How Covid-19 transformed our wardrobes

The pandemic has changed a lot of things, but it’s had one of the biggest impacts on the way we dress and what we buy

With nowhere to go and no one to see, you’d think our shopping habits would have plummeted, but our receipts tell a very different story. The UK’s e-commerce sales increased by 74% in 2020, according to Econsultancy.

So, why are we spending so much money on clothes when 2.2 million people risk unemployment this year?

“People are seeking two things: a sense of control and a sense of normalcy,” says Lindsay Bryan-Podvin, a financial therapist at Mind Money Balance. “Going shopping is something very concrete that we have control over - go to the store, pick something out, purchase it. It also mimics pre-pandemic.”

Mental health issues have seen a surge since the pandemic hit due to stress and loneliness. Splurging on a new handbag might not have been the best thing for our bank accounts, but it gives us a dopamine release, Lindsay explains. This reaction occurs when we do something fun and exciting.

When we online shop, we get that hit three times: when we browse, purchase and receive the product. We’ve been on our phones 34% more during the lockdown, according to Statista, meaning we’ve been exposed to even more adverts from fashion brands.

Lindsay says: “Shopping through social media is easy on most social media platforms. It's integrated into the user experience, making it feel like it's part of using the app.”

TikTok saw a 75% rise in downloads in the first six months of lockdown, according to Forbes.

‘Shopping hauls’ have gained popularity on the platform. It’s where users make a video of the clothes they have bought – usually with a catchy song in the background.

Thanks to TikTok’s clever algorithm, the more of them you watch, the more that comes up on your home screen. Every swipe becomes a constant reminder that there’s always something new to buy.

Many young people want to become social media influencers, so they show off their new clothes as a way to break into that world, in hope of gaining views. TikTok gives anyone a platform, no matter what their follower count is – making it perfect for aspiring fashionistas.

But for some people, the constant need for new has taken the fun out of shopping. Instead, they’re left feeling “stressed” over missing out on new releases.

“Every time I open the app, I feel pressured to buy the latest thing,” says Chloe Hicks, 19 from Hemel Hempstead. “I’ve literally bought so much stuff that I probably can’t afford. I’m not even going to look at my bank account.”

Fast fashion retailer, Shein sells garments priced in the single digits. The site saw an increase in sales since the pandemic hit, according to Forbes, which could have something to do with TikTok.

There are hundreds of #Sheinhaul videos, with some reaching thousands of likes. Users can make money if their content gets enough views. So, are people buying clothes because they need them, or just to earn money and the chance to become the next online ‘it’ girl?

“This trend of buying hundreds of dollars worth of Shein and posting about it is so irresponsible,” says model Diamond Buckley in her recent video. “The problem comes when you’re posting these huge hauls […] with millions of impressionable kids [watching]. They see how many likes you’re getting [so] they’re going to do the same thing. It’s just wasteful.”

Thrifting videos were popular on the app last year and encouraged users to buy second-hand. But with charity shops closed due to lockdown restrictions (at the time of writing), it means that people are resorting to old shopping habits.

Second-hand apps, like Depop, are notorious for overpriced clothing – sometimes people will buy clothes from Shein and sell it for double the price. This means that people are turning to fast fashion for cheaper and newer alternatives.

However, similar sites like eBay and Vinted have been gaining popularity – the latter is even number one on the IOS app store. But users fear that they will have the same fate as Depop, and re-sellers will take away the affordability of it again.

Some brands have seen the pandemic as an opportunity to become eco-friendlier. With fast fashion retailers taking over their usual customer base, they have to make themselves stand out. And with more people wanting to make green choices, it makes sense.

“Consumers have become much more aware,” says Alison Lewy MBE, author and founder of Fashion Angel. “The pandemic has highlighted the impact on the environment that fast fashion has […], and with fair wages.”

Brick-and-mortar shops have been closed for months, meaning they've had to re-think the way their stock systems work. According to Econsultancy, 61% of retailers will be reducing their inventories. This could have positive impacts on the environment, as fewer garments will go to waste from overstock.

Festival and swimwear brands have been hit the hardest. Their sales have plummeted as most holidays and events have been cancelled for a year.

Brands like The Dumb Blonde Club and Treasure the Funk have introduced loungewear as a way to adapt. Former festival label Kasela Studio has changed their branding altogether and won’t be switching back to festival wear again.

Arianna Ajtar is the founder of the women's clothing site, Mars The Label. She told her Instagram followers that the pandemic has made her realise that she can't "put [her] eggs in one basket" with designs.

The brand is renowned for body-sculpting swimwear and party clothes, but they've recently introduced joggers and gym items to evolve with the times and keep business going.

Although loungewear has seen an inevitable surge, you might be surprised about what influencers have been wearing. Despite the cold weather and lockdown restrictions, they’ve been wearing everything from mini dresses and heels to blazers and boots.

Where have they been snapping up their looks, you ask? Empty car parks. Due to good lighting and privacy – they’re the ideal picture spot whilst everything remains shut. Some influencers even took pictures of themselves in bikinis in the snow in February.

Since Boris Johnson announced the easing of lockdown, ‘June 21 outfit inspiration’ has been at the forefront of our feeds. Dresses, skirts and crop tops are back, in preparation for ‘hot girl summer’ (the phrase coined for a summer of freedom and feeling good about yourself).

Some retailers like Prettylittlething and Missguided even have a section on their website for the occasion. Fashion is optimistic right now. People want some inspiration back in their lives.

We might be dressing up for the 'gram and buying our future clubbing outfits – but we’ve all been wearing our joggers off-camera. Sitting in anything else at home feels criminal.

Although some people’s shopping habits have increased, others have been more cautious with how they spend their pennies. It seems to be one extreme or another.

Fast fashion brands have over 52 micro-seasons a year, according to HuffPost. Why spend money on clothes that might go out of style by the time you can wear them?

But since the warm weather has been growing closer, more people have been investing in summer pieces. What better way to celebrate the grand re-opening than with some new pieces for your wardrobe?

Nothing beats the atmosphere of a shop. Feeling the clothes and experiencing the purchase can't be done behind a screen, which is why some people are waiting for the shopping centres to open before they splurge their cash. But even when stores were open last year, the fitting rooms were still closed for hygiene reasons.

Online shopping is easy, quick and sometimes cheaper. The biggest appeal for the dying high street is being able to try on clothes. But if you can’t even do that, it gives yet another point to e-commerce.

The 57-year-old retailer Topshop closed its doors forever in January this year. ASOS bought the company and it will now be sold exclusively on their website. It’s predicted that 18,000 other stores will follow suit this year, Retail Gazette reported.

Face masks have become the new fashion accessory. It’s mandatory to wear them in public indoor spaces, so people have been forced to get creative. Polka dots, zebra print, leopard spots – name a design and someone will sell it.

Every brand is coining in on them - from designers like Balenciaga to Etsy sellers who make them by hand. And it’s no wonder why. The market is set to be worth over £5 billion by 2027, according to Grand View Research.

Back in March 2020, when personal protective equipment was in high demand, some fashion brands helped supply key workers with resources.

Prada provided 80,000 medical overalls and 110,000 masks, whilst Burberry fast-tracked 1000,000, according to PopSugar.

But the do-gooding doesn’t stop there. The pandemic has brought the best out of everyone, and many designers donated to coronavirus charities. Dolce & Gabbana supported Humanitas University’s research project, whilst Ralf Lauren gave $10 million to a mix of charities.

Masks have become part of our daily lives, but some people have noticed that they've given them skin problems like spot breakouts. A little confusing when most of us are wearing less makeup, right?

Here’s why it’s happening: masks can block pores with sweat and oil, especially if they’re not washed frequently. To avoid this from happening, make sure you wash your mask after every use and clean your face beforehand if possible.

Whilst makeup lovers might wince at the thought of smudging their lipstick underneath them - some people have appreciated the break from makeup.

"I barely wear foundation anymore because my mask covers my face", says Anjuna Farrell, 42 from Hemel Hempstead. "It saves me so much time, it is great!"

NYX Cosmetics introduced their smudge-free lip gloss this year, and beauty editors rushed to try it under their face coverings. 'The mask test' is the new way to determine how well a beauty product handles transfers.

We asked you…

How has Covid-19 changed your shopping habits?

Chloe Smith, 20, marketing assistant, Hemel Hempstead: “I shop a lot less as I don’t want to buy stuff if fashion changes after lockdown. But I’m excited about shops opening.”

Georgie Jonas, 20, student, St Albans: “I’ve definitely been ordering more clothes online.”

Daisy Ross, 19, student, St Albans: “It’s made my shopping habits so much worse. At the start, I didn’t buy as much. Since September, I’m either online shopping or looking at holidays.”

Haniya Iniyat, 20, sales consultant, Nottingham: “I’ve ended up saving more money as I don’t online shop that much and haven’t been able to go to stores obviously.”

Chloe Hicks, 19, student, Hemel Hempstead: “I have been buying more as it gives me something to look forward to.”