This quarantine has changed all our lives in ways that we never could’ve imagined and many of these changes have been for the best. Among other things, this pandemic has brought to life the generosity, solidarity and empathy from many people, brands, industries and businesses, a side that some time we forget exists in every one of us.
As you well know, I adore fashion. I’ve said many times before (and will continue to!) that for me fashion is a way of expression, of making a statement, of individuality. through fashion you can have that extra confidence boost we all need at certain times! And I’m aware that for some people, fashion and the fashion industry (luxury brands specially) seem superficial, frivolous and for the most extremely opinionated, downright unnecessary.
And that’s exactly what I want to talk about with you today! It’s undeniable that this pandemic changed the way things have been done in general and of course, the fashion industry wasn’t the exception, but it also wasn’t the exception when we talk about how this pandemic brought out the best of this industry.
During this times of uncertainty and of need I’m so happy to have witnessed how many of the brands I’ve collaborated with, and whose creations I’ve admired for a long time, have raised to the challenge and organized themselves to help.
Here are some examples: Burberry produced 100,000 medical graded masks and stopped its iconic raincoats’s production to produce medical gowns and masks. Kering Group, the corporation that owns brands as Gucci, Yves Saint Laurent, Balenciaga, Alexander McQueen and Bottega Veneta, among others (yes, those brands that you’ve read about during my trips to Fashion Week!) used their workshops, production equipment and supplies, to make medical gowns and medical masks and donated millions of dollars to World Health Organization’s Covid-19 Solidarity Response Fund.
And not only the fashion corporations and brands were interested in helping. Fashions icons such as Donatella Versace, Michael Kors (personally) and Giorgio Armani among others, have also made generous donations directly to hospitals (Giorgio Armani donated 1.25 millions of euros to Milanese’s hospitals) and different funds. Ana Wintour and Tom Ford launched a fundraising called “A Common Thread” to help struggling fashion businesses amid the pandemic.
These are just some examples of what I was talking about before, I’m amazed and humbled to see all these iconic brands and people, united by the desire to help. It makes you wonder what we could all accomplish if we’d leave behind all those judgements of what’s frivolous and what is not, and use all that energy to see what we can do to contribute to our communities, our countries and the world in general. At least for me, this was a great show of altruism and unity, and has made me look for the places and situations where I can contribute to, what do you think?