Industry Insider Series: Penny Goldstone On How The Pandemic Has Changed Our Shopping Habits For Good
Sep 17, 2020
Our Industry Insider entry for September is by fashion editor, Penny Goldstone. As we continue to navigate an unusual 2020, Penny tells us more about how the pandemic has driven a change for good in her shopping habits, with a shift to vintage and pre-owned.
I have a confession to make: I am, or rather I was, a fast fashion lover, never thinking twice about dropping £50 on a trend-led piece from one of my favourite high-street stores, because at that price, it didn’t matter if I only wore it that summer. But that has all changed since the global pandemic, due to several factors.
First off, there is the financial impact, and I’m one of the few privileged ones for whom this has been a positive one. A couple of years ago, I moved out of London, and while my mortgage was lower that what my rent was when I lived in Balham, my monthly travel card was significantly more (£360 to be exact). By staying home, I suddenly had more disposable income, which meant I had the luxury of being able to buy less but better (though still managing to save a bit every month). This ties in with my second reason to change my habits: the impact my wardrobe has on the planet. I’m sure you’ve all seen the figures showing that a huge 350,000 tonnes of clothes end up in landfill every year, with £140m worth of those still wearable, according to clothes aid.
And I’m not the only one whose shopping habits have changed as a result of the pandemic. I spoke to Lisa Hooker - Leader of Industry for Consumer Markets at PwC United Kingdom, who told me that 20% of consumers want to buy more ethically from now on.
Brands are looking to slow down their fashion pace too, with designers such as Gucci and Armani rethinking the production of their collection, transcending trends to produce less and give consumers fashion they will actually want to wear. Alessandro Michele, Gucci’s creative director, said seasons would soon be obsolete, stating ‘Clothes should have a longer life than that which these words attribute to them’.
The idea of ditching the seasons is one that’s been on my mind a lot lately, because while I love experimenting with trends, if I invest in good quality timeless pieces, I just won’t need to update my wardrobe as much. Which is where shopping vintage or second hand comes in handy, and it’s also a great way to shop designer items on a smaller budget. Plus you’ll soon notice it’s easy to shop ‘new’ trends from past seasons, such as this gorgeous Fendi baguette bag, which taps into the early 00s nostalgia everyone is loving at the moment.
Jewellery is one area I’ve been investing in for a while though, as I was fed up with the speed at which costume jewellery faded. This is absolutely a luxury, however think of how many generations you can pass on your gems too. This 80s statement necklace gives us all the chain vibes we’ve been loving this summer, and will certainly want to keep wearing throughout the A/W season.
Shop vintage designer necklaces
Penny Goldstone, Fashion Editor @pennygoldstone
