Could we be entering a new age of fashion post-lockdown? Founder of the clothes brand Copper & White Clare Morris seems to think so.
Although her stall on Shambles Market has been closed by the pandemic, Clare has seen ‘phenomenal’ online sales in recent weeks.
And she believes we are on the threshold of a fashion revolution.
“I think fashion will make a stand,” Clare told YorkMix. “Historically, fashion does always respond to difficult times.
“If you looked at the Sixties after the war, or the Twenties after the First World War, there was this new buzz of fashion.
“So I think it’ll be a bit of a revolution, and I’m quite looking forward to seeing what styles are going to emerge.”
After months of people working from home in loungewear, jogging bottoms, and occasionally pyjamas, Clare thinks that people will want to reinvent themselves through fashion post lockdown. “I think fashion itself is going to be a bit more fun, a bit more colourful this summer.
“I think we’re tired of being in our comfortable clothes.”
Copper & White was “inspired by a desire for something new and contemporary, that wasn’t readily available on the High Street” and is all about “relaxed glamour”.
As we emerge from lockdown, Clare is planning to debut a new collection for spring. “We’ve got some floral prints, lovely shades of yellow. Creams and blues with animal prints on as well.”
A more sustainable approach
As an industry, fashion is under fire from environmental campaigners. Globally it accounts for about 10% of global carbon emissions, nearly 20% of wastewater, and consumes more energy than both aviation and shipping combined.
Clare is aware of this and said Copper & White prioritises a more sustainable approach by creating ‘capsule collections’.
“For me, it’s all about quality, affordability. I’d like more sustainability, I’m constantly looking for that. Some suppliers (are) not really on board with that yet.”
These capsule collections are meant to be built upon from season to season, rather than being thrown out by the customer for no longer being on trend.
So-called ‘fast fashion’ may be on the decline as more people become aware of the environmental implications. “Most of the younger customers I have now are very much more environmentally aware, and are looking for those versatile pieces that you can wear in more than one way,” Clare said.
“I’m really reassured by that, because that’s how I want fashion to go. I’d rather have a wardrobe of fewer beautiful pieces, than one that’s full of things that I’m not going to wear.”
‘I was devastated’
After 22 years of teaching, and with her children grown up, Clare founded the brand in 2015. Like all businesses, Copper & White has endured a year like no other.
“One year ago, I was devastated because it was just like your world had fallen apart – but you can either sink or swim,” Clare said.
“It gave me time to stop and reflect and think. I knew it was important to establish that online presence because pandemic or no pandemic, that’s the way a lot of things were going.”
It meant the stall on Shambles Market was closed for much of the year, although sale were good during the summer reopening. Clare used the downtime to update their website: “the online sales are phenomenal, and the traffic to the website is growing” she said.
Clare’s ambitions include opening her own shop. And she would like more support for independent businesses.
She said: “It would be great if we could transform York into a place that embraced all our wonderful independent businesses that are around.”
Keep and eye out for Copper & White’s forthcoming spring collection on their website.