This week we examine how COVID-19 is affecting how we think and feel about our appearances and how this collective experience is affecting how we show up for each other.
We had the privilege of speaking with Aws, a Senior Emergency Medicine Resident currently working on the front lines at UCLA. As one of the heroes of this moment, we asked him how he sees himself, and how he feels he is seen right now: “We’re wearing N95 masks, and a surgical mask over that, a gown over our scrubs, often double gloving.” Beyond the essential protection factor, Aws believes these new uniforms speak to the severity of the moment, and the sacrifices being made:
“I think it’s important that healthcare workers share the layers of gear and the indents and discomfort they cause.”
“The medical community should have this open dialogue of the stressors of their current work environment to communicate that this is real. This is something we’re continuing to fight.”
These stories give us a new (and necessary) appreciation for the role that healthcare workers play in our society. For many of us though, dressing for work means showing up on video calls, not protecting ourselves from a deadly virus.
So to understand how appearances are shifting for the rest of us, we Zoomed into the homes of people who are feeling the shift: a comedian performing from home, a (now virtual) executive recruiter, and two fashion and beauty experts. We learned that we have a newfound appreciation for showing up honestly, stripping back to the essentials, and using our appearances to bring some levity to each others’ lives. Ultimately, we’re all in this together.
Emilia, a comedian, is showing up with (even more) honesty
“I don’t want to put makeup on because it feels dishonest to who I am right now.” Emilia, a stand-up in Hollywood, has had to rethink her life on stage to fit a more virtual life. She believes our quarantined appearances are breaking down facades, enabling — even forcing — greater honesty. “Before Covid we all wanted to maintain the illusion that we’re going out, that we’re with friends. We only got dressed for each other. But now, everyone knows we’re all inside and not doing anything.”
Emilia’s optimistic about this shift and how it might inspire people to present themselves more honestly going forward:
“I see a silver lining that people aren’t trying to hide themselves anymore.”
“We’re all admitting that at home we’re super chill, and showing each other our true selves, and we’re seeing that we’re not all that different from each other. We’re not trying to prove anything anymore.”
Hillary, a beauty expert, is proudly stripping back
“I have a new appreciation for the essentials: skincare and bodycare over makeup. I’m accepting my curly hair more and don’t feel like I need to get a blowout every day.” Quarantine has invited Hillary to cultivate an appreciation for simplicity, and that’s extended to the appearance of her new New York apartment, where she works remotely for a beauty company. “One thing I’ve done during this time is gotten rid of a lot of things. I want to feel clean and calm and that means simplifying. No one wants to feel like they’re being ostentatious.”
Some of her personal shifts are also mirrored in her category more broadly, “Consumers are going bananas over essentials — they want skincare, soap and shampoo over makeup. And they want to simplify what they put in and on their bodies, too: we’re seeing an increased interest in clean beauty.”
Monica, who works in luxury fashion, is seeing old hierarchies fall
“I had a Zoom meeting with a president at our company who was wearing athletic shorts and that will change the way you relate to a very powerful man who usually shows up in a custom suit.” Suddenly, the carefully constructed worlds we’ve built are dissolving — and we’re seeing each other as real people.
It’s also the conversation that’s bringing everyone back to earth: “The requisite 15 minutes of comparing quarantine life, which is this intense shared experience.” Monica considers this a beautifully humanizing shift. “So you have a moment of connection before you start getting to business. It’s like, there’s no point in being a dick right now, the world is ending.”
She also notes that COVID-19 will force luxury consumers to assess themselves, and their choices, in a big way: “The people who already have assets are going to get further ahead, and the people who don’t are going to fall further into poverty… And so in those environments: do you really want to be wearing things that prove that you were basically untouched by this whole situation?”
James, an executive recruiter, is making it his mission to lighten the collective mood
“I’ll wear costumes or Hawaiian shirts to happy hour or trivia Zooms to break up the monotony. Or I’ll do something fun with my beard. I had a handlebar mustache all last week and got so many smiles and comments on it. Everyone is reading the news obsessively and getting depressed about the situation we’re in, so I try to be lighter and make everyone’s day a little brighter.” As a recruiter who usually has to adhere to a strict dress code, this is unfamiliar territory for James. But he’s not commuting anymore. He doesn’t have to wear the Hawaiian shirt in public, just when he wants to.
There’s no question that quarantine has forced us to think and feel differently about our appearance. In the wake of this pandemic, it’s becoming cool to care about each other and be ‘in it together.’ Perhaps as we emerge from quarantine, our appearance will reflect the excitement of our newfound freedom, encourage others to celebrate, show that we take less for granted, and be more honest reflections of who we are.
More ways in which changing rules of appearance are going to affect the world around us…
BEAUTY 💄
In this period of homebound isolation, DIY beauty kits have soared, virtual hair schools have opened, and virtuous indulgences such as skin, body, and hair self care remains strong. Yet, we’re turning away from many of our appearance-enhancing rituals. Products that conceal our true selves or help us self-express have slumped.
Will our newfound skills mean that cosmetic artistry and self-expression will happen in the home, not the salon? Will we be masters of our own beauty?
APPAREL 👗
As we prioritize functionality and honesty in how we present ourselves, we’re turning to unfussy essentials designed for everyday comfort over eye-catching attention. Athleisure has become something we no longer ever change out of — Net-A-Porter reported a 40% increase in sweatpant sales in the first week of COVID-19 lockdowns.
Will sweats usurp denim as America’s pants of choice after the cozyifying effects of this pandemic? Will comfort be a new aesthetic in its own right?
WORK TECH 👩🏼💻
In this collective sobering moment, many of us are craving a little levity. From Zoom features that make our bosses look like potatoes to choreographed team TikTok dances, we are looking to technology to brighten the mood and help us fill the emotional void.
As project management platforms are on the rise, might there also be an opportunity for digital workplace tools less focused on, well, work?
A New Normal is a series by Redscout, a strategy and design consultancy. The series examines how COVID-19 is changing the world and envisions how these shifts are reshaping our work and that of our collaborators, our clients, our friends. Sign up to the newsletter here.
