This Art Direction Project envisions an editorial feature, focused on the current situation (Covid-19) in relation to the trends that emerged on the catwalk for the season AW20/21.
Inspired by the business attire, I was asking myself the question whether suit and tie were wishful thinking or a prompt unburdened return the work environment we knew pre Covid19. With a lot of people working from home at the moment, dressing for work has become an ambiguous phrase. Dressing for work from the waist up? Dressing as if no one were looking? Is a cubicle so much different from our small apartments in a crowded city? Aren’t we used to restriction and weren’t we hoping for more innovation at a faster pace? And is the notion of getting dressed for work even attainable and something clearly defined when looking at the next generation of workforce. Millennials and GenZ have different ideas about work and the way it should look and feel. And while trends aren’t timeless, it is difficult to argue that a crisp button-up shirt will ever go out of style.
It is interesting to consider whether „powerdressing“ will mean the same thing going forward. Women at work no longer want to dress like men to feel empowered and taken seriously and this is reflected on the runways of the world. Business attire seems to be catching up with the movement for equality and acceptance.
It is this juxtaposition of spacial restriction, timely or out of date and empowerment through power dressing that the Art Direction project, laid out as an editorial shoot, will focus on. And while uncertainty is lingering even on glossy pages, one thing is for sure: We are getting ready to work through this. Suit up!
This project was published on fashiontent
