2020 Fairy Forecast 🔮

Despite Gucci declaring its exit from the fashion calendar and going seasonless, Fashion Week getting cancelled and Olivier Rousteing declaring that Cool and Chic are “over”, there seems to be a glimmer of light at the end of the tunnel for the fashion industry. And that tunnel leads to the metaverse.  “As physical events and the entertainment industry that depends on them shuts down, virtual things have come to epitomise the popular culture of the pandemic“As fashion and digital gamification further collide, aspiring hypebeats, streetwear heads and collectors are inching closer to their ‘realities’ of owning and designing the next best pieces in the industry via apps such as Aglet and initiatives like MakerLab.Has fashion entered the metaverse irreversibly? Has “traditional” fashion passed the point of no return? Have we stepped into the future?

Nothing screams IM BABY more than wearing your cute tie-dye co-ord and denying that taxes exist. Everything’s fine.

The recent behaviour of BoJo’s most senior advisor, Dominic Cummings, is the definition of EJECT. Having been spotted out on numerous occasions in direct defiance of the government’s lockdown laws, Cummings has spoken out to the British public claiming he has “no regrets” for his behaviour, and that he believes he behaved “pretty reasonably given the circumstances”. Between driving to Barnard Castle in Durham to “test his eyesight” and telling the rest of the country to “Stay Home”, Cummings and BoJo take no responsilbility for wrongdoing (shock), making an even bigger mockery of the Government’s confusing and obscure advice.

However now the crisis is entering its 5th month with no sure signs of an end - and whilst some countries such as New Zealand have returned to a relatively normal way of life, cases are still on the rise in the USA and Russia. In others such as the UK, lockdown is very much the everyday reality. Faced with the reality that masks will be a wardrobe staple for the foreseeable future, consumers have been forced into accepting and even exploring what brands have to offer.

The face mask has become a staple of our current COVID-19 reality - but streetwear culture has actually been putting them out for years. Brands such as Off-White, Fendi and BAPE were years ahead of the curve with their face accessories, which became synonymous with hypebeasts, Asian street style and celebrity fashion statements. Recent pre-corona fans have included Billie Eilish and Cardi-B. 

After numerous luxury fashion houses utilised their factories to make N95 masks and hand sanitiser, the question of purpose started to permeate the industry... what is fashion’s true purpose? Have we outgrown the age of the spectacle for spectacle’s sake? 

#SHUFFLE: new hierarchies + power shifts

Has COVID heightened our collective sensitivity, or is lockdown making celebs act weirder than usual? 

“It gives people a sense of normalcy when the world is on fire - you can still have a routine and focus time on yourself.”

#SHUFFLE: new hierarchies + power shifts

Fairy Fam member Morenike Ajayi is an MBA student based in London.

#PLAY: new emerging trends and behaviours   ~ ALERT: FAKE NEWS SUPERSPREADERS ~ Elon Musk and Grimes’ new baby reporting LIVE from... nope, wait it’s Nimrod Kamer, controversial writer, satirist and public figure “spreading” fake news about 5G in Hyde Park. Or at least bringing our attention that fake news is as contagious as COVID-19 itself.

Fairy Fam member Morenike Ajayi is an MBA student based in London.

Time Well Spent, a platform and community, emerged to connect furlough creatives with charities, social enterpries and startups and inspire them to make use their skills for a good cause

As we are all aware, Miss Rona is taking no prisoners. And the previously untouchable force that is the fashion industry is now, no exception. The fashion events calendar for 2020 has been ejected, and as a result, alternative ways to sustain the industry have started to surface. Digital alternatives to IRL events, rethinking of supply chains, changes to manufacturing and distribution... The pandemic is altering fashion at every level – and for the better.  “The time to change what we do has finally arrived and that excites me. The fashion weeks were a very old machine. That is ending. Not dying — but reborn.”