WGSN: “ LOUNGEWEAR WON'T STAY STILL, IT IS EVOLVING AND ELEMENTS OF IT WILL BECOME A CORE CATEGORY.”
Business Of Fashion|February 2021
In an exclusive interview, IMAGES Business of Fashion talks to Francesca Muston, Vice President, Fashion, WSGN about the evolving loungewear market and its relevance in the near future.
Francesca Muston

Post the pandemic, a renewed demand has been witnessed for apparel that is comfortable to work in, yet presentable enough for virtual meetings, social media appearances. What growth has this industry seen since the lockdown?

The shift to loungewear is a trend that has accelerated in the last ten months but it’s important to understand that it did not come out of anywhere as a reaction, it is rooted in bigger drivers that existed pre- pandemic.

At WGSN we explored those drivers in a forecast we published in March 2019 called Considered Comfort which was all about how fashion would respond to people’s changing relationship with the home, as we tracked homes becoming the hub of a multifunctional system for living.

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