Psychology of Dress and its Influence on Fashion Designers Post Pandemic

The pandemic has disrupted the fashion industry and affected the psychology of people towards dress. This study examines the relationship between fashion and self-awareness, changing trends in the industry, and how it influences the designer's mindset. Mixed research strategy is used to meet the defined aim of the study.

How psychology of dress
will influence designers
post pandemic

ABSTRACT
Pandemic created a direct impact over the humanity and also disrupt the imagination of
people into different ways. After lockdown, most of the people feel irritating and frustrating,
while some of them will set up new ideas into future. With the help of mixed research strategy,
scholar uses both qualitative and quantitative research method that helps to meet the defined aim
of a study. In this, interview has used under qualitative research whereas survey method has used
for quantitative. Therefore, through the results, it can be stated that there is a positive relationship
identified between the fashion and self-awareness because almost all the respondents are agreed
with this and also stated that price, colour, design and style definitely affected the purchasing
decision of customers. That is why, it can be stated that after pandemic the psychology of people
definitely changes due to changing trend in fashion industry. So, fashion designers must adopt
the changes and offer the same to the customers in order to attract range of customers towards it.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
Research background..............................................................................................................1
Rationale.................................................................................................................................1
Aim and objectives.................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
2.1 Introduction......................................................................................................................2
2.2 Concept of psychology of dress and theories associated with it......................................3
2.3 audience's views towards changing trends of fashion during pandemic..........................4
2.4 How the pandemic has affected our relationship with fashion and self-awareness.........5
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
Research type..........................................................................................................................7
Research approach..................................................................................................................7
Research philosophy...............................................................................................................7
Data collection........................................................................................................................8
Data analysis...........................................................................................................................8
Sampling.................................................................................................................................9
Reliability and validity...........................................................................................................9
Research limitations...............................................................................................................9
ETHICAL CONSIDERATION.....................................................................................................10
CHAPTER 4: RESULTS...............................................................................................................11
Qualitative research..............................................................................................................11
Quantitative research............................................................................................................12
CHAPTER 5: DISCUSSION.........................................................................................................26
CHAPTER 6: CONCLUSION......................................................................................................29
Conclusion............................................................................................................................29
Recommendations................................................................................................................29
REFERENCES..............................................................................................................................31
APPENDIX....................................................................................................................................33

Interview transcript-1 (Judie)...............................................................................................33
Interview transcript-1 (Oli)...................................................................................................36
Interview transcript-1 (consumer)........................................................................................40

Title: To ascertain the psychological influence of dress on identity and how this affects an
actor’s psyche within Fashion industry.
CHAPTER 1: INTRODUCTION
Research background
In the current era, each individual has affected adversely due to pandemic and it also
change the imagination of the people regarding fashion especially. Therefore, by disrupting
everyday lives of people, the pandemic provides an opportunity to designers regarding fashion.
Also, the psychology of the people has been affected due to pandemic and that is why, designers
start thinking over their designs by examining the changing need of customers. Moreover, it has
been also evaluated that the present study will be helpful to understand how the pandemic has
introduced new ideas with regard to fashion (Johnson and Lennon, 2017). The study is based
upon the fashion industry and examine how psychological influence the designer's mind by
adding creativity within dress so that it creates positive impact over the customer's mindset.
There are lists of the psychological changes identified which occur when an individual
wear clothes and thus, it can be stated that dress always affect the behavior, attitude, personality,
mood, confidence, way of interaction as well (Mair, 2018). Therefore, it can be stated that
fashion has a long standing relationship with the social as well as personal identity because it
portrays an individual image like how he/she is different from social situation. Thus, it can be
stated that by using mixed research type, scholar can determine the mind-set and how it
influences the designer's thought, and inspire them to present innovative products for their
customers.
Rationale
The rationale for choosing the research topic is such that there are changing fashion trend
identified within an environment due to pandemic that create a huge alteration within people’s
lifestyle and dressing sense. This is turn recognized as a research issue because changing trend
affect the overall perception of the people and to meet the demand of customer's designers have
to come up with new as well as innovative ideas to grab their attention (Bhatia, 2017).
Therefore, with the help of a mixed research, scholar could shed a light upon how the
psychological influence on the dress on identity and it also affects the designer's views as well.
Another rationale for conducting the research on this particular topic is such that it will
assist investigator to enhance the knowledge pertaining to chosen topic. Further, the study also
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benefit researcher to improve the interpersonal skills so that it can be used in the future where
applicable. However, University also assigned the topic and that is why, scholar has to perform
the research which in turn improve the learning skills and collect the information pertaining to
psychological influence on dress. Hence, the chosen topic will assist the scholar to gain enough
knowledge so that effective suggestion can be drawn to meet the requirement of customers.
Aim and objectives
Aim: The aim of the study is to assess the psychological influence of dress on identity and its
effect upon the actor's mind.
Objectives:
 To understand the concept of psychology of dress and theories associated with it.
 To examine the audience's views towards changing trends of fashion during pandemic.
 To analyse how the pandemic has affected our relationship with fashion and self-
awareness.
 To recommend the ways through which the fashion industry meet the customer's demand
by designing the same products.
Research questions
Q1: What do you understand by the concept of psychology of dress and theories
associated with it?
Q2: What are the audience's views towards changing trends of fashion during pandemic?
Q3: How the pandemic has affected our relationship with fashion and self-awareness?
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is a section of research where the opinions of the scholars are
represented about the topic of study that is conducted. This chapter involves critical level of
evaluation and understanding over the topic of study that is conducted by the scholar. The
delivery of this whole chapter is segregated into multiple themes based on different aspects
about the research study that is conducted. Themes are designed on the basis of the needs and
requirements of the entire study that is delivers. Critical level of evaluation is established over
the research theme so that all aspects could been cover in order to provide the precise knowledge
and understanding about the topic of study.
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2.2 Concept of psychology of dress and theories associated with it.
As per the definition provided by the Kalogiannidis and Chatzitheodoridis (2021), in
literature philosophy is defined as a concept that denote the beliefs and ideologies related to life.
This whole idea is about to provide an overview about the different elements of the life of the
human being. Philosophies are the one that guide the designer to produce a creative idea in order
to develop a dress that can attract its target customer base along with support the needs and
requirements of the customers. In the general tendency the designer always target to cater the
demand and requirements of the fashion enthusiasts by providing the bets suitable collection for
coping up all different needs and demands of the customers (The origin of deconstructionism in
modern fashion, 2020). Philosophy is nothing less than an idea or belief based on which
designer tend to develop a certain product that can match up both the criteria trendy as well the
quality meet the customer expectations.
The views of the Voss (2020), reflected in its literary work that social psychology of dress is
one of the core approach that designer usage in process to design the most attractive dress
possible. This psychology address two different questions such as what the dress is about and
what is the social psychology behind the entire design of the dress. The psychology plays a
significant role for the designer to identify and spot the potential areas of practice related to the
development process of any dress. Every time designer look forward to developing a certain
dress it motivates the respective designer to get inspired with the certain feature of the idea or
the certain area that could allow the designer to create a dress. The role of psychology is under
the process of getting right inspiration of developing the respective dress and the certain belief
that allow the designer to approach the entire process of designing the dress in the best way
possible. The opinions illustrated by the Takyi and Bentum-Ennin (2021), denote that designing
dress is not only restricted to providing a certain design over the material. This is more like
giving the feel, design, shape, essence of the inspiration behind the dress and all these elements
that support the designer to develop a certain piece of art in form of cloth. The basic role of the
social psychology is to meet up two different means by creating a dress one is modifier of body
processes and the other one is communicating about a certain thought or emotion. Designer take
a huge support from this psychology as it motivate and inspire the designer to deliver all the key
objectives lead the overall design and development of a certain cloth. The role of the social
psychology is to link the individual with the society so that a clear statement or perception could
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have been portrait over the piece of cloth that is developed by the designer. Social psychology
support the designer to establish the connection between the creative mindset and the target
customer associated with the respective dress that has been designed. This psychology cover all
the various features related to dress design such as beliefs, attitude, feeling and behaviour of a
certain art form or the idea that could inspire the stakeholder in developing a certain clothing
line.
The criticism has been established by the Brydges (2021), about the social psychology
for approaching the overall designing process of a particular dress or clothing line. This
psychology is very limited in nature as this is more like approaching the traditional ethnic wear.
When it comes to ensuring futuristic requirements this psychology take a back step for the
definers. Most designer do not like to use or take a guidance from this psychology in process to
design the entire clothing line. Also, the limitation is over the possible designs that can be used
to design a certain cloth. When it comes to launching a clothing like designer require different
ideas associated with one single thought or mindset or the different beliefs and aspects that can
guide the designer to bring out certain number of thoughts that can provide a clear vision for
designing each individual clothing line. This psychology clearly restrict the designer in
launching or designing oir developing the whole clothing line that can support the best form of
clothing wear along with respective the creative mindset of the designer. There are many
limitations that could allow the scholars to oppose the use of this psychology in process to
design or develop the creative features over the clothing line or in fashion. Also the criticism has
been developed over coping up with the latest trends with support iof this psychology.
2.3 audience's views towards changing trends of fashion during pandemic
On the basis of the opinions illustrated by the Del Valle (2020), that covid pandemic has
created various changes in the fashion industry. The entire pandemic has changed the perception
of the people in target market about the fashion and trends. IN the time of pandemic entire
business environment faced many changes that could allow the stakeholders to approach the
various dimensions and changing trends of sector in the best way possible. IN the time of
pandemic trends that are witnessed like face mask with every clothing line. Today designer has
concentrated to design mask according to th clothing line. This is also designed in the same way
entire cloth is designed by the professional. Use of mask with clothing line has been the recent
trend adopted by the professional and the entire fashion industry. The post pandemic perception
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of the people and stakeholders has changed immensely as it is guided towards all the fashion that
can protect the people from all across the globe. People after the pandemic become more
conscious about the health care and the products that provide the health care advantage along
with the basic nature of the respective product segment.
The criticism has been established by the Lee and Lee (2019), that post pandemic time
has been very challenging for the people all across the globe. The entire pandemic has changed
the market dimensions that allowed the people and fashion enthusiasts to look at the price of the
product as well. The pandemic has significantly affected the buying power of the potential
customers in the market. Adopting fashionable products and the segments are usually very
expensive in nature. Pandemic of covid 189 could completely affect the buying power of the
target customer base in market as it could completely destroy the income structure of people in
market (Kim Jones picks the best looks form his Cactus Jack Dior collection with Travis Scott,
2020). Many fashion enthusiast either loose the job or they have to allocate employment related
services at a lower prices. All this could significantly affect the purchasing capacity of the
potential customers in the respective target market. Low income base could not motivate the
respective fashion enthusiast to meet up all the needs and expectations associated with the
fashion. The impact of all this is created in such a way like people started pursuing towards the
cheaper product range or the old clothing line that is cheaper as compare to the latest trendy
product line.
The views of the Janssens and Steyaert (2019), towards the views and opinions of the
people towards the changing trend in the era of post covid situation. The pandemic situation has
further created some significant change that people started becoming more answerable towards
all different fashion related issues. The pandemic could allow the people to invest more time due
to work form home like practices that could allow the fashion enthusiast to invest more time in
searching for new fashion and trends.
2.4 How the pandemic has affected our relationship with fashion and self-awareness
As the opinions of the Seebauer (2018), is designed in such a way that the entire situation
of pandemic has influenced the relationship of the people with fashion. The entire situation of
covid 19 has created many changes that could influence the perception and relationship of the
people and fashion in the respective target market. The role of the pandemic is such that it could
create an awareness in the market about the target customers and the fashion of the people. The
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covid pandemic has imposed the work from home like practices which could bring more
attention of the fashion enthusiasts towards the trendy products. This entire situation has given
more time to the people for understanding the fashion and trends in the market. Held (2020), has
been reflected its views about all the potential impacts covid pandemic has created in the market.
The work from home like practices could allow the fashion enthusiast to get some time to know
about all the latest fashions and trends. This could bring more enthusiasm in between the people
to adopt new and trendy products by ordering it online. Perception has also changed after the
pandemic time. Due to extra time people started getting more aware about the various fashions
and latest trends in clothing line (The origin of deconstructionism in modern fashion, 2020).
Also, the designer across the globe has utilized this time to create awareness in between the
potential customers in the market. This can indicate that the post covid time could create
stronger connection in between the people at a global level which could create a different
perception of people ad fashion line.
The criticism has been made by the Jost (2020), in its study that the impacts of pandemic
has been negative as well. The perception of customers has changed as now it is more keen
towards cost oriented fashion rather than going forward to the rich fashion. Due to the pandemic
income of the fashion enthusiasts got affected that could not motivate to afford all the latest and
trendy products. Lack of buying power could not motivate to the fashion enthusiasts to go
forward for buying the fashionable and latest trendy products in market. The attitude of the
people also got affected due to the covid pandemic.
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CHAPTER 3: RESEARCH METHODOLOGY
With the help of Saunder's research onion framework, scholar suggest strategies that
helps to meet the defined aim and also generate valid conclusion. Also, there are different
strategies used by the scholar in order to identify the correct information regarding the chosen
topic.
Research type
There are three main types of the research which are mainly used by the scholar i.e.
qualitative, quantitative and mixed. Such that qualitative research mainly deals with non-
numeric figures and relied upon theoretical frameworks (Mohajan, 2018). However, quantitative
study only deal with the numbers, facts and figures in order to generate the best outcomes. While
mixed research type is a combination of both qualitative and quantitative study where facts and
figures along with theories can be used to determine the best results. As per the chosen research
topic, mixed research type has been used by the scholar in which both qualitative and
quantitative methods used to obtain the valid results. Therefore, it can be stated that through the
chosen methodology, investigator may easily able to investigate the society's views regarding
fashion.
Research approach
It is a plan and procedure within research that spans the steps from broad assumptions to
detailed method of data collection, analysis and interpretation. It is also divided into two types
i.e. deductive and inductive. Deductive approach mainly used to test the hypothesis and helps to
cllect the data pertaining to quantitative study. However, inductive study completely relied upon
to determine the pattern and relationship that assist to build the theory, along with this, it is
based upon qualitative study.
From all, researcher used both inductive and deductive approach because it helps to
present the information based upon the mixed research type. Moreover, through chosen research
approach, scholar is able to determine the psychological influence of dress on identity. That is
why, investigator can easily attain the defined aim and objectives by conducting the research in
more precise manner.
Research philosophy
It is the belief through which data about the phenomenon should be gathered as well as
analyzed. Further, it is also divided into two types such as interpretivism and positivism. Under
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interpretivism research philosophy, scholar interpret the study in a hypothetical manner by
considering qualitative study whereas, positivism helps to interpret the results by considering the
factual knowledge which in turn assist to improve the results in an effective manner
(Zangirolami-Raimundo, Echeimberg and Leone, 2018).
From these, both positivism and interpretivism research philosophies has been used by
the scholar that helps to collect the best sources in order to identify the results in an effective
manner. Further, by using the positivism philosophy, scholar can conclude the results and prove
the hypothesis regarding the chosen topic i.e. relationship of customer's views with fashion and
self-awareness. Whereas, through interpretivism philosophy, researcher can interpret the views
as well as link the same with theories used in literature review section.
Data collection
It is the method through which relevant and appropriate information can be collected and
gathered pertaining to chosen topic. Thus, there are two ways through which data can be
collected such that primary and secondary (Basias and Pollalis, 2018). Similarly, in the context
of present study scholar also used both methods in order to determine how post Covid-19 will
impact the psychology of dress. Under primary research, interview and survey method has been
used that assist scholar to collect fresh information and also generate the best outcomes. Such
that interview method used under qualitative research method whereas for quantitative, survey
has been used through the means of questionnaire.
Moreover, for secondary data collection methods, relevant books, published journal
articles, newspaper and online websites has been used that assist to develop a brief thesis under
literature review section. Therefore, it can be stated that with the help of chosen data collection
methods, scholar can conduct the study in more precise manner. Also, assist to investigate how
garment design, color, share and graphics can easily influence the fashion consumer's mental
well-being.
Data analysis
Data analysis is all about to extract the information collected in order to provide a deeper
insight about the chosen research aim. Therefore, data can be collected by two different ways
such as SPSS and thematic data analysis method. Such that with the help of SPSS, research can
analyze quantitative data in which software has used that provide valid conclusion regarding the
chosen research questions. That is why, only thematic data analysis has been used by the
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investigator in order to analyse the data pertaining to psychological influence on dress However,
on the other side, with the help of chosen method, scholar analyze the data collected through
qualitative as well as quantitative study i.e. interview by using themes in order to present the
entire research in a presentable manner. While by using graphs, themes and different charts
assist to represent the entire study in effective manner. Thus, it can be stated that with the help of
such tool, scholar is able to present the relationship between variables and also interpret all the
key findings that helps to drawn up a valid result as well.
Sampling
It is the process used in statistical analysis through which a predetermined number of
observance are taken from the large population in order to meet the defined aim (Dodds and
Hess, 2020). There are two methods of sampling which can be used by the research i.e.
probabilistic and non-probabilistic. As per the defined aim and objectives, simple random
sampling method has used where scholar selected participants randomly. For the same, 97
respondents have been chosen where 94 selected for answering questionnaire whereas, 3 of them
selected for interview in which 1 of them is fashion designer while others belong to industry.
Reliability and validity
In order to conduct the research in an effective manner, it is necessary to consider
reliability and validity aspects simultaneously. With regard to the reliability, scholar must use
copyright protected article which entails about the psychology of dress and its impact over the
society. in addition to this, pertaining to validity aspect, scholar select articles which were
published after 2017 and among all, scholar mostly prefer books, journals articles published
from 2020 because pandemic also start from the same. This in turn assist to collect the
information regarding the chosen topic so that effective results can be drawn.
Research limitations
Research limitations might affect the research in opposite manner such that time, money
and unavailability of sources have a direct impact over results (Stenfors, Kajamaa and Bennett,
2020). In addition to this, due to limited time availability, scholar uses both qualitative and
quantitative research types that helps to generate the valid results. Whereas, there are many
websites where scholar faces an issue of access denied that consumes enough time and might
delay the project. Thus, to improve the same, researcher could use keywords that helps to
determine the results in more effective manner.
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ETHICAL CONSIDERATION
It is recognized one of the most important key aspect of the research because it helps to take
a research at proper direction. With regard to this, researcher must sign a consent form by
selected respondents which ensure that they willingly participate within a study. Along with this,
it is also necessary for the researcher to comply with Data Protection Act in order to prevent
sensitive data from third party (Brittain and et.al., 2020). Moreover, reference list has been also
added at the end of a report which entails that the research has not copied from anywhere. Also,
researcher must adhere with all the principles that helps to conduct a research in ethical manner
and also results derived from this might assist to make decision by fashion designers. Researcher
also ensure that there should not be any miscommunication among respondents because it affect
the results in opposite manner and that is why, flow of communication should smooth either
telephonic or written format.
Overall, it can be stated that research participants should not be subject to harm in any
ways otherwise it affects the results in opposite manner. Thus, by obtaining full consent proper
to the study will help to determine their views pertaining to research.
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CHAPTER 4: RESULTS
Qualitative research
In order to analyse the result using qualitative research, interview transcript has been used
where 3 interviewees have selected where different questions asked pertaining to research
objectives.
Interviewee 1 (Judie):
As per the transcript, it has been interpreted that interviewee shared a pretty complicated
relationship with fashion industry where individual consumes lot of clothing. That is why, Judie
had shared an interesting relationship with clothes changes i.e. clothes can be a way to show
yourself. That is why, there is a positive relationship examined with clothes whereas sometimes
it might be difficult. For an interviewee, clothes are valuable and invaluable, also they did not
use the same to influence others. According to the interview, it has been also interpreted that
there is a misconception among people of buying clothes, so, people should play intelligently
because buying thousands of shirts at bulk without knowing own choice is waste rather than buy
a single and stylish product.
The pandemic also changes the style of dressing within interviewee such that start
focusing upon different colours and learn how to dress in order to look cool. It can be stated that
pandemic provide an opportunity to groom themselves within fashion industry. The chosen
candidate also added that lockdown was full of black and white, that is why, after it prefer to go
with colours because it makes human happy.
Interviewee 2 (Oli):
The second interviewee was a student in fashion industry due to their creativity, market
and trend research, wanted to be a part of fashion industry. Candidate also added that there is a
strong relationship with clothes such that it is a way to express personality, that is why, can be
stated that it makes people more confident. However, there is a negative impact of clothing also
identified because it exposes the difference between social classes that reflect inequality.
Through the interview, it has been also interpreted that most of the people also overconsumed
the clothes like people purchase clothes in bulk even they are not used. Also, investment upon
fast-fashion brand is also wasteful because people only over-spent money without determine
product’s actual worth. Rather than overconsuming, people should actually left the same for
needy one so that they can use it.
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The chosen applicant also respects McCartney because she was the first who took a
concern of environment-friendly products. Also, have an enough knowledge that impressed
others as well. Further, through the interview, it has been also identified that chosen candidate
also influenced after pandemic and buy unnecessary products, which is wrong. After pandemic,
the thinking changes the value towards clothes such that people prioritize to buying vintage
clothes which is good and this in turn lead o high end brands.
Interviewee 3 (consumer):
From the primary research, it has been interpreted that clothes express personality and
candidate’s mood also depend upon clothes. Also, prefer to wear fashionable clothes that helps
to change mood. There is nothing changed from adolescent but, pandemic has changed because
the chosen candidate never wears denim shorts, leggings, but now wear the same. Further, it is
depend upon the city where an individual change their way of living and buying pattern as well.
interviewee also stated that to prefer Dior and Channel and respect Allessandra Rich due to
Russian brands. The change has been also observed like after pandemic, chosen candidate prefer
plane and classic stuff by adhering with Allesandra Rich’s style.
Yes, style changed after pandemic because customers generally follow influencers and
go with brands also that might help them to feel happy. Such that psychology of people change
the way of buying clothes and that is why, it provoke them to invest upon clothes even they do
not required.
Quantitative research
Theme 1: Age
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Interpretation: As per the above graph, it has been interpreted that majority of the fall
under the category of 21 to 23 because 24.5% and 22.3% of them stated. Whereas,17% of the
selected respodents are 16 and approx 12 by age.
Theme 2: Gender
Interpretation: As per the above, it can be interprted that 87.2% out of 100% are female
respondents whereas 12.8% of them are male only.
Theme 3: Pattern of buying clothes
Interpretation: It has been identified that 59.6% of the selected participants buy clothes
couple of time a month whereas 20.2% stated that they buy every couple of months and only
12.8% of them once in a month.
Theme 4: Style is the main key aspect while purchasing clothes
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Interpretation: In accordance with the above, it has been identified that majority (75.5%)
of them prefer style whereas 42.6% of them stated they consider expression of identity. Apart
from this, some of them consider practicality and originality of a clothes.
Theme 5: Design influence the most while buy clothes
Interpretation: Through primary research it has been identified that deisgn of a cloth
influence the purchasing behavior whereas price is the second consideration. Also, 27% of them
stated that brand name can also influence their decision and the least factor is advertisement and
accessibility.
Theme 6: Social media and celebrities affect the style
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Interpretation: In accordance with the above graph, it has identified that customer
influence through social media post. Such that some of them stated through movies (30.9%),
whereas, 37.2% of them stated celebrities and 22.3% stated through job and sub-culture.
Theme 7: Feeling well dressed gives greater feeling
Interpretation: Majority of the selected respodents are strongly agreed such that 60.6%
of them stated yes and 21.3% of them are agreed. Only, 7.4% of them strongly disagreed with
the statement, so it can be stated that well-dressed provides a feeling of pleasure.
Theme 8: Style immensly evolved teen years to adult.
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Interpretation: According to the above, 71.3% of them stated that style immensly
evolved from teen to adult and only 27.7% of them stated no. This in turn reflected that only
style extremly affect the personality of an individual.
Theme 9: Mass-media affect the perception of bodies
Interpretation: In accordance with the above table, it has been interpreted that 45.7% of
the selected participants are strongly agreed that there is a large pressure from mass media that
force to fit into some kind of body ideals that affect the percpetion of bodies. Whereas only
4.3% of them are strongly disagreed and many of them do not know anything.
Theme 10: Relate certain color of clothing than others
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Interpretation: Through the above graph, it has been exhibit that majority of them prefer
colors of clothing than other whereas 6.4% of them strongly disagreed. Along with this, 29.8%
of them are agreed with the statement.
Theme 11: Respondents do not know anything about wearing bright colors on dark days
can lift mood
Interpretation: From the above, it has been identified that 39.4% of them do not know
anything about wearing bright colors on dark days whereas approx 21% of them agreed as well
aas disagreed from the statement as well.
Theme 12: Different texture in cloth makes selected participants feel different
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Interpretation: Majority (27.7%) of the respondents are agreed that different texture
make them feel different emotions and only 8.5% of them are disagreed with the same.
However, most of them do not know anythhing about it.
Theme 13: Shapes and cuts infleunce the mood
Interpretation: In accordance with the above, it has been interpreted that 31.9% of the
selected participants are agreed with the statement and 26.6% are strongly agreed. Whereas, only
3% of them are strongly disagreed that cut-outs, bold shoulder lead to mood swings.
Theme 14: Clothes have an ability to feel better and worst
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Interpretation: It can be interpreted that 46.8% of the selected respodents are strongly
sgareed that clothes have an interrelationship with mood. That is why, 22.3% of them are agreed
that clothes mke feel better as well as worse while only 5.3% of them do not.
Theme 15: Slightly breaking established norms provide positive and empowering feeling to
boost confidence.
Interpretation: It has been identified through the above that selected respondents are
agreed that norms provioded positive and empowering feeling to boost confidence. Whereas
26.6% of them do not know anything and 3% of them are strongly disagreed.
Theme 16: Clothes represent external expression of potential identity
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Interpretation: Through the above, it has been identified that 78.7% out of 100% stated
clothes should be external expression of personal identity and 17% of them stated that clothes
must be bought to follow trend. Some of them explained that clothes should be used to cover-up
body only.
Theme 17: Pandemic changed the way to view clothes
Interpretation: As per the above, it has been identified that 58.5% of them stated
pandemic change the way to view clothes and only 41.5% of them stated it does not.
Theme 18: Individual have more daring with style after lockdown.
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Interpretation: By conducting primry research it has been interpreted that 73.4% of the
total selected participants prefer to been more daring with style after lockdown whereas 26.6%
of them do not know.
Theme 19: Different changes observed after pandemic.
Interpretation: As per the above, it has been identified that perception of people changes
wher 59.6% of them stated that due to color, trying new style while 35.1% of them stated that
print has changed that attracted the people towards it.
Theme 20: Future of fashion in much more Europhic
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Interpretation: Through the above it can be stated that pandemic style has a challenge
and constraints because 40.4% of them are agreed whereas 29.8% of them do not. Also, 10.6%
of them are disagreed with the same and that is why, future of fashion is much more euphoric.
Theme 21: Styles and images.
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Interpretation: It has been interpreted that individual feel different after watching
images which includes future, euphoric, empowered, chaotic, colorful, creative, inspired, happy
and excited, etc.
Theme 22: Yes, pandemic influence the views regarding fashion
Interpretation: Through the above it has been interpreted that 41.5% of them stated that
people become more consious and aware about clothes and 25.5% of them stated that they do
not. Also, 23.3% of them explained that it influence their buying and 10.6% stated that they
change their buying habit.
Theme 23: Wearing clothes feel comfortable
Interpretation: Through the above graph, it has been interpreted that 24.7% of them
stated that they are stronglyd disagreed that these clothes makes them comfortable look.
Whereas, 21.5% of them are disagreed and 22.6% of them are neutral.
Theme 24: Images provide positive impact
23

Interpretation: It has been identified that there is a positive impact of buying clothes
because it helps them to change their perception.
Theme 25: Additional thoughts on how fashion impact our well-being and pscyhological
stability.
24

Interpretation: Through the above, it has been identified that fashion is all about to
express personality and creativity that helps to make individual more confortable. Also, getting
dressed helps to motivate individual during pandemic to be happy and express themselves easily.
Overall, there is a positive impact identified between well-being and psychological stability.
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CHAPTER 5: DISCUSSION
From the primary research, it has been identified that most of the selected respondents are
females and they purchase products couple of times a month. This in turn reflected that while
buying product, they consider style and expression of identity that helps to select the products
accordingly. It has been also supported under literature review section that deconstruction occur
when styles of cloths in past disassembled into different functional elements in order to provide
new products. Hence, it has been reflected that due to modification in the existing products assist
to produce new garments and mostly, traditional outfits help to attract customer in order to
reflect the meaning of culture. The same has been also reflected in primary research where
majority of the people stated that they feel motivated when well-dressed. Dreßing and et.al.,
(2020) also examined in their own study that designers use influencers in order to attract
customers and this in turn assist to let people aware about new trendy products.
Apart from this, with the help of interview checklist, it has been examined that all the
interviewees change their buying behaviour after pandemic and one of the start spending amount
unnecessary on clothes. This in turn shows that they become more familiar with fashion and start
focusing upon the products offering in market. This is also reflected under literature review
section that by following different influencer of fashion designers, people start purchasing same
products by enhancing the customer’s value. Similarly, during interview, all the selected
applicants also respects different personality and try to comply with the same in order to feel
comfortable and happy.
In addition to this, it has been also reflected from primary research that majority of
respondents agreed that style evolved immensely from teen years to adult. That is why, almost
each individual has complied with new styles and also ready to invest upon the same. However,
San Juan and et.al., (2021) clearly investigated that professional dress increases the abstract
thinking and also gives broader views to the people regarding dress. That is why, from teen to
adolescences, perception of people changes and cloth has always a powerful influence on
individual’s perception and confidence levels. Apart from this, majority of the selected
respondents did not know anything about wearing bright colours on dark can lift their mood
which means that according to them, colours did not influence their perception highly negative.
Whereas, different textures in clothes affect different emotions while wearing and the same has
been also reflected under secondary research that wearing clothes has definitely affected that
26

mood and emotion of an individual. Therefore, the pandemic situation has a significant change
over the perception of people with regard to fashion industry.
The response gathered from the primary research reflected that cloths has an ability to
feel better as well as worse. This is because mood depend upon the wearing and if an individual
feels confident which means they wear comfortable clothes. Also, to improve self-image, most
of them copying from influencers to make them more comfortable. However, on the other side,
majority of the respondents’ wear clothes to reflect an external expression of personal identity
rather to cover body. This in turn reflected that people have same perception and that is why,
psychology of dress has a direct impact over the well-being which in turn assist to make them
feel more confident.
The responses of the people clearly state that the pandemic has completely changed the
perception of the people to look at the fashion. The impact of the whole pandemic is such that it
could complete change the perception of the people in market to look at clothing line or fashion.
59% people agreed to this fact and the remaining were completely disagree that pandemic has
changed the perception of people to look at fashion (Rabone and Wallace, 2021). Once the lock
down got over the people came out differently in respect to approach the fashion. This is
possibly because people started having more knowledge about trends and fashion due to extra
time. This has generated awareness in the people to have more knowledge about fashion and
trends in between fashion enthusiast. Majority of people experimented with colours and new
styles. The pandemic has allowed the fashion enthusiasts to try out new colour and styles that
were never been explored by the people.
Apart from this, with the help of these images, each and every individual reflected different
perception which include, future, star, Euphoric, colourful, creative, happy and excited,
originality, fun and joy. Therefore, it has been reflected that clothes provide personal expression
and it varies from person to person. Rahmani and et.al., (2020) also shared their views by stating
that perception of people varies when they consider price, quality into a cloth. That is why, there
is a huge variation identified when people saw different images. In addition to this, majority of
the selected participants reflected that most of them are much more conscious and aware of
clothes after pandemic. Therefore, it reflects positive relationship between the self-awareness
and fashion where individual become more conscious regard garment design, shape and graphics
that affect the mental well-being of fashion consumers. The same has been also investigated
27

under literature review section that pandemic affected the relationship with fashion and self-
awareness and this is because of work-from home facilities during lockdown which encourage
people to invest within fashion.
Overall, throughout primary research it can be stated that due to change in people
perception after pandemic regard to clothes, the fashion industry affected positively. Such that
new and trendy clothes have been introduced by considering clothes, sustainability aspects, price
etc. This in turn assist to meet the customer demand and concentrated towards designs so that it
will not affect their views. Hence, people after pandemic become more conscious regarding their
choices and most of them prefer to have a fashionable product. This in turn clearly reflected that
designers within fashion industry must focused upon the trendy products in order to meet the
demand of customers. This in turn helps to enhance purchasing power of customers which
contribute the financial gains as well as satisfy mental well-being of people as well.
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CHAPTER 6: CONCLUSION
Conclusion
By summing up above report it has been concluded that people have different perspective
regarding dress and the fashion has changed over the pandemic. With regard to the same,
fashion changes the views and provoke fashion designers in order to adopt the changing trend to
meet the demand of customers. Also, through secondary research it has been concluded that by
using social-psychological theory, designers can determine the people’s though, feeling and
intentions of people in order to make changes. Moreover, the entire research is based upon both
qualitative and quantitative study which helps to determine the views of consumer and fashion
designers towards dress after pandemic.
Through primary research it has been also interpreted that design of a cloth influence
them to buy clothes and through social media, customers motivate to buy products. Whereas,
through an interview, it has been summarized that post pandemic changes the taste, style and
price of a products and most of them also invested to buy clothes, even if they are not required.
Further, it can be also reflected that all 3 interviewees consider colour while purchasing products
because it is one of the most influencing factor. Overall, it has been summarized that there is a
positive relationship between fashion and self-awareness because perception of people changes
when fashion changes regarding clothes. The same has been examined under primary research
(questionnaire) that as months of isolation has forced many people to present their feeling of
loneliness, anxiety that has a direct relationship with dress. Therefore, by using primary as well
as secondary research, it has been identified that cloth has an ability to feel them worse as well
as better. Along with this, it also boosts up their confidence level that assist them to enhance
purchasing even on unnecessary items. As reflected, pandemic changed the way to view clothes
and that is why, people focused upon style more after lockdown where trying new styles, colour
are consider the foremost factors among all.
Recommendations
This is recommended that clothing line can be introduced in a new way that people find it
more affordable along with desirable. The Latest tools and techniques like digital promotions
can also use to make fashion more feasible to reach in between the customers (Mekonnen and
Larner, 2021). This is recommended that regular feedbacks over different clothing line can also
29

take to approach fashion in more dynamic manner. Social psychological impacts can also
involve while delivering the new fashion in the market.
30

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APPENDIX
Interview transcript-1 (Judie)
Judie interview.m4a
Speaker 1 [00:00:03] So firstly, what is your relationship with the fashion industry in the
fashion industry?
Speaker 2 [00:00:10] I think I have a are pretty complicated relationship the fashion industry,
because on one side I'm very conscious about where it leave and its environmental footprint
and am really against that. Then I guess on the other side, I'm someone who consumes a lot
of clothing even though I am trying to cut down. I'm someone who loves clothing and am
really excited about it. So I think as a general, it's not a great relationship, but there's a lot of
hope and I see a growing in different directions. So it's also an exciting relationship, so I
think I have a lot of different and conflicting relationships with the indsutry.
Speaker 1 [00:00:48] What is your relationship with clothes and how do you see clothes?
Speaker 2 [00:01:02] I think it's interesting because my relationship with clothes changes
according to my relationship with myself. I've seen it a lot, I feel that for many people
clothes can be a way to hide yourself, clothes can be a way to show yourself, they can make
you feel confident but also feel insecure. So as I'm growing up and I'm learning to be more
confident in myself and my body, I think I have a more positive relationship with clothing
because there's no more I can't wear because I look like this. Now its just positive clothes
that I can put on my body to feel good to look good. But sometimes it's still difficult my
relationship with clothes because I get lost in my style and I don't know how to figure it out.
But I love clothes.
Speaker 2 [00:02:02] So do you think clothing and dress is valuable to you? I mean do you
value clothes as an important aspect of yourself and your life and those around you. Do you
use your style to maybe influence others or to influence yourself, like if you're having a bad
day do you think that putting on clothes you love will instantly make you feel better?
33

Speaker 2 [00:02:25] Yeah, I think it depends. Again, I think clothes for me is purely a personal
thing. I can't say that clothes is the to cheer. It is valuable to me because it's a way to
express myself and it's a way to feel myself. But its complicated because I love clothing and
I love fashion, but comes in waves. Sometimes I really don't care and clothes are actually
invaluable to me because it's a way to hide myself. But I think it's fun, clothes are fun.
Speaker 2 [00:03:22] So how do you think fashion can impact a human psychological state in
an era where fast fashion and overconsumption has become such a big part of our daily
lives. Especially in the sense that everyone kind of has the same style or like sees an ad and
just buys it because it's cheap and it's so accessible. So how do you think how do you think
clothing can still be used as a way to show personal identity in an age where everything is
so overconsumed and similar?
Speaker 2 [00:04:10] I think there is a misconception of people who have a lot of money and
are wealthy to have better style than people with less money only because they're going to
fast fashion brands and buying things that they're seeing. It it more that they're being highly
influenced where as I think the more money you have, you can shop in stores that are way
more exclusive, way more thought out. So, what is mean is that style is always going to be
something personal, but even as thousands of people are wearing the same thing, they each
have their style and they're just influenced of what's shown to them. So if they only shop at
fast fashion brands it because that's what they're seeing and that's what they're going for.
But for me, real style and when someone their own exterior trademark is someone who
knows how to mix clothes from all around. So people thrift something and mix it with a
designer bag and a H&M dress is really good. People who also know how to take good care
of their clothes and that people from any kind of economic background. So if you if you
take care of your clothes and shop intelligently, you have style. If you're buying 500 T-
shirts just because they're cheap then you don't really know what you like. You're just
buying stuff to buy stuff and then throwing it away. But anyone who takes care of their
clothes and picks and chooses deliberately by thinking of clothes as something they can
have a lifetime that's something that really stands out to me.
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Speaker 1 [00:05:53] So what designers do you respect and why?
Speaker 2 [00:05:55] A brand I really resepct for exaclt the reasons mentioned before is
Patagoni. Patagonia is one of the first brands that. had standards of design brought into
fashion which is durability. The point of Patagonia is not to have six of everything, you
need one jacket which is good for the rain and and the sun and honestly all seasons. It point
is to last a long time can ast a long time so in the way that its made it has to have high
quality withstand all weather. Most importantly, it's got to be fixable. So whenyou buy a
jacket, you can have a cut or rip it because these things happen yet It's always going to be
fixable. The zipper is made to be replaced, just like every othe part of each complext item.
So that's a brand I respect most because brand I reall think of it as having legs.
Speaker 1 [00:06:57] Now can you explain a bit how your lockdown went and how exactly did
you live through it?
Speaker 2 [00:07:25] My lockdown was quiet since I in Geneva with family. I dad just come
back from Los Angeles, from college, so being surrounded by kids my age really living
university life you know. When I arrived back home I couldn't do anything since my family
was very paranoid about covid. So it was really quiet. I spend my days basically outside in
the fields, walking around. I like to say that really focused on myself and go a positive
outcome from it.
Speaker 2 [00:07:58] And how much do you think the pandemic and like the lockdown actually
changed your style?
[00:08:03] It did a lot, because for the first time ever for such a long period of time I was alone
and I thought to myself and I asked myself questions. So from a personal point of view, I
grew a lot in confidence and I grew a lot in kind of appreciating life and learning how to
take care of me. Part of learning how to take care of myself was starting to push myself in
boundaries within my fashion. Before although I always loved fashion, I used fashion more
35

as a way to hide myself and hide my body and cover things I didn't like. After the lockdown
I started seeing fashion as a way to break myself out my shell and push myself a little
further, which was what I was doing during quarantine for me. I started exercising and
getting myself out comfort zone by talking to people that I didn't really talk to before. So
fashion really became kind of that for me in a way. That's why I'm a little lost with it right
now. I'm finally learning how to dress for myself and to hide myself anymore, which is
really cool but I just don't really know my personal style yet. So even in colors, my
wardrobe became finally super colorful. I also gave a lot of things away and started
becoming a little more minimal. I bought pieces that were going to last a long time and
clothing now really brought to myself.
Speaker 1 [00:09:34] So when you say you used color, why exactly were you so attracted to
color after the pandemic?
Speaker 2 [00:09:40] Because I think color is a representation of life. You wear color and it
brightens your day. The lockdown could have been a very black and white period of your
life where it was so mundane you were doing the same thing every day. Then as lockdown
ended you wanted to get out of that. So I saw color as a way of like breaking that period,
life is no longer black and white, there's color. We're finally adjusting, doing things, being
joyful and that's why color became such a big part of my life and made me happy.
Speaker 2 [00:10:22] All right, thank you, Judie.
Speaker 2 [00:10:24] Thank you, Esther.
Interview transcript-1 (Oli)
Oli interview.m4a
Speaker 1 [00:00:07] What is your relationship with the fashion industry? Are you a part of it
or do you design in it? Are you a student of the fashion industry?
36

Speaker 2 [00:00:15] I'm a student in the fashion industry.
Speaker 1 [00:00:18] And what do you study?
Speaker 2 [00:00:20] PR and communication in fashion.
Speaker 1 [00:00:23] And have you always wanted to be part of the fashion industry?
Speaker 2 [00:00:31] When I had to choose what I wanted to do for my higher degree studies I
knew I always wanted to work in an industry that has a networking aspect and is really
social. One that has an aspect of event creation, marketing and trend research. So fashion
was akways my first choice and decided three years before going into uni, that I actually
wanted to be working in the fashion industry.
Speaker 1 [00:01:12] That's good. Now, what is your relationship with clothes like? How do
you see clothes and value them?
Speaker 2 [00:01:18] Clothes to me is a way of expressing self and your individual personality.
To me it is a way to make people more confident or show aspects of themselves through
what they choose to wear.
Speaker 1 [00:01:39] And have you always seen clothes as like an important part of who you
are?
Speaker 2 [00:01:45] Yeah, I always had a relationship with clothes that could make me feel
more confident, but also I also think there is a negative impact of clothing since it can also
expose the difference between social classes and deliberatly show social inequeality.
37

Speaker 1 [00:02:08] So how much do you think fashion nowadays where we have so much
overconsumption and fast fashion, how do you think fashion can still stay as a way to
express individualism and express who you are?
Speaker 2 [00:02:32] First of all, I think the more and more creating and promoting unique
clothing. So people when they buy a unique piece, they really like it and keep be on the side
and wear it and really actually like this piece of clothing. Whereas buying just you don't
actually like or wear that often for example a dress from like pretty little thing and
everything is maybe less of an investment but also expression of individualism. Fast fashion
brands that you just overconsume because they're so cheap is more of a waste of money.
There also like a lot of brands now that starting to use dead stock and everything to create
their sets, which is super important because so many are left with kilos and kilos of clothing
and textile as waste. So even though we overconsume, much more clothing can get to be
used by people that need them and actually use them as a way of staying closed.
Speaker 1 [00:04:17] Yeah. Like giving the clothes a second life.
Speaker 2 [00:04:20] Yeah.
Speaker 1 [00:04:22] So what designers do you respect and why?
Speaker 2 [00:04:29] I think Stella McCartney. Even though I'm not the biggest fan of her
clothing pieces, I think my she was first designer that actually tried to be respectful of our
environment in high fashion. And in high fashion they all need to follow certain rules and
standards to be valued and respected in the fashion industry since it has become more and
more strict on how much your brand has of an environmental impact. So she was one of the
first women used a lot of like alternative textiles and everything, which is something I really
look within brands because it's so interesting to me. It is something I think that a lot of
brands should invest in as it is something truley revolutionary.
38

Speaker 1 [00:05:43] So now a bit more about the pandemic. Can you tell me a bit how you
lived your lockdown? Where were you? What did you do? What was your routine like like?
Speaker 2 [00:05:55] I was stuck between London and Geneva. Most of my timeI still came
back to Geneva as I have my family home there and my close friend group. But all in all I
lived it well in a way, I can't really complain about my situation. Knowing some people
actually like going through a rough patch because of covid. My actual day to day was
working out alot which was something that helped me a lot to actually keep a routine. I
would also chill alot and work from home. Apart from that I go on walks, not anything
really exciting. I was more trying to adapt to this situation.
Speaker 1 [00:07:57] And do you think the fact that you were always home and everything.
Now that we're out of the pandemic, do you think that covid has changed your style and like
the way you see clothes now life is kind of going back to normal?
Speaker 2 [00:08:13] I always had this opinion on the clothing that it's bad to overconsume but
sadly, even though my mind is convinced, my heart always gets attracted by some pieces of
clohting that I don't necessarily need.
Speaker 1 [00:08:36] So because we spend so much time in sweatpants and not really caring
about your style during the pandemic since there was no where to go. Now that we're out of
lockdown, do you feel you're more experimental your clothes?
Speaker 2 [00:08:56] No doubt I have my basics, but now when I buy something, I really try to
only buy some pieces that are actually unique and that don't look alike any of my other
pieces, sometging that really stands out.
Speaker 2 [00:09:36] So how much do you think exactly did the pandemic change in the way in
whcih you consume and value clothes?
39

Speaker 2 [00:09:41] I think he pandemic helped me since I was already aware of what's
happening in the industry in terms of overconsumption. However, I have the impression that
even the people around me are actually learning about these issues during covid, which
wasn't such a topic of conversation before. People didn't used to care that much. And now
people are starting to give a second life to clothes and buying vintage clothing. I feel as is
everyone's on it right now, which is great because were already starting to have this circular
approach to fashion and giving a second life to clothes. It's necessary even more though
especially in the high end brands.
Speaker 1 [00:10:50] This was great. Thank you so much.
Interview transcript-1 (consumer)
interview.m4a
Speaker 1 [00:00:06] Firstly, I wanted to ask you what your relationship with the fashion
industry is, if you're a part of it, if you design something, if you just are a consumer, if
you've studied it?
Speaker 2 [00:00:23] Well, I would say, first of all, I'm the consumer, I'm into it and I depend
on fashion as well. I used to have a brand that I did pajamas and I was very into it a few
years ago. But now, since i started Browbar I stopped making new sets and being so
involved. I would say my education as well, I was doing luxury brand management so
basically we were looking at the luxury brands and working with clothes, wine, jewlery and
all that stuff.
Speaker 1 [00:01:01] And what is your relationship with clothes? How do you see clothes for
yourself, is it a way of expressing yourself or you don't put that much value to it?
Speaker 2 [00:01:16] For me, first of all is a way to express myself. My mood depends on my
clothes for example and I would say if I'm not buying something new my mood is going
40

down. So it also boosts my ego and not necesserily confience I would say. I love seeing
myself in new clothes, fashionable clothes, and like I have a particular, specific style that
I'm wearing. So every single time when I wear something new I'm expecting people to see
that, obviously. So for me, this is a part of my life and if I would be willing to give up
something I would never do that with fashion because fashion for me is everything. That's
how I'm expressing myself.
Speaker 1 [00:01:57] And has this relationship with clothes and your stuyle changed throughout
the adulthood and adolescense?
Speaker 2 [00:02:02] Well, it didn't change a lot for me, but it did change it somehow. For
example, I would never see myself denim shorts or I would never see myself in leggings
during the day but now I'm wearing Alo yoga all the time and that happened during the
covid. So when everyone stopped buying stuff I started thinking, like, I'm spending so much
money on this stuff and I don't even need that. But, you know this was a temporary thing
because once everything opened up and I went to south of France I started buying clothes
again and I'm still buying it nonstop. Even though I was thinking that I became more
reasonable with my spendings. For example two weeks ago I was looking at the dress and
the dress was absolutely useless, useless, but that's exactly what I like since I can see
myself with that dress, so I got it. So nothing has changed, It was a temporary thing except
now I also have sneakers and leggings, hundreds of leggings, which I'm wearing during the
day when I'm in London.
Speaker 1 [00:03:18] If you have any particular designers in mind that you really respect, could
you give me a couple of reasons of why you respect them and why do you continue
shopping from them and or why you started shopping from them?
Speaker 2 [00:03:31] I would first of all you know I don't even need to explain why but Dior
and Chanel are amazing obvisouly but are still quite commercial yet they are still one of my
favorite brands. However if I can highlight some, I would say Alessandra Rich is one of my
favorite, there are some Russian brands like Sergeenko. I love her because it suits me and
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it's very unusual, especially when you when you live in Europe, when in Moscow, it's
absolutely mainstream. I started liking new brands like Alexander Wang and then I
discovered a new one actually called Monot Official which is really, really nice. So those
are, I would say, my favorite ones.
Speaker 1 [00:04:26] And why exactly? Because you feel like they fit your style perfectly and
are exactly what you're looking for in a brand.
Speaker 2 [00:04:32] Yeah, they fit my style perfectly. I like those dresses which look classy,
cute and sexy at the same time. I like plane stuff and very classic stuff. So I would say, I
like the Roaring Twenties basically for fashion. Allesandra Rich is basically twenties style
and although the style is a bit oldish I would say it just really suits me even though I know
most people don't like it.
Speaker 1 [00:05:03] Yeah it makes you feel good wich is more important. So a bit more about
the pandemic. Can you explain to me a how you lived. What did your daily life look like,
what you did, how much time did you spent at home or didn't spend at home?
Speaker 2 [00:05:24] Well, in London there was two or three lockdowns. So the first lookdown,
I was a very, very healthy. I fixed my routine. I change all the products that I was
consuming. For example, food wise and I started doing sports as well. Basically I said no to
some stuff which I was obsessed with such as alcohol, sugar, lactose and all that stuff. So,
you know I was very healthy. I would wake up, do my routine, I would cook, would eat, and
I would go for a walk. Then I would see some of my friends and be out for four or five
hours just walking or cycling every single day. I would also have training every single day.
So I feel I was perfect the first lockdown. Then the second lockdown obviously happened
and I was never home. I was spending time outside, going to some quite restricted parties,
theme parties, where I was drinking a lot but wasn't really unhealthy to be honest because I
was still watching what I'm eating. I would still training such boxing in the park, then I
would drinking and going out and everything. So the second lockdown was insane and so
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much fun. Then the third one I left to Moscow, so I was busy the whole time in Moscow
and also enjoyed myself.
Speaker 1 [00:06:57] Yeah, there things were pretty open.
Speaker 2 [00:07:01] Yes everything was open there.
Speaker 1 [00:07:02] So since you went through so many phases, how do you think your style
changed during the lockdown and how do you think it's different or the post pandemic now
that things are kind of going back to normal?
Speaker 2 [00:07:18] I would say maybe I became more rational with clothes in general because
I became more healthy with my life. Now I have a routine and I've never had a routine
before. So now I respect my routine and started spending time with myself as well. Before I
would never do that. So I've changed a lot. But for example, if we talk about the fashion and
everything, yeah, I would say I would go for the brands, which are timeless. So, you know,
like I wouldn't go for Dolce & Gabanna for example because once you you're stuck at home
you can finallu see how you think the whole wardrobe is just there and you have nothing to
wear. It's just because basically I would go for the trendy stuff more than for classic ones
before. So that's why Alessandra Rich is still and will always be my favorite brand because
the polka dot dress will be fashionable even in ten years. You know, I wear those dresses
like a hundred times , when I'm in Monaco, when I'm in Corsica. Its just because it's classic,
it's timeless.
Speaker 1 [00:08:50] So that's what makes me feel the best about yourself, when you're wearing
something so elegant. But, you know, it's never going to go out of style. And it's you when
your body feels its best self you would say?
Speaker 2 [00:09:09] Yeah, I feel my best clothes really reflects my confidence, which is which
is a huge problem.
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Speaker 1 [00:09:16] Yeah. But maybe its like that for a lot of peple?
Speaker 2 [00:09:18] But huge you know, I think people don't care what they can feel the best
in every single clothes. But like for me it's really like I look when I want to wear something
beautiful, like I feel myself, and I find myself better as well. So for example, for me it
matters. I'm very addicted to brands, like a dress from Zara and anther one from Alessandra
Rich that lookd very like each other, obviously, I would feel better in Alessandra Rich for
some reason. And it's just impossible to explain.
Speaker 1 [00:10:04] Has it to do with quality or something else?
Speaker 2 [00:10:06] no, it's nothing to do with quality. Its just me wearing the brand. Its
psychological I would say.
Speaker 2 [00:10:28] I would say like for example, if I go I want you to go somewhere people
will recognize this dress, they will know this Alessandra Rich but nobody knows obviously
it's just in my head. But it's psychological, which is bad because you know sometimes when
you want to cut expenses or something you just can't do that because you still prefer very
expensive clothes even if its just the simple green dress.
te.pressbooks.pub/drivechange/chapter/chapter-1/>.
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