How the Fashion Industry is Capitalizing on Coronavirus

MILAN, ITALY - FEBRUARY 25, 2020: A shop assistant wears a protective mask amid coronavirus fears. Following the regional decree demanding the closure after 18:00 of bars, discotheques, pubs and also museums, cinemas, as a drastic measure for containing the spreading of COVID-19, only restaurants and commercial places were left open. The ban will last, at least, seven days (until March, the 1st).- PHOTOGRAPH BY Valeria Ferraro / Echoes WIre/ Barcroft Studios / Future Publishing (Photo credit should read Valeria Ferraro / Echoes WIre/Barcroft Media via Getty Images)

As the coronavirus sweeps the nation, the fashion industry has been prompted to be reactive and get creative.

Among the designers capitalizing on coronavirus is Scott Disick’s brand, “Talentless.” The brand released a unisex line of T-shirts and hoodies with the phrase, “Please Wash Your Hands,” written on the back. 

Photo posted by @talentless on Instagram

The tees are selling for $49, while the hoodies are priced at $129. The Centers for Disease Control and Prevention has been urging people to wash their hands in an effort to protect themselves and others from the coronavirus. The young people the brand reaches are not excluded from this notion.

Kris and Kendall Jenner sporting the coronavirus-inspired attire.
Photo posted by @talentless on Instagram

A new streetwear brand called Virus Collective released a line of coronavirus-themed clothing with shirts that say things like, “Corona and Chill.”

Photo posted by @viruscollective on Instagram

In an effort to make the line solely for the benefit of coronavirus relief funds, the founders decided to remain anonymous. They described the line as, “the collaborative self-quarantine side-hustle created by a group of fashion industry professionals”.

25% of sales go directly to the World Health Organization‘s COVID-19 Response Fund.

Tala Almuddin created luxury face masks and hand sanitizer pouches that sell for more than $30. Jordanian designer Samia Alzakleh went the extra mile by creating face masks adorned with Swarovski crystals. 

Photo posted by @totallytala on Instagram

Not everyone is capitalizing on the pandemic, however. Instead, some designers are responding to the shortage of face masks and protective gear by manufacturing their own with the material they have readily available to them.

Los Angeles Apparel began making face masks and hospital gowns. The company’s founder, Dov Charney, hopes his 150,000-square-foot factory can produce 300,000 masks and 50,000 gowns in a week.

Christian Siriano has plans to produce a few thousand face masks a week with the help of 10 seamstresses. Swimwear company Karla Colleto also plans on combating the shortage of protective equipment for doctors and nurses by producing their own.

Photo posted by @CSiriano on Twitter

It’s anticipated that the fashion industry will feel the impacts of the coronavirus, even long after its resolution.

“The ‘desire for fashion’ will noticeably decline, because especially the fast-moving fashion trade depends on consumers to be in a good and relaxed mood,” said Wolfgang Melzig, managing partner of Cologne- and Aachen-based architecture, design and visual merchandising agency, Goldstein Studios.

Times like these have a way of bringing people together and the fashion industry is no exception. The common goal has been established and competition has been trivialized in the most inspiring way.



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