Changes in Clothing Use and Identity Building During the COVID-19 Pandemic
摘要
The Covid-19 pandemic was seen by many as an opportunity for lifestyle change in response to the environmental crisis. Stores were closed and social interaction was restricted, causing a disruption of habits with potential for lasting changes in behaviour. This qualitative study explores clothing practices after a period of extended isolation to understand the value of this disruption in longer-term behavioural change. In April 2021, 20 ethnographical wardrobe interviews were conducted online with men and women in Western countries across three continents to understand changes in clothing use and their driving attitudes and values. Among a variety of findings, we highlight three: a shift from the “pure comfort” dressing practices observed at the start of the pandemic, to “beautiful comfort” a year later; how predisposition to fashion influenced individual’s consumption and resilience to changes in dressing during isolation; and how changes in dress were drivers of introspection and self-actualisation. The implications for sustainable consumption patterns resulting from these findings are discussed, and recommendations are made for fashion designers and future studies.