As occasion wear became less relevant in 2020, Olivia von Halle’s mindful luxury and natural fabrics chimed very much with the unprecedented times. ‘It was definitely the banner year for luxury loungewear. We were incredibly fortunate to see our product and brand resonate strongly with consumers, many of whom turned to our pieces to provide flair for days that all felt the same.’ Naturally there were challenges. ‘At the outset of the pandemic we had to shift focus to direct-to-consumer, safeguarding Olivia von Halle from the uncertainty of bricks and mortar. Beyond that, we learned to be nimble. We found that small adjustments to our brand strategy – such as our tone of voice – made a great impact, and ensured we remained relevant in a rapidly changing and challenging environment.’
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