Amazon Fashion’s Wardrobe Refresh Sale (WRS), the bi-annual shopping event which showcases the trendiest fashion and beauty styles combined with offers, is back. “While customers are looking to shop, sellers who have been severely impacted are looking to get back on their feet and we are committed to supporting our sellers and customers to get what they want,” said Saurabh Srivastava, director and head, Amazon Fashion India. Here’s more about the ninth edition of WRS, which continues till June 23.

Saurabh Srivastava, director and head, Amazon Fashion India. Amazon India

What has changed after the second wave of the pandemic, in terms of beauty and fashion categories?

Given the current situation, customers are most likely to stay indoors with limited work and social interactions which has led to a change in the customer demand patterns and shopping habits. In terms of fashion, customers have embraced comfort with style as they continue to work from home. We have observed that customers are focusing on the feel-good factor of dressing up and opting for breezy and comfortable fabrics. They have shifted from formals and party wear to comfort wear, athleisure, sportswear and loungewear, and we also see smart casuals on the uptake. These chic and presentable styles help them transition from work conference calls to virtual parties with friends. In the beauty category, customers are looking for ways to pamper themselves at home with professional beauty products, DIY beauty tricks and experimenting with make-up. We foresee all of these categories growing and evolving, given the increased customer adoption of e-commerce as a buying channel in the new normal we live in.

Any broad trends?

In the last two years, an array of fashion and beauty trends has emerged. Customers have gradually shifted towards comfortable and transitional styles which seamlessly ‘transition’ across seasons and occasions. A few of the broad trends that we have seen in the fashion category are…

Athleisure: An amalgamation of active-wear and leisure that took on the fashion world last year and is still going strong. It has become both convenient and commonplace to run your errands and attend work meetings in the same yoga pants or sneakers.

Relaxed silhouettes: This laidback style has become a staple with those working from home. From T-shirts, shirts, tops, dresses to bottom wear, this roomier trend matches the growing demand for relaxed fits over the past year.

Breezy dresses: Breezy designs such as kaftans and maxi dresses are the perfect blend of style and comfort with customers opting for bold colours and tropical prints to enliven their outfit.

A few trends that we see within the beauty category include…

Revival of the lipstick: Brands have quickly aligned themselves to innovate in the lips category by moving from gloss and shine lipsticks to promoting matte, transfer-proof lipsticks, tinted lip balms and tint this season.

Clean beauty: There has been a distinct rise in the adoption of natural, organic and plant-based skincare and haircare as well as natural make-up products.

Salon-at-home: We are seeing a surge in demand for professional brands which were only popular with salons earlier.