Opinion analysis by Mounia El Khawand, Staff Writer

April 14th, 2020

Yet another day goes by, and my carefully picked-out outfits, all alone in the closet, mourn the days when I dressed to impress. But what good are some designer shoes against a disease, especially compared to my comfy slippers? It looks like Spring-Summer 2020 will be a time to bring back our best flannel and cotton looks, because cocktail dresses and ball gowns don’t exactly fit the bedroom-to-kitchen routine we’ve been forced into.

When the COVID-19 pandemic took the world by storm, it came hand in hand with a consortium of economic turmoil, sanitary crises, a holistic redefinition of community behavior, and a reconnection with oft forgotten civic responsibilities. The virus has had tremendous repercussions throughout the globe, and the full-extent of the impact has yet to reveal itself. 

But while we dwell on the more obvious symptoms (the overwhelming challenges faced by medical bodies, devastating financial strain, demonstrated hoarding behavior, among other things), we sometimes overlook the effect that times of quarantine have on some of our most revered industries.

The need to establish and follow trends, to exhibit wealth, power, and status through clothes has become one of the hallmarks of modern society, and a testament to obsessive consumerism, a veritable scheme of social pressure and ego-stimulation that forces us to keep up with the times, a need that is both diligently cared for and actively galvanized by the fashion industry.

Yet, it is at home, clad in sweatpants, or burning through our PJ’s, that we learn of the cancelation of the mythic Paris Fashion Week. Across the world, catwalks remain void of the flashes of cameras and reporters, and designers will not conclude their regular shows under thunderous applause. What role does fashion have to play in a world where we are all confined to the comforts of our own homes? 

The COVID-19 claims yet another multi-billion-dollar industry for its victim, striking at its hardest in Italy, the very heart of the fashion business. Considered one of the driving vectors of the pandemic, all major events are being canceled across the globe, from runway exhibitions to the Coachella music festival, from sporting events, to the Met Gala, each postponement inflicting a new wound onto the already battered and bruised fashion business.

Major retailers have also closed their doors to the public, and increased fear surrounding the virus drives fashion stocks further into the ground as share prices continue to plummet, in a financial convulsion that sent major stock exchange markets reeling.

It comes as no particular shock, especially considering that China, the cradle of the virus, was one of the greatest contributors and drivers of the industry, both in terms of manufacture, labor, and clientele. 

And yet, despite the adversity, we are witnessing an unprecedented rallying from fashion titans and novices alike. 

Several tycoons, the likes of Ralph Lauren, have begun manufacturing masks and other medical equipment, in order to curb the great shortages that hospitals are facing worldwide, and budding designers have also started producing handcrafted masks at home, doing their part admirably on a much smaller scale. Other brands such as Gucci, Versace, and Armani have also pledged substantial financial assets and donations to the cause. Other gestures, however, were not as warmly welcomed by the public. Indeed, Louis Vuitton’s reconversion to the hand sanitizer-making business was labeled a publicity stunt when it was shown that the flasks bore the tell-tale LV logo. 

Times of crises, despite being the herald of numerous hardships, are nonetheless the bearers of opportunity. With all great events going online, fashion designers could very well envision a virtual revelation of their newest collections, and make use of influencers, the quintessential trend-setters of the 21st century, whose dominant sector of activity is centered around social media and remote marketing, to advertise their creations. 

Does the relief effort provided by fashion giants harbor a hidden agenda of wanting to increase public image? Many skeptics might ask themselves that. But in a time where a gesture, no matter how small, can be the turning point between life and death, when patients are desperate for a help that the public sector has been struggling to provide, those questions become irrelevant. Instead of reading between the lines of corporate moves, or of admonishing companies for their attempts to participate in the global response to a common enemy, perhaps it would be wiser to spend that time and energy to ask ourselves what can we do to curb the effects of the pandemic, and hasten our return to more normal times.

Will Fall/Winter 2020 shift away from sweatpants, masks, and hazmat suits? Only time will tell. The battle against COVID-19 rages on, and the fashion industry, despite catastrophic losses, is still part of the fight.