The fashion industry does not have the best environmental track record, but in these unprecendented times, there are a few helpers that have emerged. The news cycle can currently feel overwhelming, but we can break it up by remembering the good that some are accomplishing right now- even from their couches.

Making Masks

Fashion designers and brands like Christian Siriano, Brandon Maxwell, Prada, Hanes, Nicole Miller and others are retro fitting their factories to create masks and hospital gowns for health care workers on the front lines. Christian Siriano hustled to make over 1,000 masks in the first few days of the shelter in place ordinance in New York City. His team is currently waiting on CDC guidelines for safely making hospital gowns as well. Even fashion schools are jumping in on the challenge- FIDM has posted tutorials on their social media page and are encouraging design students to create masks if possible. 

Pre-Emptive Store Closures

You’ve probably heard the term “flatten the curve” a few times already since this began. If you are unfamiliar with its meaning, the curve refers to the rate at which the disease spreads, and our hospitals become overwhelmed. If we “flatten the curve”, we reduce the strain on our healthcare system, and we save lives. In order to do this, people need to stay home, stop congregating in large groups and ride this out 6 feet away from one another. Store closures have played a huge role in keeping people from gathering or getting close to one another. Since fashion is considered “nonessential”, most stores have done the right thing and closed for the time being. Nordstrom led the way, being the first department store to close, prior to national or regional ordinances being put in place. 

(I wish working from home looked like the below picture right about now) 

Encouraging Folks to Stay Home Via Social Media

On top of store closures, brands are taking to social media to spread the word to STAY HOME to flatten the curve. Alice and Olivia, Vogue, fashion watchdog Diet Prada, Veronica Beard, and Louis Vuitton are among many others who have explicitly posted imagery and captions on Instagram urging their fans to stay home at this time.

Giving a Percentage of Profits to Causes

Right now it’s not a secret that brands are scrambling to liquidate in this crashing economy. Various e-commerce sites are running discounts, slashing prices or offering free shipping as an enticement to customers stuck scrolling their feeds from their couches at home. A few others are running promos where a percentage of the profit gets donated to food banks or other organizations who need the money now to continue their work. Brands like Top Tote, Cult Gaia, and Cristina Ramella jewelry have all committed to donating a portion of their proceeds to causes they believe in.

Vogue and CFDA Launch “A Common Thread”

In reaction to the Corona pandemic, Vogue and the CFDA have launched “A Common Thread”, which is a relief fund for small businesses and retailers in the industry. Currently, they plan on highlighting these businesses in a video series with the goal of bringing in donations from viewers. Newer business owners will surely have an uphill battle to climb to remain open and keep payroll operating. Vogue has also stated additional plans will be unveiled in upcoming days and weeks under the “A Common Thread” umbrella.

Perfume and Beauty Factories Convert to Make Hand Sanitizer

Beauty based companies like perfumeries at LVMH, L’Oreal, and Coty will be refocusing their efforts on producing hand sanitizer as the world sees an increased demand in these products. L’Oreal CEO Jean-Paul Agon stated, “In this exceptional crisis situation it is our responsibility to contribute in every possible way to the collective effort.” LVMH is focusing its efforts on providing French hospitals with as many sanitation supplies as possible.

Though considered “non-essential” in the current climate, the fashion industry is full of creatives who solve problems under pressure, and bring beauty into the world. If you know of a brand or designer who is doing good for the world right now, drop them in the comments! I’d love to share what they’re up to. Oh, and go wash your hands.