Fashion doesn’t stop!

Today, more than ever, the fashion and luxury industry, despite being one of the most affected by the pandemic, is giving a great lesson of reliability, flexibility and generosity.

In fact, solidarity actions with valuable donations continue (Chanel, Herno, Tiffany and Co. Foundation, Zegna, Gap, Jimmy Choo, Michael Kors, Kate Spade, Mango, Saks Fifth Avenue Tod’s, Ugg and many others), together with crowdfunding campaigns such as those by the VP Foundation (including the brands Van’s, The North Face, Timberland, Napapijri, etc.), by Stroili or by Gucci with Facebook’s matchmaking campaign.

Burberry is financing the research for a single-dose vaccine developed by the University of Oxford and made its global supply chain available for the distribution of healthcare materials to operators in the field.

Production reconversions to produce gowns and masks are also made -by many textile companies, including Les Copains, Lardini, Wolford, Brooks Brothers, Baldinini, AST Sportswear Inc. etc.

Initiatives (not only by governments) are also being launched to help small and medium-sized fashion companies in several countries. The British Fashion Council Foundation’s “Covid Crisis Fund”; created in Great Britain; will support creative companies and the most talented students with £1 million.
In the United States, the CFDA (Council of Fashion Designers of America), in addition to supporting small independent companies by means of constant information on financial solutions and workplace safety, has started, in collaboration with Vogue magazine, a fund raiser for the ‘A Common Threat’ fund in support of designers and fashion producers.
The Design Institute of Spain supports the communities of designers actively engaged in the supply of sanitary material for senior centres and hospitals in Spain and Latin America.

The National Chamber of Italian Fashion, thanks to the contribution of its members, has donated €3 million for the purchase of respirators and medical devices.

The bridal sector also continues to play its part: the brand Saboroma offers a ‘special occasion dress’ for free to nurses and physicians involved in the fight against Covid-19 who have planned their wedding this summer. Anne Barge has launched the Health Hero programme which provides a 20% discount on the purchase of wedding dresses by health professionals. She set up the ‘Wedding Wine Wednesday at Anne Barge’ during which her team will virtually meet retailers to support them while awaiting the recovery, while for future brides there will be the possibility of making an online appointment. Anglo-American fashion designer Savannah Miller is available to brides for personal video calls in order to comfort and support them.

Health Hearo Programme by Anne Barge

But not only companies and ateliers are moving in this direction, several Wedding Planners have also taken part.
Cira Lombardo, in collaboration with the Accademia del Wedding and the Facebook group Wedding Planner Academy opens the Help Brides help desk to help couples who will have to postpone the wedding, free of charge.
Many wedding experts that are part of the Wedding Awards offer free consultations to physicians and nurses who are busy in hospitals during this period and whose wedding day is approaching.
And for those who are approaching this sector, as well as for all professionals who want to improve themselves, wedding planner Anna Frascisco is holding free professional training virtual lessons.

Some examples of collaborations are also among the Spanish brands: over 3,500 overalls for hospitals and first aid centres are being made daily by Yolancris, meanwhile Jesús Peiró guarantees that 5.000 are going to be distributed every week around Spain. Isabel Sanchis manufactures 500 pieces per day. The Valencian designer has been engaged with her team since 30th March, and a total of 70,000 surgical masks will be distributed between Caritas and the IFEMA Hospital. The Association of Fashion Designers of Spain (ACME in its Spanish initials) immediately made itself available to the government by mobilising the companies, ateliers, and fashion workshops that responded to the message of solidarity.

Isabel Sanchis

Production has changed also for Spanish designers Fely Campo, Beba’s, Sophie et Voilà and Esther Noriega.

Esther Noriega 

Fely Campo

Another example of response could be the Basque sisters from Sophie et Voilà. They have given an encouraging message in order to keep alive hopes and dreams of marriage while being at home: they are giving away to any bride-to-be personalized sketches made by one of the sisters, Sofía Arribas, the creative director.

Rita Vinieris launched a GOFUNDME campaign to guarantee 20,000 masks to hospitals in Ontario and New York, while she is making 10,000 with her team.

Rita Vinieris

For that small percentage of spouses who will not postpone the wedding, Winnie Couture has created the Haute Mask collection, with the profits going to charity. There are four models of handmade masks in lace or with high fashion fabrics and embroidered with crystals, equipped with a breathable filter and an adjustable nasal bridge ensuring design and safety on the most important and awaited day by couples.

Winnie Couture

By Elisa Nascimbene for Valmont Barcelona Bridal Fashion Week