Such is what’s happening now QATAR WORLD CUP 2022 PORTUGAL V2 FOOTBALL shirt . Given the state of the world over the past two years, even writing the word “fun” feels slightly rebellious. But shoppers and designers alike have seemingly gained a new appreciation for comedy, prompting many to embrace more colour, whimsy and (now) wit in their wardrobes. “We used to be filled with fear and isolation,” says Atkin. “I think COVID-19 was the last straw — it opened up the gates where everyone said ‘Let’s stop being so serious.’ I mean, we still have a lot of serious things to do — designers aren’t neglecting that — but let’s find some time to laugh together.” Elsaesser also points to the psychological effect of fashion. “Clothing has a unique power to affect your mood and make you feel better,” she says. “So when you put on something fun and colourful, it puts you in the frame of mind to have a positive, fun day.”
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Humour could even be considered a sustainable tool, directing consumers to shop for more investment pieces QATAR WORLD CUP 2022 PORTUGAL V2 FOOTBALL shirt . “I always used to say that if you’re going to be a good conscious consumer, you have to stop shopping altogether,” says Atkin. “But we know this is unrealistic because we are consumers; therefore, we consume. So what are you actually going to buy? Things that you don’t already own that make you feel good and you’re going to want to keep forever. When you’re buying something with a sense of humour, it’s a work of art. It’s not disposable; rather, it adds longevity to the garment.” Whether comical couture is an environmental strategy or a bid for attention has yet to be seen, but chances are it’s most likely the latter. Viral social media moments have become fashion’s most coveted currency, as designers fight for the spotlight among Instagram influencers and TikTok creators. “It’s a way to maintain the brand’s relevancy,” says Elsaesser. “Luxury customers are getting older; to stay current, designers have to appeal to younger demographics — it’s no longer a given that people are going to pay attention to you just because you’re a big name.” She points to Burberry’s use of elf ears as a perfect example of this, which directly played into the “Cottagecore” microtrend (think Anne of Green Gables meets fairy princesses) that consumed TikTok in 2021. Even if you’re not an attention seeker, there is beauty in this unapologetically joyful fashion cleanse. The new landscape is all about connecting the dots, online and offline, between pop culture, clothing and communities and the healing power of laughter. Like with sporting a cheesehead at a football game, we’re all in on the joke.
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