Maria Skivko (Samara National Research University). The future of OUTfits after the staying-IN-trend

Maria Skivko (Samara National Research University, Russia). The future of OUT-fits after the staying-IN-trend: Homewear triumph and the quarantine time
In the reality of the quarantine time, we reconsider the relations with homewear clothes: they extend their traditional function and easily participate in our daily routine. There are 3 main tendencies to be defined: i) wear comfy — an old practice and a body demand for feeling comfortable and relaxed in the stressful circumstances (healing therapy, shelter, good memories); ii) digital dress-code — a new ritual to dress «official» the upper body in front of the web-camera by working and to leave the out-of-the camera parts with comfy items; iii) after-quarantine homewear trend — what will happen with those comfy clothes after? will they replace in our wardrobes the «uncomfortable» clothes, status clothes, and fancy looks? will a homewear habit be institutionalized? The early-stage research focuses on the change in clothing preferences in the quarantine times that reflects the transformations in consumer priorities, personal identity, and social and cultural values.

Dr. Maria Skivko is an Associate Professor at the Department of Social Systems and Law at the Samara University (Samara, Russia) and Guest Lecturer at the Management Master Program at the Karlshochschule International University (Karlsruhe, Germany). In her doctoral thesis completed at the Bauhaus-University Weimar (Germany), she investigated fashion and urban representations performed through the media discourse in fashion magazines. As a sociologist and trend researcher, she specializes in fashion and cultural studies, sustainable ideas and practices, and new social and cultural values within digital culture. She gives classes on the theory of sustainability and practices of zero-waste and minimalist lifestyle and develops the research concept regarding the trend-searching and trend-analysis. Additionally, she investigates the idea of digital minimalism and digital practices.

“The New Normal”: Sartorial and Body Practices of the Quarantine Era: https://www.nlobooks.ru/events/konferentsii/the-new-normal-sartorial-and-body-practices-of-the-quarantine-era/

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