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August 27, 2020 5 min read

Rushed and put on pajamas: The forced stay at home leads to a change in the wardrobe Sales of quality pajamas, branded sweatpants and beautiful and comfortable house clothes skyrocketed in the days of the Corona. 

Prolonged stay at home requires a change of wardrobe, and according to experts it is even necessary for self-image and to regain control and focus on the chaotic reality Fashion CoronaClothes in Pajamas Is the new outside. Some of us exercise at home, talk to friends at home, work from home, the same home where we also sleep and eat and rest. Out of necessity, the dress code is changing according to the spirit of the times, in the world and in Israel. According to data recently published in The New Yorker, pajama sales jumped 143% during this time; Sleepwear - and all its interpretation for the day - is the "comfort food" of the clothing world these days. Clothing sales fell by 79%, but sales of sweatpants and sweatpants rose by about 80%. Read more in Calcalist: Modesties: Despite the corona New collection by Palestinian chef Rim Chenis: "There is no such thing as an Israeli dish" "No shame in admitting that you are in trouble" Illustration: Honeysuckle did not talk about a drop in lipstick sales, because of the masks. McKinsey, already in April there was a 15% drop in sales and a 28% drop in prices.It is expected that world sales will drop by 35% -20% by 2020 compared to last year.Do we not need clothes or light makeup at home too? I work from home this For years, and every morning I get dressed, put on shoes, put a little effort into my face and sit in front of the computer. I learned that clothes have a clear effect on upright posture in the chair, my mood, clarity of thought and motivation. Illustration: Honeysuckle in the world of work Blurring boundaries between casual, luxury and street wear in offices as well. Not to mention those who work from home. However, tattered sweatpants are not the answer. More and more people also dress at home in comfortable and beautiful clothes, and quite a few brands have cultivated a relaxed style. Nili Lotan, for example, offered beautiful sweatshirts from Kashmir, the Italian brand "For Restless Sleepers" offered headdresses and suits Real everyday pajamas in spectacular prints. Comfortable and caressing house dresses are gaining momentum, as well as wide pants with a rubber waistband (a type of pajamas for the day as opposed to sleeping pajamas). Illustration: Honeysuckle Eshet You can also wear other items that give a good feeling, and yet not too meticulous. Almost in a holiday and resort atmosphere - not binding and yet worthy. Is a culture of home clothes developing in Israel as well? Dr. Tali Stolovi, who researches the psychology of clothing and develops a therapeutic styling approach, no doubt people need clothes. She says, "There is a myth in the country that people do not really need clothes, and it is also related to the minimalist clothing culture that has historical roots: A fashion scene here, and it did not suit both in terms of value nor the hot weather. The heat makes people less likely to look for a developed clothing culture as in colder places. There is no room for play of layers, certainly not in the summer. There is a perception here that clothing is a functional matter, that talking about clothes and dealing with the subject is superficial and meaningless and not really relevant to the emotional processes that people experience. "However, according to Stolovi, clothes are an indication of emotional processes and can help us, especially during an epidemic." "Clothes at home and outdoors are the result of a psychological preoccupation with impression management, how do I try to control what people think of me," she says. "People are used to using clothes to control the impression they make, and if the emphasis is only on the outdoors and now I am at home, then why dress? ”. Illustration: Honeysuckle The answer is - for yourself. Clothes, she says, "affect emotional and cognitive processes. In Corona we were stuck at home for a long time, and people realized they could not live in pajamas, which is linked to rest and inactivity. It does not serve them at the functional level because clothes can give a sense of focus and action. And they understood "You have to find clothes to go through the period, even those who have no interest in fashion. The new style of clothing that is being formed is adapted to the time, and that is what explains the blossoming of home clothes that are not pajamas." Dikla Einat from the "Kav" brand launched a homewear collection two years ago alongside the regular collection. She recognized a need among her clients, some of whom work routinely from home, who wanted to dress in comfortable and beautiful clothes, to feel good about themselves. The main line of "Kav" also conveys relaxed comfort and the dresses can easily jump from the outside to the inside and vice versa, for example a pique robe worn as a top outside, or a basic shirt dress over which you can wear a button-down shirt and go shopping. Don't need much more than that on summer days. Recently, she reports, as more and more people have moved to work from home, there has been an increase in demand for items of this kind. The color palette is limited, the cuts are loose and relaxed and the knit fabrics are natural and pleasant in cotton or viscose. "I feel we are living on the brink of a new era," she says, "where consumer culture is changing and adapting to current needs. In the past year I have chosen to be precise and narrow, even in evening items. For many years I worked with Razili and made evening clothes at their request, but now I want to produce. Wearable items, right. " From the new collection of the "Kav" brand. Adapt wearable clothing to a changing consumer culture from the new collection of the "Kav" brand. Adapting wearable clothing to a changing consumer culture Photo: Michael Topiol Clothes are a way to preserve ability, says Stolovi especially to those who are forced into isolation. According to her, isolated people tend to very easily sink into depression. After all, there is a difficulty with breaking the routine of the day and with the lack of knowledge. Precisely then the clothes, including underwear, are the way to maintain a sense of capability. "You should also dress in isolation," she says. "Lipstick is a critical nuance to a woman's sense of identity and ability to organize herself and her daily routine." And in this context, if the emphasis on external impression and interaction is strong - she even recommends initiating zoom conversations, dressing up and putting on make-up for them.


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