The global crisis caused by the Covid-19 has also affected the fashion industry. Many fashion brands have cancelled their parades and their incomes have also been reduced, even before the confinement. Through social media, especially through Instagram, most of the popular brands have sent supportive messages, as many celebrities also did. Moreover, some of them have started contests to improve the creativity of their followers and make the confinement lighter, that is the case of brands like Lacoste.
If we start with Gucci, we find that when this situation started they published some photos with messages of unity. Moreover, the bran donated two million dollars for fighting the Covid-19. Also, Gucci made divulged official information from the OMS to prevent the spread of the virus. Obviously, these messages have surprised the brand’s followers because they are totally out of Gucci Instagram feed. Also, seeing an international and popular brand publishing these messages is very poignant for their followers.
For its part, Versace also sent a message of support to its followers. Moreover, the brand has started to publish young talents in its Instagram under the motto “At home with Versace”. “Versace will showcase a series of projects created by up-and-coming sculptors, designers and animators, inspired by our sneaker collection”, with this initiative Versace wants to improve the creativity of its followers. The brand has also donated 500 thousand dollars to support relief efforts in Italy, where Versace was born.
Moncler is one of the brands with the best messages: “Although we are far apart, we’ve never been closer. Share warmth to the world”. Moncler has also started to share some old pictures taken by photographs who collaborated with the brand like Annie Leibovitz or Bruce Weber. With these pictures the brand is trying to make its followers think about how they enjoyed the past and how they could also enjoy the future after the confinement. Moncler is also publishing support messages to the doctors and nurses because of the important role they are playing is this situation.
The Canadian brand Dsquared2 has published some pictures of the brothers and founders of the brand, Dean and Dan Catenacci. The brothers want their followers to collaborate staying at home, that is why they have started to share in the brand’s stories every publication with the hashtag #D2IsForYou. With this initiative the brothers are trying to get close with their followers in this situation and make it easy.
The brand MSGM, founded in Milan, in 2009, by Massimo Giorgetti, has used an initiative similar to Dsquared2’s. Under the motto “OPEN CALL. The Bliss of Everyday” the brand asks its followers to post pictures of “an unexpected moment of beauty” that they find at their homes. The brand tries to make their followers feel comfortable at home, that is why it ask them to appreciate the little things that used to go unseen. Moreover, the brand is trying to make its feed “a platform for mutual contaminations”, that is why it has started to publish some artists’ jobs that make reference to the confinement at home.
For its part, Calvin Klein has posted a message proud with the society because of being united in these difficult moments. Moreover, the brand is posting photos of persons at home wearing Calvin Klein underwear, to make its followers stay at home and also to publicise the brand in an artistic way. Calvin Klein has also posted in its Instagram stories a message saying that its customers and community are the most important things for the brand in this difficult situation.
The French brand founded in 1923 by René Lacoste, Lacoste, has not pronounced about the situation caused by the Covid-19 like the other brands. Instead of this, Lacoste has started a contest with its Instagram followers under the hashtag #CROCODRAW. They have to redesign the classic Lacoste logo (the crocodile) and make it original. In its stories you can find how to participate and the brand also sends there some positive messages about staying at home and about the power of the united community.
Another famous brand which has also sent positive messages to its followers is Kappa. “Stronger together, even when apart”, that is what the brand published in its Instagram profile. The team of Kappa tries to make their followers stay united in these difficult moments. Moreover, the brand has posted some pictures of people practising sport at home wearing Kappa. With these pictures Kappa wants to transmit to its followers the possibilities of doing sports at home, apart from promoting itself.
In conclusion, all of the most famous fashion brands have sent very similar messages in the situation caused by the Covid-19. They all want a united society and they try to support the workers and the infected persons. This show that the fashion industry is as vulnerable and human as others.