The first In Season look book launched in June 2020 when hospitals were at their breaking points, millions were unemployed and millions more were adjusting to working, schooling and living in the confines of their homes. Families and friends were separated. Travel was off limits and typical fashion cycles fell to the wayside as consumers found physical and emotional comfort in loungewear.
What a difference two years makes.
More than 220 million people in the U.S. are fully vaccinated with the Covid-19 vaccine. Employees and students are getting reacquainted with their morning commutes and consumers of all ages are excited to replenish their wardrobes for a life lived outside of their pandemic bubble.
Despite not getting much wear in 2020, jeans are now the starting point for many consumers rebuilding their closet for various reasons, whether it’s because they now wear a new size or just want a fresh look. In the next three months, consumers expect denim (30 percent) to be one of the top clothing purchases, right behind T-shirts (35 percent), according to the Cotton Incorporated Coronavirus Response Survey, March 2022. Nearly half of all consumers (44 percent) say they have worn denim jeans to work, and in the coming months, more than 7 in 10 consumers (76 percent) say they expect to wear their denim jeans as much or more than they do now.
Denim itself has received a glow-up, thanks in part to being a mainstay on fashion week runways. Jeans are prominently featured in The Metropolitan Museum Costume Institute’s exhibition, “In America: A Lexicon of Fashion.” It is the focus of new documentaries, the topic of endless online style guides and a key fabric for young designers cutting their teeth in fashion by upcycling old jeans.
But when you strip away the glamorous and buzz-worthy anecdotes about denim, you have a category that is a leader in fashion’s sustainable makeover. The Fall/Winter 23-24 fabric and trims collections featured in this look book highlight how investments in recycling, solar energy, wastewater treatment facilities, dyeing technologies and so much more are building a stronger, more efficient and responsible industry. Fabrics are more sustainable, versatile, durable, and touchable than ever. If that isn’t enough reason to get back into jeans, what is?
This Fall/Winter 23-24 In Season look book made possible with the support of Cotton Incorporated will help arm designers with the fabric, trims and trend insight they need to know to bring these exciting developments to retail.
Click here to view the look book.