The Force of Fashion in the Face of COVID-19
By: Andie Horowitz and Amy Rosner
Although the fashion industry has suffered severe economic consequences, the industry continues to give back to those whose lives have been upended by the global pandemic. In this unprecedented time of chaos and crisis, philanthropic pursuits are providing us with a sense of solace. There’s no doubt that this new normal is frightening and unsettling, but it’s important to focus on a brighter consequence of this reality: the good prevailing amongst hardship. Not surprisingly, the fashion industry is at the front line, weaving fragments of our fractured society back together.
Many organizations have made an effort to contribute to bettering this crisis for consumers in their own unique ways. Vogue stands out in doing so, bringing Commonthread, one of its sub-platforms, to the forefront of its marketing operations. Created immediately after the 9/11 attacks, Commonthread consists of a “story-telling initiative” that allows those who work behind the scenes in the fashion industry to share their voices during difficult times. Currently, the organization is focused on raising both funds and awareness for those most impacted by COVID-19 in the fashion community. Commonthread works to bring awareness to those whose narratives are often overlooked or unheard, an objective that’s especially important when inequity is so dominant within society. By including these accounts, the organization personalizes individual stories, creating a greater emotional impact. In turn, readers are more drawn to help contribute to the cause.
Additionally, some big-name brands are trying to pivot their focus from generating revenue to giving back to the community. Their efforts consist of acts like donating proceeds and supplies, with Ralph Lauren donating $10 million to the coronavirus crisis and Prada donating hospital beds and six intensive care units to Milan’s most affected hospitals. Others are making significant strides in aiding the efforts to help combat COVID-19, manufacturing relevant resources using their facilities.
For example, both Givenchy and Dior perfumeries are using their facilities to produce free hand sanitizer. L’Oréal has taken part in this movement as well, creating hydro-alcoholic gels and donating the products to hospitals, food distribution centers, and nursing homes. Mango, Kering, and LVMH, all brands that operate under L’oreal, have opted to produce and/or donate face masks to countries around the globe. LVMH, a luxury conglomerate that oversees Dior, Fendi, Givenchy, and Louis Vuitton, are estimated to donate 40 million masks within the upcoming few weeks. Other organizations have closed their brick and mortar stores, yet still continue to pay their workers.
It is evident that both lower-end and high-end brands are mobilizing to do their part in curbing the global health pandemic, forming a sense of unity despite previous divisions. These gestures have contributed to a sense of unity that transcends both national and global borders, doing their part in a worldwide effort.
These admirable programs have illustrated what Harper’s Bazaar wrote so eloquently in their recent piece regarding Coronavirus and the world of fashion: “the industry is halfway between a pause and a pivot”. The world is living amongst a time dominated by inherent uncertainty. The economic implications of this pandemic are extremely significant, and no one knows exactly what the future of their industry may look like. Despite these pervasive obstacles, parts of the fashion industry are taking a step back for the safety of not only themselves, but for the safety of their workers and consumers. At the same time, they are actively changing their previous objectives and using their resources toward finding unique ways to help those in need.
And for that, we commend them.