Will it last? | The Press

What will remain of our new behaviors in fashion and beauty? Once the pandemic is over, will we part with our tracksuits? Will we wear dresses, tight skirts and high heels again? The experts answered our questions.

Marie-Ève ​​Faust, director and professor at the École supérieure de mode ESG UQAM, first gives a historical reminder. She points out that women, in the post-war era, opted for Christian Dior's New Look and adopted, from 1947, the new, very graceful silhouette with the cinched waist and full skirts. “In other words, women either put their high heels and straight skirts back on or they give them up and keep their casual style. In any case, we will think about our clothing behavior, ”analyzes the professor.

She adds that before the pandemic, there was already a trend towards comfort and what is called casual chic. To see if this will last.

Richard Simons, vice-president of purchasing at Simons, believes that this change is temporary. “Currently, consumers are adapting their wardrobe to their needs, but the taste for style remains,” he notes. Already, during the summer, we felt the desire to buy a nice dress and dress well, so I think it will come back, as will the taste for going out, restaurants and travelling. The only question is when? June ? July ? A bit later ? »

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Aldo Vice President Andrew Vieira says many women are still looking for reasons to dress up.

“The shoe is an accessory that defines us. At the moment, it is non-existent, because we don't wear our pumps at home or in front of our computer! “says Marie-Eve Faust. The professor goes further: “Will our foot change shape because we no longer wear heels, or even no shoes at all at home? “, she wonders.

On the beauty side, we anticipate the return of make-up.

“According to market research firm Mintel, nearly 86% of women who have reduced their makeup use plan to return to their old routine once the pandemic is over. However, the precarious economic situation could have an impact on spending in this area,” says Marie-Krystine Morin, Marketing Director, Prestige, of Groupe Marcelle. When it comes to care, she thinks the new habits will stick. “The pandemic has highlighted the importance of taking care of your health, and skin health is one of them. »

Ali Fakih, general manager of L'Oréal Paris in Canada, believes that consumers will keep the beauty routine discovered during the pandemic. “In terms of face and hair care, we see that we can do it at home and that there are beautiful results, so I think it will stay. »

“We have the feeling that we will regain a post-war spirit when people start going out again. Everything is not going to change radically, but there will be a new craze for lipstick, make-up, going out, getting dressed, going to a restaurant”, estimates Carl D. Morisset, general manager, international designers, like Valentino and Yves Saint Laurent.