Fashion Is Coming Together to Help During COVID-19
The last few weeks have been extremely uncertain and difficult for the entire world. The pandemic has changed how we live our day to day life and how businesses operate. Like every other industry in the world, the fashion industry has been heavily affected, ranging from closed factories, canceled events, and brick-and-mortar shops no longer operating. In times of tremendous economic uncertainty fashion brands and houses of all levels have come together to help towards a global cause.
Face masks have become deficient for the people who need them the most, medical professionals who are putting their lives on the line every day. House such as Saint Laurent, Brooks Brothers, Balenciaga, Gucci, Christian Siriano, and Dior (among others) are making masks and donating them to medical facilities. The brand Revolve is also donating 10,000 N95 FDA approved masks to hospitals in LA. The iconic brand Loreal is gearing their production towards creating hand sanitizers for those in need in Europe. A classic brand such as Gap is also creating medical gowns and scrubs for medical facilities.
Other companies are taking a different approach and donating much-needed funds to institutions in need.
Tom Ford is donating 10% of all online sales to A Common Thread.
The National Chamber of Italian Fashion has raised $3 million.
Saks Fifth Avenue is donating $600,000 to New York-based programs.
Nike has pledged over $15 million to help the cause.
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Chiara Farregni, an Italian influencer, truly shows the power of social media as she raised more than 4 million euros in under a week for Italian medical facilities. Speaking of influencers, many fitness influencers are offering free classes to the public on their Instagrams during this time as a way to engage everyone quarantined at home.
At a time like this, every industry is banding together to help all those they can. I urge you as part of the Atlanta International Fashion Week to contribute to credited organizations and above all to stay home. The best thing we can do at this time is to stay home and hope for all this to go away very soon.