COVID 19 & the Fashion Industry

Here is how the fashion industry is attempting to flatten the curve of coronavirus pandemic.

Over the past three months COVID19 has pushed everyone on the planet into the isolation of their homes, what to wear is no longer an everyday question, however this one addition is now on its way to becoming a lifesaving fashion accessory. From Gucci to Masaba, every designer has decided to beat the virus with style. Production of clothes and fashion weeks might have been cancelled but the spirits are still high, and this is how the fashion industry is contributing to flatten the curve of the coronavirus pandemic!


International brands like Prada, Louis Vuitton, YSL, Gucci and Balenciaga are producing face masks to replenish the supplies. One of the largest conglomerates LVMH has started the production of sanitisers at their cosmetics and perfume factories. The Kering Group will be importing 3 million face masks from China to help the French health services. India’s fashion fraternity is not far behind in the race against COVID-19; House of Anita Dongre has raised a fund of 1.5 Cr to support those without medical insurances and has also begun the production of cloth masks to further help with the crisis. Joining the bandwagon is Masaba Gupta. She posted on Instagram about her new initiative “Maskaba” where a small team is making non-surgical masks for donation. Noted designer Sabyasachi has donated 1.5 Cr to aid the medical facilities and has provided all his employees with paid leaves.


FDCI Chairman Sunil Sethi announced that the council has come up with COVID-19 Support Fund (CSF by FDCI) with the motive of providing financial assistance to young designers and small businesses.
For one, it is heart-warming to see how the fashion industry has come together and has exhibited solidarity in times of need. To quote designer Sabyasachi Mukherjee, “Everything we do today combats the massive challenges that we are facing as a nation and as a world.”
Well, don’t forget to wear a mask before you step outside, the most important fashion accessory today!

Written By Sanjana Khurana

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