Our lockdown purchasing cart has been stuffed with naked necessities, a great deal of skincare and PJ units. The latter, sarcastically, being a piece of our wardrobe which we by no means cared for earlier than.
Thus, it doesn’t come as a shock that manufacturers have began to supply an entire new class of garments — loungewear.
Evidently, the COVID-19 pandemic has invited a shift within the style business, the place consolation reigns at a time when staying at house is inspired. However, it additionally begs questions: was there any want for this new part of clothes? And now that it’s right here, will it stand the take a look at of time?
Some main manufacturers providing this wardrobe important throw of their opinions.
Blurring boundaries between work and residential
Catering to consolation, Ritu Kumar launched Aarké final yr. The model, which seamlessly makes house within the wardrobe, gives a diversified vary of breezy tops and bottoms. Amrish Kumar, managing and artistic director, Ritu Kumar shares the pandemic impacted the alternatives of customers drastically, and with the present tradition of work-from-home, the requirement has shifted in direction of clothes that’s appropriate for house. “The pattern is altering with clients searching for cosy and comfy outfits.”
‘Comfy clothes’ typically reminds us of the time when road model and athleisure had been attempting to make their mark within the business. However is loungewear the identical? Kumar says in relation to athleisure style, “it’s nonetheless thought-about sporty in nature and is a vital a part of the active-wear section”.
Agreeing, Dipali Patwa, group head of brand name, neighborhood and digital FabIndia group of firms, shares, “Style has all the time been a mirror for society’s temper, aspirations and on this case, the pandemic. Loungewear gives easy-to-wear types made to seem like you have got made simply sufficient effort for a Zoom name or to run a couple of important errands.”
Suppose shackets and sweatpants, kaftans and krops, or free-flowing home clothes and PJ pants and tunics. For males, it gives simple kurtas with shirt cuffs or churidar with pockets — all boiling all the way down to reinventing the fundamentals for on a regular basis consolation.
Conserving the road between worn-out and stylish intact
For many of those manufacturers, the USP of this class is breathable materials with congenial designs and mid-high value factors. Tanvi Malik, co-founder of FabAlley & Indya tells indianexpress.com that one wants to pay attention to the skinny line between garments that consolation you — the worn-out saggy T-shirt you modify into put up work — and the snug garments you put on at house.
“When designing loungewear, we make sure the types examine all of the bins of consolation clothes like breathable materials, sensible silhouettes, and ease of damage, whereas making them interesting with putting ethnic prints, vibrant colors, and progressive and on-trend particulars,” she says.
Equally, UNIQLO goals to supply an easy model for customers who’re on-the-move, to develop their garments by retaining sustainability in thoughts. Below their LifeWear idea, they supply clothes that matches everybody’s existence. The spokesperson explains it with one among their denim types which seems like denim however shouldn’t be actually denim. Thus, the polished impact stays intact however the roughness of the identical is cancelled. “The cutting-edge trousers are made with an genuine denim wanting alike cloth that was developed in Quick Retailing’s Denims Innovation Middle,” the spokesperson says.
Whereas the gathering of Aarké ranges from kurtas, kurtis, clothes, suit-sets, tops and bottoms. “Materials used within the making of the gathering are cotton, chiffon, rayon and viscose,” Kumar provides.
Easy and fluid in nature, they make it simple so that you can take in your conferences within the morning and casually step out for a stroll within the night. The worth vary for these manufacturers is anyplace between Rs 600 and Rs 3,000.
What the longer term holds
Whereas the business has come a great distance from promoting sequined clothes and high fashion bridal put on to matching units and flowing kaftans, loungewear is a transparent necessity for the time being. However, the pandemic will come to an finish sooner or later and the looming query will likely be: the place will our lounge units go?
Patwa is a agency believer of the concept that the pandemic garments will turn into an extension of our house, offering ease, consolation and reliability. “We aren’t going to decorate to be seen however moderately our focus will shift to consolation, cosy, sustainable clothes.”
Including to the identical, Kumar, too, believes regardless of the shift in our wardrobe which was ‘anticipated’, “the work-from-home situation has made an vital shift within the dressing habits of the buyer, as this section has obtained a serious increase in the course of the pandemic”.
This, coupled with elevated consciousness of sluggish style and aware consumption, will encourage individuals to purchase much less however higher. In consequence, “loungewear will proceed to play a important function each functionally and culturally” Patwa explains.