The world has become a race to reach maximum productivity, achieve goals, meet objectives and reach success. As a result of this, we have seen how the 21st century popularized the words “stress and anxiety”, as well as new diseases that came with the turn of the century and are today the great ailment of human beings in modernity.
The Millennials generation has positioned itself as the entrepreneurial generation, the one that does not want to work for third parties or in offices. It is the generation that wants to make money at 30 to be retired at 50; the generation that cares about its wellbeing, its health, what it consumes and how.
Millennials understand that the biggest luxury is time and, consequently, they have made this way of understanding the world fashionable. They have forced brands of products and services to meet this need, how to make time more efficient and optimal.
Contemplate and relax looking out the window at the outside, Niksen time.
From a waste of time to a requirement for well-being
Niksen is a Dutch term that stands for “the art of doing nothing”; and is put into practice when you do something without any purpose. Sitting in a chair and contemplating the outside through the window, spending an entire day on the couch watching Netflix, is the art of contemplation. When at some point this would be seen or labeled as laziness or waste of time, today it is highly recommended for mental and emotional well-being.
In Holland, this practice or, we can say, this new “lifestyle” called Niksen to reduce stress and embrace idleness without feeling guilty for the “waste of time” has become popular. This remedy or antidote for diseases of stress and anxiety has made many brands, both fashion and home, incline their strategy in communicating that they are the perfect allies to accompany you in your “Niksen time”, beyond that, support this experience and new way of feeling luxury.
This reminds us of the famous term Hygge, this “recipe for finding happiness” born in Denmark, which proclaims to find with activities and simple details in home, pleasant, fun and magical moments. It should be noted that in 2017 Denmark was recognized as the happiest country in the world.
In the transforming times of Covid-19, where we have made a new life in our homes, practicing and doing activities that we never imagined we could do, preparing spaces for work and even for exercise, we have also been forced to adapt our style of dress.
The pajama substitute in times of quarantine
On the western side of the world, approximately since mid-March, we stopped wearing those special clothes, casual and more elegant garments that we had to go out to party, to go to dinner, to go to work. These pieces were left in the closet forgotten and we started to take out, rescue those clothes cataloged as: “clothes to be at home”, those that make you feel as comfortable as when you’re in pajamas, but without being so.
It seems that the so-called leisurewear, homewear or loungewear took great hierarchy, such importance to stop being the basics not promoted, not promoted, not communicated by the brands; to lead to be the star products and key products of the spring season. Even those brands that did not develop these lines of basic garments have begun to do so. Now they offer us garments made of cotton, soft fibers and fabrics, flexible, subtle to the touch, comfortable, pleasant, loose-fitting, rich, fussy garments.
Moreover, it seems to be the perfect opportunity for emerging brands that have bet on the niche market that seeks to integrate into their lifestyle the practice of Niksen. This is how a brand like No Plans NY (@nosplansnyc) born in the city of New York bets on the slow life, providing in their pajamas a versatile option in which they can be used anywhere, both for sleeping and spending the day..
Sleepwear clothing to sleep and wear on the street In & Out of Bed
Thought (@thoughtclothing) is a British brand that, as soon as you see it, transports you to the coziest place in your home, work a clear message and product for those consumers who have a calm, pleasant, natural and, above all, an in-house lifestyle.
Thought, Casual & Loungewear
Filippa-K (@filippa_k) a niche brand originating from Sweden that was born to indulge what they call as atheleisure, where their garments are categorized by the fashion-meets-function (fashion-meets-function) It is the perfect representation of luxury in simplicity and practicality of basic, atemporal and high-quality pieces.
Filippa-K, are minimalist garments designed for longevity because they are timeless.
Sustainability prevails over trend in 2020
In a world put on pause by the pandemic, shopping preferences have taken a big turn. Theillusion of acquiring clothes to go out and be seen with the latest trend no longer arouse the same pleasure. On the contrary, the importance of choosing good quality brands will be the features to look for. These days, the sustainability and double functionability are much more important;
The question is, how luxury brands will transform their collection developments into product lines that meet this need to offer a more versatile and functional range. A need that has evolved into the new luxury being an intangible “good”. That state in which there is room for doing nothing because it is healthy to be willing to do nothing.
Confinement has made rethink how we live and how we want to live in the future. This is an opportunity for brands to adapt their strategies and address these new needs. And how will they look for options to adapt their homes? With functional furniture, but at the same time decorative.
The same goes for the clothes they will wear. They will be looking for comfort, but wanting to distinguish themselves and highlight the status of luxury and prosperity that we like to feel. The brands more than ever, must offer well-being and security to the consumer who seeks to create a healthy, happy home, where he/she can continue to feel that he/she can be productive and creative; these are today their main priorities.
