Twenty-twenty may be behind us, but its impact on fashion’s consumers and brands is not. The chaotic year has fundamentally shifted the way we buy. As we push forward into 2021, there are a new set of characteristics for what makes a brand hot — or not.  From the consumer side, grounded shoppers are looking to brands and businesses that tell localised, relatable, human stories. That means an increasing distrust for a polished ‘brand voice’ — consumers want to hear from