Despite the uncertain once-in-a-lifetime economic situation — and dismal retail forecasts — brought about by the coronavirus, John Elliott is feeling hopeful. Excited, even. Perhaps the designer is quarantining in sunny Los Angeles with his wife and newborn daughter, or Elliott is known, in part, because he cozy sweat, a product category that is exploding as people focus on working from home. But beyond that, Elliott suspects that this disruptive moment might actually be the turning point the fashion world didn’t know it needed — an opportunity to break out of a tumultuous race. Designers and business owners believe this moment could finally be a positive moment for the fashion industry, a time for consumers to reevaluate what they want from their clothing purchases and to Brands rethink what they stand for.
“I think people will emerge from this having a deeper knowledge of what their preferences really are,” the LA-based designer said last week. “When you have that, you have fewer sheep, you have less people glued to pop culture and celebrities. It pushes brands to focus more on making a product that matters, and that’s what we’ve always strived to do.”
We talked to Elliott about what his life looks like in these tumultuous times (equal parts running and studying Miuccia Prada), how it made him rethink how he activities and changes he thinks we can expect from his brand and the fashion industry in general.
First off: How’s your quarantine life?
I’m at home in Los Angeles, and I’m lucky enough to spend time with my 5-month-old daughter, Reece, and my wife, Rochelle. Honestly, I’m also spending time running our business, which is still as busy as it was before the quarantine. When I had my downtime, I researched and learned about the life of Miuccia Prada– her art collection, who she is, her quirky personality and taste. She is one of the top legends in our industry. Really, an attractive person.
I’m also trying to do day trips. This past Saturday we went hiking outside of Oxnard, which was a nice respite from quarantine. I still run every day, although not as far as I would like. I want to tell GQ I run five miles a day, but in reality it’s probably three and a half miles. There is a small loop I do. At this point, it’s been eight weeks since this day, and I’ve got a routine.
How do you feel these days?
I feel the opportunity is bigger now than ever, especially for a brand like ours, and I’m very optimistic about the future. I think this is really going to instill values in our society, similar to those held by my grandmother, who lived through the Great Recession. Looking for quality. Really buy something that represents your personality. I think right now is the time when people will have a higher sense of self-discovery.
