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July 18, 2024

What are high fashion houses doing during quarantine?

Krisha Mansukhani

High fashion houses have been present for generations, and one of the main reasons we see the same names thrive is because of the name and community they create for themselves, where its more than clothes and accessories. Here are how some high fashion houses are getting involved with their community beyond selling their pieces.
1. McQueen Creators
Image from Alexander McQueen
Alexander McQueen has launched an initiative to keep their audience invested, involved and most importantly inspired. Through McQueen Creators, the fashion house has given people all over the world to a chance to participate in weekly design challenges, starting with reinterpreting an image from the brand’s Roses Exhibition, where the winner is mentioned on McQueen’s social media.
2. Bottega Residency
Daniel Lee Image from Bottega Veneta
Bottega Veneta has taken its online presence one step further during quarantine, by launching the ‘Bottega Residency’ on all their social media platforms. This gives the world a chance to escape from reality and celebrate the community and everyone who is a part of it. The posts include people who have excelled in their fields, from music, food, art, cinema and much more. The first post was by the creative director Daniel Lee himself, who explained his goal for this venture as something that brings people together and gives them strength in knowing they’re not alone.
3. Balmain Ensemble
Image from Balmain Paris
Announced by creative director Olivier Rousteing, the BalmainEnsemble campaign is meant to foster togetherness. This initiative aims at publishing weekly stories of inspiration behind creations of the Balmain team and close friends, including Balmain dressing Beyonce and her dancers for Coachella.
4. Chloé Voices
Image from Chloé
The French fashion house, much like others in its industry has decided to reach the world through its social media, to remind everyone to stay strong. Chloé Voices sees a series of discussions that aim to motivate and inspire, brought to you by the best creative minds of today.
5. REDValentino
Image from RED Valentino
It’s important to stay close to our loved ones, even if that means not being physically close, which is why Valentino has launched RED. Under commission by Valentino, the three tattoo artists, Charlotte Farmer, Ollie St Clair Terry and Matteo Giuntini have designed unique letter stamps available as gifs on Instagram, along with letter templates to encourage staying in touch in these trying times.

 

Living through a global pandemic can be daunting and sometimes the best escape is diving into something artistic and creative that connects people through a different medium, and these fashion houses are fostering a spirit of community and strength through these initiatives.

Read the article ‘New centres that are giving contemporary art and craft a much-needed platform’ 

Read the article ‘These young Indian thinkers are creating a new design language’

RIDDHI DOSHI

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