Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Distance
Couture
Designers and creators are debuting outlandish physical distancing clothing.
5.8
Trend score
Trend
What is the Distance Couture trend?
Distance Couture: Many designers and artists are creating extravagant fashion pieces that are intended to push the agenda of physical distancing during the COVID-19 pandemic. Although some products can surely be worn in public, the designs are intended more as display pieces for exhibitions, marketing purposes, or even activism.
Insight
The consumer insight behind the Distance Couture trend
Individuals continue to be mindful of keeping their distance from others in favor of their personal health, as well as that of their community. Maintaining greater personal space, however, can be a tricky longterm task and as a result, many individuals are looking to normalize it by engaging in content that confronts the "new normal" rather than activations that tiptoe around it. In doing so, consumers feel more motivated, engaged, and accepting of their reality.
Trend themes
Themes within the Distance Couture trend
Three behaviours holding the trend together01
Physical Distancing Fashion
Designers and artists are creating extravagant fashion pieces that are intended to push the agenda of physical distancing during the COVID-19 pandemic.
02
Stylish Personal Protective Equipment
PPE has shifted from essential for healthcare workers to almost everyone else out there in the midst of the COVID-19 pandemic, which is something several designers are taking in stride, creating PPE that is both stylish and safe.
03
Preventative Fashion
Preventative fashion is emerging as a concept, where fashion designers are creating clothing articles and accessories that assist people in practicing social distancing in style during and in the wake of the outbreak.
Industry implications
What the Distance Couture trend means for industry
Where the trend changes the playbookFor
Fashion Industry
The fashion industry is the most suitable industry to look into disruptive innovation opportunities that intend to normalise social distancing.
For
Manufacturing Industry
Disruptive innovation opportunities are available for the manufacturing industry to explore to create PPE that is both stylish and protective.
For
Travel and Tourism Industry
The travel and tourism industry can explore disruptive innovation opportunities to create unique clothing designs and accessories that assist in practicing social distancing while maintaining a sense of extravagance and elegance for their clients.
Workshop question
How might your brand contribute to consumer comfort within the "new normal" narrative?
Trend signals
Trend signals for Distance Couture
Trend score 5.8 out of 10, from popularity 88%, activity 77%, freshness 9%.
Popularity88%
Activity77%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Distance Couture trend
5 featured examples from Apr 23 to Jun 18, 2020CategoryArt & Design
Social Distance Hat Designs
Veronica Toppino is Inspired by Historic Examples of Social Distancing
The fashion and apparel industry can incorporate social distancing features into their designs to meet changing consumer needs.
CategoryLifestyle
Social Distancing Dresses
Multiply Created a Preventative Fashion Accessory Inspired by Crinolines
Incorporating innovative design elements into clothing and accessories to address emerging societal needs such as social distancing.
CategoryPop Culture
High-End Hazmat Suits
Erykah Badu Sports a Louis Vuitton Hazmat Suit at the Texas Film Awards
The fashion industry can create protective clothing that is both stylish and effective at preventing the spread of disease.
CategoryLifestyle
Haute Fashion Face Shields
This Face Shield Design by Joe Doucet Has a Stylish Design
Fashion designers and brands can incorporate their expertise into creating stylish, yet functional PPE.
CategoryArt & Design
Wearable Rattan Cages
Livable's Well-Distance-Being Encourages People to Keep Their Distance
The fashion industry has the opportunity to design and produce innovative socially distant fashion designs.
