As August is about to kick in, we are all realizing that this may be one of the strangest summer ever experienced, a summer that carries along the obvious scars of the virus, with plans that had to be drastically changed and dreams that had to be postponed, while our desire to take advantage of the long warm days is stronger than ever, after the hardship of the past months.
Finally here we are, enthusiastically repopulating the city centers, savoring our rituals in cafes, returning in trepidation to our favorite restaurants, which had so much been missed.
Here we are, admiring the windows and finally venturing into shops and indulging in some well-deserved treats. At this time, don’t we actually all need a bit of shopping therapy? In times of uncertainty, when we feel we have no control over the situation, when we are sad, or scared, or under pressure, shopping becomes a way of coping, and many studies have proved that purchasing new clothes is a method that consumers often use, as a solution to drive anxiety away, and assert some sort of control on their lives. When things seem to be getting out of hand, people ask themselves what can they do to feel better, and shopping for clothes is often an answer, as it is seen as something that can promote positive feelings, especially when one can do it during a nice summer day, strolling the high street, and enjoying the good weather.
All the fashion trends of the moment seem to recognize in consumers the need for joyfulness, the desire to return to their life and take advantage of it limitlessly. Although some analysis state that during hard times, like in the 2008 global crisis, there is a tendency to reject bold trends and a general favour for cleaner aesthetics and simpler, basic looks, this is not what is happening right now on the fashion scene. On the contrary, one can notice a sense of exaggeration that reflect a thirst for living life to its fullest. Colours are everywhere, bold and intense. Wonderful imaginative prints, including statement animal prints, come in every variation for every occasion, with irresistible patterns all over. Volumes are amplified from top to toe, from puff sleeves and fun ruffles to a plethora of trousers with oversized proportions. The times of minimalism seem far away, and perhaps the willingness to return to normal is taking the shape of a desire for exaggeration and maximalism, after so much control and containment.
Sofashion 