The Row fall 2020 Photo: Courtesy of The Row Which pieces were your customers particularly responding to in 2020?Natalie Kingham: In general, fashion in 2020 is what makes us feel better, instead of dressing for approval from other people. In terms of categories, it was definitely denim and loungewear, which includes pajamas, robes, leggings, and Birkenstocks. And the real big growth areas were fine jewelry and homewares. It’s not really surprising. We all realized we didn’t have enough things at home to make us feel nice. I had some satin PJs but not enough of them; some robes but not enough of them; some sweatshirts but not enough of them. [As for homeware,] we’ve been spoiled by the tabletops and cutlery at nice restaurants when we were going out to eat.
The craving for fine jewelry during lockdown…Sarah Harris [of British Vogue] said to me yesterday that a ring has become more important because when you look down, you smile—or you had something on your wrist or even your ankle, with an anklet. Fine jewelry at $1,500 has replaced the dress at $1,500.
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