Conclusion

The pandemic has no doubt left a noticeable mark on the fashion industry and consumers need for humour and joy.

The first half of 2020, changed everything we thought of as permanent, and ground everything to a halt, health and well-being took precedent over everything else as we watched Covid-19 spread. With social lives of the majority of the world disappearing we all sort comfort and security in tracksuit bottoms, t-shirts, hoodies and cosy cardigans. So it’s unsurprising that the need for joy and humour would follow after such an ordeal as things ease and we see the gradual return to society.

On this course we have explored:

• Humour in fashion: a historical perspective.
• Humour and Surrealism.
• Humour: The new symbol of luxury.
• The three main benefits of humour for luxury brands.
• Humour: the code of the new Gen Y-Z.

In week 2 we considered:

• How to take some seriousness away without making your brand the butt of the joke.
• How you can provoke laughter or provide amusement by tailoring the style of your humour to directly serve the needs of your ideal customer.
• By the end of this week, you learnt how to give more character and life to your brand’s personality using humour.

In week 3 we explored:

• Elitism and Accessibility and the Changing Fashion Media Space.
• Look at a New Generation of Fashion Voices.
• Different Platforms, Different Styles.
• A line-up of interviews with some of the industries most exciting voices driving change

This week we looked at a shift that has occurred during this time that looks to ripple well into the future of the fashion industry as questions about the current state of the industry arose. For many of us on the consumer end, it gave us a chance to stop and the time to reset our consumer psychology. Young designers, also feeling this change, responded by producing collections that offered an escape and much needed joy.