ImagesMagUK_October_2020

www.images-magazine.com 48 images OCTOBER 2020 Couple this with the enduring popularity of grey joggers amongst social media influencers – celebs such as supermodel Bella Hadid and singer Selena Gomez have even posted their sweatpant styles on TikTok and Instagram – and the garment’s must- have status for 2020 was assured. Suppliers to the garment decoration industry have also reported a rise in demand for joggers. Kirsten Ferrol, deputy product manager for AWDis Brands, says: “We have seen a significant increase of uptake on our jogger sales in some key styles – our heather grey in particular has seen a rise in demand across all AWDis brands.” She attributes the increase in homeworking due to lockdown as “definitely a contributing factor”, adding: “People were prioritising comfort over traditional office clothing – joggers and A s coronavirus restrictions took hold across the globe and the numbers working from home soared, it was inevitable that loungewear and athleisure – already strong trends before 2020 – would gain further ground as people sought comfort from their clothes and the need for smart everyday officewear faded. In August, analysis by retail tracking firm Edited revealed that the ‘work from home’ uniform has an emphasis on “smarter tops while maintaining comfort on the bottom” and notes that “smart joggers” are a safe investment. The company adds that post-Covid, “Consumers will be in search of pieces to take them from the couch to the conference room. Smart joggers, relaxed blazers and sleek sneakers are perfect examples of multifunctional wardrobe offerings.” Celeb approval The first sign that sweatpants (or joggers, tracksuit bottoms, trackies – insert your preferred description here…) had really hit the big time was when Anna Wintour, the legendary fashion journalist and editor-in-chief of Vogue magazine who is always impeccably dressed, was pictured wearing sweatpants during lockdown. We zero in on joggers – the unexpected retail heroes of 2020 Jog on! jog shorts became the ‘go to’ garments. It also opened the style up to a wider market than the usual target audience and we have seen this reflected in sales. Our more traditional relaxed-fit styles (such as the JH072 Cuffed Jogpants Front Row’s Striped Cuffed Joggers launched in January this year People are prioritising comfort over traditional office clothing Workwear, homewear, everywhere... Jogpants are the standout style of 2020