The New Way Forward for Fashion

Reassemble. The majority of society has had to rearrange business processes, daily life and normality at the drop of a hat as COVID-19 has swept across the world. It is extremely unlikely to hear of someone not affected by this disruption, including the “untouchable” fashion industry. Companies immediately had to restructure and implement strategies to mitigate the impact. From early January to March 28 of this year, the market capitalisation across the industry has plummeted by 40% according to The Business of Fashion.

It has stemmed beyond the cancellation of fashion weeks held months ago, as we turn our attention from avant-garde to loungewear. Referring to my previous post, Louis Vuitton has reopened 12 of their 16 leather production factories to produce non-surgical masks for their staff and nearby residents of nursing homes in France. Of the 4, 500 workers in the factories that were originally sent home due to the outbreak, 400 have now been offered employment, amounting to 10% of their workforce.

For those unfortunate enough to have weddings postponed or now unable to afford their special day, wedding dress designer Brandon Maxwell is working to donate gowns, veils and wedding bands to lucky participants. He has also turned his attention to manufacturing gowns for healthcare workers and other PPE (personal protective equipment). In an official statement he announced, “we have spent the last week researching the appropriate medical textiles to create these gowns and are proud to provide these much needed items to the doctors and nurses on the front line of the crises.” Bravo!

Alexander Wang is now donating 80% of profits from archival pieces released donated to the United Nations COVID-19 Solidarity Response Fund on behalf of the World Health Organisation. Jane Fonda is now producing tracksuits where she will donate 100% of the proceeds will go towards her Fire Drill Friday cause, which assists with workers affected by COVID-19. It is also essential to remain comfortable whilst working from home when no one can see you, am I right? Sometimes I find myself staring at my existing wardrobe wondering if I will ever wear my aqua Gant shirt or generic jeans ever again.

Audiences are increasingly connected and engaged through online seminars, Q&A’s and even cyber concerts. God forbid the Wi-Fi disconnects. Anna Wintour of Vogue has launched 4 day seminar Global Conversations featuring a host of guests ranging from designer Marc Jacobs and British Vogue editor Edward Enninful. It allows a platform for the questions to be addressed, and how the innovative industry will recover.

Designers are looking to further engage those at home through workshops including Marc Jacobs collaborating with artists to host the “Drawn Along” weekly activity to aid boredom in the home. To me, this is a refreshing task aside from the at home workouts and cooking demos. Many of the artists are based in New York (which we all know is deeply affected by COVID-19), and inspiring some fancy new skills beyond the jigsaw puzzle.

To an extent, the self isolation has increased global interaction and an opportunity to further connect. For those able to work from home, an abundance of sweatshirts and leggings have swept social media as the new style staple. Given that Easter has just passed, it is convenient timing following the chocolate haul.

As many of us are using the time to overhaul wardrobes and discover much loved forgotten “hoodies”, others are using the opportunity to create innovative start-up businesses or focus on the booming sales of particular items. Amongst the bankruptcy applications, pay cuts and the launching of online stores, designers are looking to reduce production and focus on a smaller range of products to accommodate. Unfortunately, working with media platforms and advertising becomes tricky, so it’s back to basics for now. You would think that established online businesses such as Farfetch would be thriving but in reality, they rely on international production and shipping, from warehouses that are low on staff or closed.

As the motivation rapidly declines to dress for the new norm, Instagram accounts such as @wfhfits makes light of the scenario, and shares some ‘inspiring’ daily loungewear ensembles from around the globe. My personal favourite? Dog chic knits and matching booties.

Despite the disruption amongst this particular industry, I am not complaining about the online sales from the comfort of my home, making that stroll to the post box oh so exciting. There is something luxurious about lounging in some fluffy socks watching a live streamed fashion show.