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Prêt-à-pandemic: how fashion and beauty brands continued to look good in lockdown

Fashion and beauty marketers tell us what happens when everyone’s reasons for dressing up go down the pan.

When Covid-19 struck, every kind of gathering, from birthday parties to christenings to weddings to nights out, holidays, festivals, gigs, sports matches and roller discos, was cancelled overnight. Party dresses and high heels became joggers and slippers, while suits and ties became T-shirts and leggings.