Dressing to impress: Sales of blazers are trending in the WFH era as Aussies power dress for video calls
The power suit – a favourite of the Duchess of Sussex and Hailey Bieber – is trending even in the isolation era with a twist. This is how you can dress to impress on video calls.
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EXCLUSIVE: The power suit – a favourite of royals to supermodels – is trending even in the work from home era, as Australians dress up from the waist for Zoom and FaceTime.
Australians are “power dressing” with structured blazers teamed with trackies or PJs in a 2020 take on the traditional suit. It’s an outfit styled for a video call: business on the top half, and relaxed on the bottom.
Global trend forecaster Lyst said demand for blazers have climbed by 46 per cent month on month, in data released exclusively to News Corp.
Australian designer Bec & Bridge said demand for structured blazers and power jackets were “up by 120 per cent” in 2020, compared to this time last year.
Becky Cooper, of Bec & Bridge, said the relaxed power blazer trend was fuelled by the WFH era, where customers wanted comfort over restrictive fabrics.
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“In the early months of COVID-19, we switched focus away from event wear styles towards more relaxed ‘wear at home’ pieces which drove strong conversion rates,” Ms Cooper said.
While typically associated with rigid fabrics, the next-generation power suit is made of cotton and loosely-fitted linen to suit the casualisation of day-to-day workwear during COVID-19.
A driving factor of the trend to suit up is the rise in virtual meetings being held over video-call, which has become a daily WFH reality for Australians.
These are not traditional, office-style suits: they’re power jackets in linen or cotton blends – a staple of the Duchess of Sussex’s wardrobe, while models Hailey Bieber and Bella Hadid, popularised the blazer and no bra look.
In Australia, shoppers were searching for a “relaxed take on tailoring”, a Lyst spokeswoman told News Corp, with particular emphasis on the terms “oversized” and “loose-fitting”.
“If we look at searches worldwide, linen blazers are currently popular among shoppers with searches going up 15 per cent month-on-month, while in Australia leather blazers are having a moment: demand for the category grew 46 per cent this month,” the Lyst spokeswoman said.
“Oversized blazers are also currently trending in Australia, with searches going up 10 per cent month-on-month.”
Aje chief executive Adrian Norris said the brand had expanded its range of blazers to cope with demand, which had “doubled” compared to this time last year.
“Given the time of year, and how customers are considering their professional and personal time, the desire for jackets and coats is at a high, with an increase of over double on from last year,” Mr Norris told News Corp.
The rise of the power blazer in Australia is a contrast to retail performance out of the US, where 200-year-old American tailoring brand Brooks Brothers filed for bankruptcy (the privately-held company had been struggling as business attire grew more casual in recent years).
As a lawyer, former Bachelor star and style maven Anna Heinrich sports a blazer at least twice a week for WFH video meetings.
“Work has been down since COVID but I’m always trying to keep busy,” Ms Heinrich said, wearing Bec & Bridge’s “Carlotta” jacket and Andie tracksuit.
“I continue to work as a solicitor from both home and the office. Zoom calls have certainly become the new essential work tool for me and the rest of the firm.
“I’ve always been a fan of the power suit, for work and play, and now that times are changing and workplaces are evolving, for me, it is an adaptation of the power suit.
“It can also make a T-shirt look presentable and adds professionalism to any outfit. Business up top and comfy on the bottom.”
Ms Heinrich, who is expecting her first child with husband Tim Robards, said blazers have been a staple of her maternity wardrobe.
“I wear a blazer, at a minimum, twice a week,” Ms Heinrich said.
“I’m wearing the ones that still fit. Blazers are not only a work staple they are a wardrobe, in general, staple and can instantly make jeans, a tee and even a jumper with a hoodie look chic.”
As for her take on maternity dressing, Ms Heinrich said it had been a “major adjustment in the wardrobe department”.
“Like all pregnant women your body is changing weekly and you’re constantly trying to find pieces that work with your individual style but also your growing body,” she said.
“My style hasn’t changed but finding pieces that work has become more difficult.”
So what is her styling advice for a work video call? “Test out the look on camera beforehand. Most importantly, always remember pants,” Ms Heinrich said.
‘FROM THE WAIST UP’
Unlike the first few months of WFH, celebrity stylist Elliot Garnaut said activewear was no longer tolerable when dressing for FaceTime and Zoom meetings.
“When working from home in March 2020, a flash in the pan hoddie on Zoom was pardoned. Not any more,” Mr Garnaut, who has styled Shanina Shaik and Rozalia Russian, said.
“Smash cut to August and we’re working from home for the foreseeable future and as such, it is now as important as ever to present yourself professionally online.
“Much like what dressing up to attend a meeting does for your psyche, so too does this attitude translate to your zoom meeting.”
So how can you let your outfit do the talking on a phone or laptop screen? Mr Garnaut said sharp tailoring was the key.
“A beautiful piece of boss tailoring will not only present you as the utmost professional to your colleagues, but may even give you that boost of confidence to fire off that risky business idea,” Mr Garnaut said.
“A chic blazer on camera, and your comfiest trackies down below. Who needs to know?”
Edwina Forest, Aje’s creative director and co-founder, added: “We have seen a lot of tailoring of late here at home and internationally. A well-tailored suit is the perfect way to make a statement while looking effortless”.
So how should you wear the 2020 take on a power suit?
“A long-lined blazer with a structured shoulder is best seen slouched over a soft billowing dress – the perfect contrast,” Forest said.
ANNA’S ON-CAMERA STYLE TIPS
* Don’t wear anything that’s too low or too tight.
* Test out the look on camera beforehand. You’re still a professional and want people to take you seriously so it’s about finding the right balance.
* Know the importance of lighting and check your background. Spending time on the way you look can go down the drain if you’ve got a cluttered backdrop and poor lighting.
* Make an effort, not only for the person your having a meeting with, but also yourself. Don’t look like you’ve just rolled out of bed.
* Take the time to do your hair and makeup but you don’t need to overdo it.
* Most importantly, always remember pants.
