MIUSE: ISSUE 1

Author: Nathan Quesada
Page 152
COVID-19 has affected millions around the globe.
Because the Coronavirus has caused disruptions
worldwide, now more than ever is the time to stand in
solidarity with one another. Although fashion is one of
the many businesses that have taken a hit, the industry
has stepped up to the plate in aiding the communities
that they serve. Fashion brands big and small have
embodied the ideals of corporate social responsibility
by acting as resources for those who need
it most.
A lack of essential personal protective
equipment is a pressing concern for healthcare
professionals. Fashion houses are utilizing
their production capabilities to increase the
availability of necessary PPE for those on the
frontlines. Major conglomerates like LVMH
and Kering are using their brands’ facilities
to help provide the necessary equipment.
Louis Vuitton’s French ateliers are being used
to produce hundreds of thousands of face
masks. Sister brands Dior and Givenchy are
using their perfume and cosmetics sites to produce and
deliver hydroalcoholic gel to French health authorities
for as long as it is needed.
Similar efforts are seen at Kering as Balenciaga, Saint
Laurent, and Gucci have also transformed a number
of their workshops in order to manufacture and donate
millions of masks and medical overalls. Many other
designers are following suit including Giorgio Armani
and Christian Siriano.
On top of utilizing the production capabilities of their
supply chains, many brands are offering monetary
donations. Ralph Lauren has committed £8 million
to Coronavirus relief. While a portion of the fund will
be donated to health organizations such as the WHO,
Ralph Lauren is providing grants for its colleagues facing
special circumstances. The brand has also donated to
Vogue and CFDA’s “A Common Thread” fashion fund.
FASHION BRANDS BIG AND SMALL HAVE
EMBODIED THE IDEALS OF CORPORATE
SOCIAL RESPONSIBILITY BY ACTING AS
RESOURCES FOR THOSE WHO NEED IT
THE MOST.
The program aims to provide the necessary financial aid
for those affected by the Coronavirus in the American
fashion community. Applications are available now
through April 19th and reviewed on a rolling basis. With
independent business owners facing a great deal of
uncertainty, brands like Pyer Moss have focused their
relief initiatives on supporting small creative businesses.
Plus, the legal firm that the brand works with is offering
free services to small businesses facing legal challenges
during this unprecedented time.
As we’re all collectively practising social distancing, our screen time is most likely reaching new heights. With an
increase in streaming and scrolling through Instagram, now may seem like the perfect time for content creators
to engage with their audience. Yet, creators across the board are struggling with the kind of content they should
be releasing during this time. Does anyone really care about your must-have skincare products in the midst of a
global pandemic? While it’s important not to be tone-deaf to the current climate, people are still looking for ways
to entertain themselves. It’s possible to acknowledge the greater issue at hand while providing your audience with
an escape. For its April issue, Vogue Italia printed a completely white cover as a symbol of respect, rebirth, and
hope. The issue is filled with editorials created at home including photos shot and styled over FaceTime with Bella
Hadid. Influencers alike have been using their platforms to support the cause wherever they can. Danielle Bernstein
(@weworewhat) is donating a portion of each purchase from the launch of her new denim line to provide meals for
healthcare workers through Feeding People (@feedingpeople.ig). Others are donating revenue from AdSense and
affiliate links while sharing organizations who are doing important work. As we continue to go through the motions
it’s important for all of us to be mindful and conscious of the content we’re putting out and consuming.