Fast fashion & consumption: current changes and needs. 

Fast fashion & consumption: current changes and needs. 

The pandemic is known to have had a negative impact on fast fashion & retailing, affecting sales of several products in physical stores with record declines. At the same time, the clothing and accessories business of many brands began to operate more successfully via the Internet; and there has been a noticeable growth in local commerce with the flexibility of lockdown. The latter, far from the hustle and bustle of urban centers, offered more security and convenience to customers.

These aspects invite us to reflect on the effects of COVID-19 on fast fashion & consumers behaviour. Although we have lived with negative opinions which decreed the end of fashion at the start of the pandemic, since the deprivation of social cohabitation made it impossible to use many elements of our wardrobe and therefore deconstructed many. The sensory codes attributed to it, the signs of recovery in retailing give us other perspectives, which we will discuss below.

The effects of the pandemic on fashion consumption behaviour

Investing in rooms better suited to the home office is an example of these effects. There are still those who seek the alliance of comfort and sophistication in new acquisitions, so as not to cause problems of credibility for the professional image itself, nor of physical discomfort in the long working days remotely.

Clothing, accessories and makeup worn on a daily basis and on conference calls were frequently requested, showing that trend reports at the start of the pandemic which indicated minimal aesthetics, comfort and chic for these occasions were not wrong.

Revenge shopping, motivated by stress compensation for confinement, is also part of the effects of the current context. But their lifelong existence should be emphasised, as the pursuit of emotional relief often affects fashion consumer activities. The point is that this suppressed demand has generated benefits for the economy and for fashion retailing, which is showing signs of recovery in many countries.

However, some viewed such behaviour as extremely unnecessary and futile in the current scenario. These people have become very attached to the need for material detachment and are still getting rid of excess today. The sale of second-hand clothes, shoes and accessories, which supplies second-hand shops, is the result of all of this, besides the increase in the search for information on how to build a capsule wardrobe. .

The demand for second-hand items has also increased, which has led to the opening of new vintage online stores. The demand for sustainable fashion capable of minimising socio-environmental damage, which already existed before, has become even more important. To this same end, the hiring of image consultants, personal stylists and personal shopper has become more attractive and even a reality for many.

Demand for services and career transition in the image industry is growing

The restrictions imposed by the emergence of COVID-19 have not only had an impact on fashion consumption behaviour. For many, the moment has been the moment of resignation from their own identity and way of life, causing the need for image readjustment, whether on a personal, social and / or professional level.

Many find that using the services of a personal stylist, image consultant and personal shopper can offer invaluable advice in communicating image correlation strategies, creating directions in wardrobe reconstruction. and fashion consumption planning, in addition to an opportunity to experience greater self-knowledge and empowerment.

In addition, it is understood that these professionals are able to generate real savings in time and money, two very valuable advantages, especially in the current circumstances! Versatile solutions that make everyday clothing and accessories easier. If you are considering using these services in your area, or making a career transition, now is the right time to invest!

Text by Luiza Oliveira – Image Consultant and Personal Shopper trainer of our ESR Brazil unit.

Is the visagism just an aesthetic harmonisation?

Is the visagism just an aesthetic harmonisation?

Is the visagisme just an aesthetic harmonisation? What if I aim to achieve a disruptive image? Is aesthetic harmonisation the best way?

The word Visagisme comes from French and means Face. And maybe that’s why this term is often related only to face shapes and how to enhance or harmonise that shape through haircuts. No no no … it’s not make-up, it’s just hairstyles that match the aesthetic of the face. If so, we would wear the same haircut our entire life. The make-up is deeper and much more interesting.

Visagisme  is the art of creating a personal image that reveals the inner qualities of a person, according to their physical characteristics and the principles of visual language (harmony and aesthetics), using make-up, cut, colouring and hairstyle . , among other aesthetic resources (HALLAWELL, P.)

It was Fernand Aubry in 1936, famous French hairdresser and make-up artist, the first to carry out work in the concept he called visagisme. Through his work he has sought to show, emphasise and reveal the beauty of every woman. He said: “There is no woman without beauty, but beauties hidden and not revealed ”

It is important to emphasise that the visagisme is not a technique where one follows step by step and one obtains a sure and definitive result. Make-up is a concept that uses several techniques and the result is always unique and individual. A person may perform various assessments throughout their life and the outcome may be different as that person changes throughout their experiences. Your age, routine, friends, interests, preferences and tastes change and therefore this image cannot be projected. Neither should we build our image solely on looks and fashion trends.

So to answer our question up there, no, the visagisme is not just an aesthetic harmonisation. We can aim to create a creative, original and disruptive image. Is aesthetic harmonisation the best benefit of make-up work?

Therefore, it is important to answer the following questions before requesting an image change: Who am I? What image do I want?

A visagiste evaluation aims to build (or propose modifications / adjustments) a more adequate personal image with an aesthetic harmony and in accordance with the wishes of the client. The goal is to get to know the client and find out what they want to express based on their personal image, i.e. to create a personalised style that truly reflects their inner beauty.

A complete facial analysis involves:

1. Facial analysis – face shape, features and asymmetries to assess energy and aesthetic harmony

* Physical characteristics: lines and shapes of the face;

* Skin temperature, eye colour and hair colour;

2. Observe the dominant temperament: dynamic, calming, leading or organized

3. Who is the client (at this stage of life):

* Lifestyle

* Professional requirements

* Personal needs, objectives and preferences.

The suggested changes may involve changes in hair colour, cut and texture, makeup, eyebrow design, and accessories (glasses, earrings, etc.).

The main result of the make-up analysis is the self-knowledge of the client, who is the main character in the decisions on the changes and alterations he will bring to his image.

The professional who works with the visagiste concept comes closer and will know how to help his clients to reveal their true beauty and this does not follow the standards, because it is unique.

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Genderless Fashion

Genderless Fashion

For some time now, fashion shows have been showing a genderless fashion trend for both adults and children. The new generation demonstrates that gender does not determine the type of clothing and that any room can be both masculine and feminine. As a result, genderless fashion is on the rise and is taking place in all wardrobes. It’s a fashion that allows you to find your style in a comfortable and elegant way. Keep reading our article and learn more about it! Link in the bio

There is a paradigm shift in our understanding of what gender and sex mean, i.e. being able as a society to realize that in personality formulation these issues arise separately. Today we are experiencing a much broader reflection on gender studies, LGBTQ + activism (gay, lesbian, bisexual, transvestite and transgender, queer) and the theoretical feminist perspective. Therefore, all these questions eventually took off and brought new discourses. Celebrity style changes and genderless fashion.

The rupture of these concepts also happened with Coco Chanel. She was the first woman to dress and create feminine models using pants and blazers, in the early 20th century. From there, famous actresses like Marlene Dietrich, Katherine Hepburn, and Greta Garbo pioneered appearing in public in pants. At the time, Marlène Dietrich had even received a warning from the French police because women were not allowed to wear pants in public places.

It was in 1960 that unisex fashion emerged, where women adhered to short hair and costumes, but even so, male and female models still existed. Since then, the plays have become popular and the paradigms of gender ideology are deconstructed. In 2014, actress Angelina Jolie stole the show on the red carpet at the BAFTA (British Academy Film Awards) in London, wearing a blazer, dress pants, bow tie and high heels. Jaden Smith, son of actor Will Smith, adopted the dresses, finding a style of dress that promotes comfort and well-being. Artists like David Bowie, Kurt Cobain and Jared Leto have also ignited the media for adopting dresses and skirts in their wardrobes.

The important thing is freedom of dress and choice! The clothes are designed for people and not for men or women. In addition, each piece respects the individuality and peculiarity of the body and aims to offer comfort, in addition to bringing elegance to the look. Colours and patterns have no gender, and everyone creates their style with the color they prefer and with the room that suits them best. Let go of the concepts that definitively determine the masculine and feminine and just dress well, boosting self-esteem and making the daily routine easier. This is the proposition of genderless fashion