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06 / 08 / 2020
What does loungewear look like for the next generation of women? – A conversation with industry expert Jos Berry (Part 2)
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06 / 08 / 2020
What does loungewear look like for the next generation of women? – A conversation with industry expert Jos Berry (Part 2)

Jos Berry is Founder and Creative Director of Concepts Paris, the world’s leading lingerie and beachwear design source. With over 30 years’ experience, Jos is dedicated to bringing her inspiring ideas to every piece of lingerie she designs. In recent years, Jos partnered with TENCEL™ Luxe on her latest loungewear collection to bring a new dimension to eco-couture and eco-lingerie.

In this two-part series, we engage in conversation with Jos on the partnership and her insights on sustainability in the fashion industry. Part one saw Jos talk about her thoughts on TENCEL™ Luxe and the story behind her partnership with the brand. In this second part, Jos will share her views on the top five industry trends for upcoming seasons, and how the industry needs to prepare for transformation to a new model – sustainable fashion. She will also offer her observations on consumers’ perceptions of the textile industry during the COVID-19 crisis.

Jos Berry

Q: How is sustainable fashion going to evolve and do you think the industry is prepared? What are the essential elements that designers or brands need to consider?

Jos: Sustainable fashion will certainly revolutionize the industry. Led by leading luxury brands, the concept of sustainability has been weaved into the strategy of many fashion houses. However, achieving the ultimate goal of sustainable fashion as the industry norm, requires all-round effort, not just at the product level but in everything a brand does such as internal policy and social responsibility.

Winning trust is an important aspect that brands should take note of during this transformation. With more knowledge and interest surrounding the subject, consumers are easily capable of identifying truly sustainable corporations. It’s easy to lose trust, but winning it back can be difficult, so showing sincerity to the industry and to consumers that you care about the environment and taking real action to help achieve a sustainable world, goes a long way.

Q: What do you think will be the top fashion trends for 2020?

Jos: The top trends will surround the elements of sustainable comfort, easy to wear and new luxury in fashion. As social distancing measures continue in many countries, demand for casual clothing will remain high. On top of that, we also expect consumers will be seeking new twists in traditional casual clothing, something different, perhaps an interesting new look, something that is more sensual, a luxurious product or one that is eco-friendly.

The second trend is activewear, where new materials and designs are popping up to make sportswear more diverse and fit for different occasions. As I mentioned before, garments that look after consumer’s basic needs and beyond are in high demand, like a versatile piece of clothing suitable for different occasions, for example. In recent years, activewear such as track suits, sports bra and yoga pants are seen not only in gyms, but also as a daily fashion item that can be mixed and matched for different styles.

Romantic and vintage styles, along with print designs are up-and-coming trends, ones that I have already seen frequently on Parisian streets. I think almost every woman in Paris has some kind of romantic print or maxi dress in their wardrobe right now.

Lastly, a sense of sexiness and freedom will be highly favored as people come out of confinement. It is not difficult to understand why there is an urge to look nice, as people have not seen each other for a long time. They want to express themselves and connect with nature through sexy, light and sensual clothing.

Photo credit: Jos Berry

Q: With most of the world still dealing with lockdown measures, how do you think consumer perception or preference towards textile products will evolve? Have you observed any significant changes so far?

Jos: Yes, I have noticed some changes during this difficult period. When the first lockdown orders were put in place, I found that people felt more comfortable talking about what they were wearing and what made them feel more comfortable. For example, I heard lots of women saying, “I don’t wear bras anymore” or “I’m only wearing my jogging clothes”. This rise in comfortable clothing has been further heightened as remote working becomes the new norm, with most communications conducted online, even in places where the lockdown has eased.

Nevertheless, the desire to “dress up” for many still exist, though it’s worth noting that dressing up has been redefined in the last few months. Something that’s comfortable yet classy and represents home leisure with a unique touch has become increasingly popular, creating a new trend of loungewear. Consumers are looking for something that’s easy to wear and high quality but with character. I know for instance, that one of the successes of Isimiaki was the “Pleats, Please” collection, made especially for working artistic women such as architects, where buyers could rely on the comfort and unique designs of the products. I remember being at an art exhibition opening, with its wonderful artsy crowd and suddenly realizing that half of the women were wearing Isimiaki – what an incredible acknowledgment to a great collection!

Q: In a nutshell, what do you like most about the collaboration with Lenzing and working with TENCEL ™ Luxe filament?

Jos: What I enjoyed most about this partnership was the new perspectives that were brought to me. Though my usual work as a designer differs greatly from a fiber manufacturer, the collaboration was an incredible opportunity to understand more about what’s happening along the fashion supply chain. This forced me to become more aware of my duties as a designer, realizing that I am not only responsible for creating garment silhouettes, but much more. Production methods and raw materials used in my designs, as well as the social-economic factors of fashion, such as how people dress and what is happening in the market, are also of paramount importance.

I especially enjoy working with fiber manufacturers like Lenzing, with their solid background and experience in the industry. Knowing that Lenzing has over 80 years of experience in the field, I trust in their expertise and can learn more about pioneering technologies and eco-friendly fibers. After all, we are all family, belonging to the same industry and it is our duty to join hands and turn what once might have seemed impossible into the future of the fashion industry.

This is the second part of a two-part series discussing Jos Berry’s take on the sustainable fashion industry. Read part one HERE and watch the full interview video with Jos HERE.

Photo credit: Jos Berry

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