Consumption is driven by strong motivations such as emotion, identity, and social connection, but COVID-19 has put pressure on these stimuli. As a result, the values and habits that have traditionally shaped how people relate to spending are shifting dramatically. With 80-90% of Americans and 52% of Britons a...

Restrictive social distancing measures and an increase in remote working have seen the spaces for sartorial self-expression shift from public to private. In the post-pandemic era, how might people use clothing to define their identities, and what kinds of garments will they come to cherish?

There are numerous ways in which to define oneself – from physical appearance to hobbies to religious beliefs – but what do people see as integral to their identity? Canvas8 polled 1,000 Americans and spoke to eight individuals to understand how they would characterize themselves.

High-end fashion brands have generally not performed as well as fast fashion on transparency rankings. With exclusivity and a sense of mystique among the segment’s unique selling points, luxury labels have long been more comfortable with opacity. But could consumer pressure force a change?

With fashion in flux, people are looking for alternative leaders to initiate meaningful change. Bethany Williams’ approach, which goes beyond sustainable fabrics to encompass social enterprise, is a lesson for all sectors in how to create a truly human brand for the pandemic age.