Indian Fashion Fights Back- Latest In COVID 19 You Must Not Miss!
“Necessity is the mother of invention”, and the time has aptly proved it to be true, the outbreak of COVID-19 has sent shock waves through the fashion industry. It has been the reason behind the death of 1,56,338 people across the globe along with 22,80,365 positive cases. The outbreak has led to worldwide lockdown forcing famous fashion designers to rapidly dispense with age-old fashion world practices and produce new ones just to stay afloat. In doing so, it has exposed long-overdue upgrades required in the fashion culture that is ripe for disruption.
Before the outbreak of COVID-19, the fashion industry was already a ‘winner-takes-all’, now with the beginning of the pandemic, it is quite clear that the crisis will intensify the fashion world’s polarizing nature. The shutdown of brand stores will irrevocably alter the fashion culture landscape by accelerating the decline of struggling brands and buoying stronger empires. As soon as the lockdown is over the brands will start identifying where to focus their attention and make longer-term innovation investments. The successful brands will embrace new technologies and consumer behavior for the long haul, they’ll hire more across geographical borders, sourcing top talent internationally and setting up sell outside of headquarters to attract talent. New habits are already being put to test across the fashion industry, with an increase in video conferencing and flexible working hours, along with investing in technology which enables effective consumer interactions.
But for now, the fashion industry understands the sensitivity of time, and the famous fashion designers have identified, prioritized and scaled up by taking the initiative that benefits the world most during this crisis. Although sales have come to a halt still, the fashion industry is organizing for government relief. The famous fashion designers along with their team are working with the government for relief fund and protection of the world by making masks read on further to know about it in brief.
House Of Anita Dongre Manufactures Reusable Masks
The Indian fashion industry is constantly looking for ways to combat COVID-19, the ace Indian fashion designer Anita Dongre announced the production of cloth masks for distribution to fight against COVID 19.
Founded in 1995, House of Anita Dongre includes 4 brands- AND, Global Desi, Grassroot, and jewelry line Pink City. Anita is a globally celebrated designer, in 2017 she opened her first international store in Manhattan. The “50 Most Powerful Women in Business” listed by fortune India, Anita studied fashion design at SNDT Women’s University, Mumbai. Initiated in 2015, the Anita Dongre Foundation aims to bring back jobs in rural areas making women independent. The foundation also looks forward to training women in the art of tailoring and making them an essential part of the Indian fashion industry.
Earlier in the month of March, the fashion designer posted on her Instagram announcing a medical fund of INR 1.5 crore to be there for people who do not have medical insurance or coverage to prepare for medical emergencies arising from the outbreak of coronavirus.
Taking the initiative forward, the famous fashion designer now announced the production of cloth masks to fight against COVID 19. With coronavirus cases increasing every day masks have become a necessity to further avoid the spread of the deadly virus. India’s demand for masks is increasing with each passing day while the supply is still limited. Hence helping the country in the crisis becomes the need of the hour, Anita expressed how every one of us must do everything within our strength to break the chain of this virus spreading and support each other as much as we can. The famous fashion designer feels that the making of reusable masks is one such step in that direction. House of Anita Dongre stated that there is no end goal right now, the designer looks forward to helping as long as people need the masks, and the Indian government permits them to do so. The masks making begun in two of the rural village centers which are initiated in collaboration with the state government, the designer is taking care of the safety of women workers under strict protocols. The centers have a hygienic environment with proper space for social distancing.
To further know about the mask production initiative, in brief, click on the link- https://bit.ly/34N0Bfl
Ace Designer Ritu Kumar Produces & Distributes Face Masks
As the country is under lockdown, and battling against the deadly coronavirus, the womenswear Indian fashion designer, Ritu Kumar stepped up and took the initiative of manufacturing non-surgical face masks.
The country’s most respected designer Ritu Kumar gathered a group of 12 or more tailors to manufacture three-ply face masks. The designer is known for her work in the world of sustainable fashion and recently showcase the AW’20 collection at the finale of Sustainable Day at Lakmé Fashion Week 2020. Now looking at the severity of the situation, the country is under lockdown till 3rd May, as announced by the Prime Minister, Narendra Modi.
The designer in order to contribute decided to manufacture sustainable face masks which are produced out of cotton and can be easily washed with reusable characteristics. The designer expressed how she, along with her team is distributing these sustainable face masks to the slum residents in Haryana. She stated that she looks forward to continuing to scale-up the production of masks. The designer aims to request authorities to allow them to engage more tailors. She emphasized on the fact that the increase in the number of tailors will rapidly speed up the process, which will help them produce a lot of masks. The famous fashion designer understands the need of the hour, and she hopes that others too could be granted permission so that everyone could contribute their part in fighting against the deadly virus.
Although her stores remain closed under the nationwide lockdown, the designer has still decided to distribute face masks to frontline workers and slums of Haryana.
To further know the specifications of the initiative, click on the link- https://bit.ly/2VDTZfo
Fashion Designers Support The CSF Initiated By FDCI
The latest in the fashion news is, the Fashion Design Council Of India (FDCI) announced about initiating a COVID-19 support fund in order to be there for the small businesses and other fashion auxiliaries.
The Fashion Design Council of India (FDCI) is a not for profit organization which aims and works to expand the business of fashion in India along with ensuring sustainable growth. It has 400 members, FDCI supports and nurtures each one of them which represents the best in Indian fashion. The 400 members include accessory and fashion designers, educational institutions and corporates. Established in 1998, it is committed to furthering the cause of Indian fashion, it looks forward to encouraging Indian designers to grow their brands in a sustainable fashion, both at a national as well as at an international level. It also mobilizes resources through government schemes, corporate sponsorships, direct investments, etc.
The FDCI now looking at the pandemic is initiating a COVID support fund, Lotus Makeup India was the initial contributor, but now many famous fashion designers have also stepped up. The designers are organizing virtual shows, manufacturing masks or also indulging in auctions. The Lakme Fashion Week has also extended its support to the FDCI during such times which proved to be beneficial for the Indian fashion industry. The initial contribution was made by Ana Singh, Shalini Passi, and Rubina A Khan. The members of the Fashion Design Council Of India namely, Anjana Bhargav, Kumar Bagrodia, Nitin Bal Chauhan, Paras Bairoliya, Payal Jain, Rahul Mishra, Rahul Vohra, Rajesh Pratap Singh, Reynu Taandon, Safir Anand, Sunil Sethi, and Varun Bahl also contributed to the fund. The textile minister of India, Smt. Smriti Irani took to social media and appreciated the effort of raising a CSF for the fashion fraternity by Fashion Design Council Of India.
To further know in detail about the contribution, and what exactly the Indian Textile Minister Smriti Irani has to say on FDCI’s initiated CSF, click on the link- https://bit.ly/2VhxHkq
IKF Desk (Conclusion)
The rapid spread of deadly coronavirus has led to an unprecedented challenge to people across the globe. The outbreak has led some of us to believe that coronavirus will prompt the fashion world to reassess their values and shift towards sustainable fashion. It’s good to see how across the world the fashion industry is taking an initiative to make a change, taking this time to re-evaluate their actual roles and not just being limited to the fashion business.
During these tough times, the fashion world instead of stressing about the business and limiting themselves to the fashion industry are stepping out and taking proper initiatives to help the world battle against this deadly virus. The outbreak is going to change the dynamics of the fashion world and fashion culture, it will mostly effectuate consumer behavior, and the business will majorly boom online. Even as major economies drop leaving the designers with canceled orders and no sales, the famous fashion designers have stepped up with various initiatives like auctions, fundings, and making masks. The pandemic is a major hit that will challenge the fashion industry, but these designers are gaining plenty of respect by the world when the lockdown will be lifted, these designers are going to witness a good change in their consumers. Health and wellness are front of mind for everyone right now, the fashion industry is more focused than ever on investing in their most precious asset which is consumer’s safety and wellness. This is obviously a piece of good news for the world as the industry has united to fight against the pandemic and it leaves us with the hope that we shall overcome. There is hope for a good future of the fashion industry, visit our website to further knowledge in detail about all the latest fashion and beauty related news, blogs and paparazzi.
