Lingering Influence of Covid on Our Wardrobes
Remember when we thought it would take ages to emerge from the comfort of sweats and loungewear during the pandemic? Fast forward five years, and the impact of Covid is still resonating through current fashion trends.
At the mountaintop of the athleisure movement are currently Lululemon and Alo Yoga. Lululemon’s growth has been nothing short of remarkable, especially considering its relatively recent entry into the market. However, Alo Yoga has been outpacing Lulu in growth rate, which is intriguing. On one hand, Lululemon has needed a strong competitor for some time, and on the other hand, it’s clear that Covid accelerated our shift towards athleisure as everyday wear.
This shift shouldn’t discredit Alo Yoga’s strategic brilliance, which has effectively followed in the footsteps of brands like Peloton by prioritizing community building. While Alo’s clientele is expanding at rate of brush fire, reports indicate that the number of new yoga practitioners hasn’t increased significantly.
So, where am I headed with this? The relaxed clothing trend is manifesting in ways we’ve never seen before. Take, for instance, the rise of smart-casual in the workplace. Many companies have adopted a more relaxed dress code, allowing employees to swap out traditional business attire for sleek joggers, tailored sweatpants, and stylish sneakers that offer comfort without sacrificing professionalism. Similarly, the definition of club attire has undergone a significant transformation. Gone are the days when one had to endure stiff fabrics and uncomfortable shoes for a night out. Instead, we see flowy dresses paired with chic trainers or tailored suits styled with luxe sneakers, offering a fresh take on traditional evening attire. I remember the days when the lines between these two were very blurry but that’s a topic for another post. But is this shift a temporary trend, or are there other areas still feeling the residual effects of Covid?
Watching the Masters recently, my husband pointed out how the dress code on golf courses and at country clubs has changed in recent years. That’s when it hit me: the relaxed expectations have spilled into the world of golf as well. Polos no longer have to be tucked in and hats aren’t banned indoors like they were used to just a few years ago. Now, it’s not uncommon to see hoodies making an appearance on the course, signaling a significant shift in golf fashion.
The question remains: will this trend continue to evolve, or will we see a return to more traditional styles as society stabilizes? I’m also curious—what other aspects of our lives have been “athleticized”?
