened emotions of anxiety.

I have also been thinking about the positive effects of the global lockdown regarding sustainability, as fashion events or entire fashion weeks move to digital spaces the industry’s carbon footprint will decrease (perhaps drastically if lockdown restrictions remain for both AW and SS). I predict that fashion weeks will never be the same again, even if most brands decide to return to traditional catwalk presentations, some brands will realise that digital platforms are far more effective and profitable for them specifically. Taking all of this into consideration, the Betterlives themes and the current global pandemic have already changed how I might work in the future.

Currently there has been a greater global sense of appreciation for physical belongings, this will hopefully transform into a new wave of consumer behaviour post virus that moves away from the current level of over consumption. During the recent styling masterclass we were challenged to use clothing in our homes to create a look combining garments from a subculture and sportswear, this task made me personally look at everything I had in my wardrobe and cherish it more than ever before. At the end of the day, we all study fashion and we all love clothes! We just need to make sure that the clothes we have, are respected not wasted.

In conclusion, how will the Betterlives themes change the way I work in the future?

• A greater appreciation for the things we already own will start to stop over consumption and this will change how brands communicate with their consumers, meaning there will be a desire to create a valid community rather than marketing to the masses.
• Brands and individuals are contributing to the efforts to stop the spread of the virus, this charitable and community feel will stay and there will be more marketing/PR strategies that include this.
• Digital spaces will be used more frequently and potentially replace the traditional fashion show, this would benefit the environment and could create a new fashion calendar.