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With the delayed celebration of Met Gala this year, Vera Wang had responded to it with a series of past custom looks in the previous events. They were all presented by in demand Hollywood actresses and top chart pop artists that once again demonstrates the brand’s great star effect. It not only showcases the brand’s high profile appearance in important fashion events, but also appeals to audiences with familiar faces in a relatable way.

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#TBT: Vera Wang captured by Bill Cunningham in studio54 on famous Hollywood actress Liz Taylor’s birthday party in1978. This post on Instagram was an appreciation post for the passed American fashion photographer but at the same time gives more exposure to Vera Wang as a public figure in support of her brand’s media promotions. The fact that she was invited to the birthday party and captured on camera by the famous photographer once again reminds us of her place as an important and known figure in the industry.

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A past editorial of Vera Wang’s RTW Autumn/Winter 2019 in Grazia China was shared on their social media. The editorial is really eye catching and is a good way to engage audiences during the quarantine time. Especially targets for the eastern market as countries like China have already lifted their quarantine and is going back to normal with business  

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A post shared by VERA WANG (@verawanggang)

Followed by the message of #StayHome, the brand had posted a cheerful dance video of Vera and Belle in between work breaks. This was a playful and indirect way of them promoting their affordable line -- Simply Vera, which is being sold in Khols, one of the largest department store chains in the US. The line includes clothing, shoes, accessories and linens.

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#VeraWangGang: The in-house team sewers had been producing non-surgial face masks, as well as filming a behind the scenes video for others to learn from. With that being said, the brand has won over a huge applaud in its publicity and contribution toward covid-19 relief.

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Vera Wang spreads awareness and positivity in reaction to the current pandemic

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TheCovid-19 Impact: Vera Wang weighs in.

Vera Wang considers her employees unsung heroes and immensely talented artists who she will continue to pay during the coronavirus crisis.

When interviewed by the WWD, Vera Wang had made it clear that she is not firing anyone and that they will still get paid, considering that there is no such insurance claim that could really cover expenses in situations like these. She had also closed down business before she was mandated to, not only to reclaim her social responsibility but also to protect staff that are more likely to be in risk of the virus. Yet she claims that a lot of the sewers still want to work from home and would like to maintain their creativity flow. She feels that they all share this devastation of being disconnected and discombobulated from the work that they love.

One point that she made about the current situation in the industry sparked my attention and consideration. When being asked of the likeness of the future in fashion, she responded with, “ Maybe this will make us reevaluate the speed at which fashion was moving. I know I work very hard and my team kills themselves. but it just never stops. It’s relentless.” Maybe this could be a warning for us to follow a more sustainable and flexible footstep.

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Personal feeling in regards to current pandemic

As an individual that is evolved in the fashion industry, I had been overwhelmed with fear and doubt towards my future career pathway. I often find myself questioning the relevance and sustainable practice of the fashion field. In hard times like these, fashion is no longer a priority and its regular schedules (that financially supports its production) had been pushed off or cancelled. Which made me fear of its controversial stance and relevance in a economically depressed world.

This had also pulled me away from its authentic values that attracted me in the first place. I was drawn to fashion because of its artistic possibilities that not only evolves form but texture, illustration and details in so many stimulating ways. Yet this pandemic had only revealed more of its consumer-driven values that reflects a more commercial appeal instead of originality and creativity.

This would also challenge the industry on developing a more sustainable cycle. Some major fashion houses such as YSL had announced its flexible schedule of not following up with the designated fashion weeks. Which would make people question if the amount of garment and products that we are processing now is even seen as necessary and sustainable. But when that time comes, how often will creators be able to or even need to come up with new and exciting ideas? Will the industry slow down its footsteps as a whole? I suppose at the moment all we can do is follow up with the current events and come up with alternative solutions

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Current state of Market and Fashion industry

Covid-19 had spur the biggest economic contraction since the great depression, hitting every sector from finance to hospitality. Yet fashion, due to its discretionary nature, is particularly vulnerable. The average market capitalization of apparel, fashion and luxury players dropped almost 40 percent between the start of January and the 24th of March 2020 — a much steeper decline than that of the overall stock market.

The fashion industry is facing new changes that are hard to adjust towards, such as a limitation in in-house production, cancelled fashion weeks and events (such as Met Gala) which decreases one’s chance in financial gain and media exposure. In which, some brands had been facing a lot of financial difficulties during the time period. J. Crew, a once the go-to brand for Michelle Obama and staple of the American fashion landscape for decades had been recently reported filing up for bankruptcy. 

Yet this whole pandemic also presents fashion with a chance to reset and completely reshape its industry’s value chain — not to mention an opportunity to reassess the values by which we measure our actions.

According to BOF, the five themes that will set the agenda once the dust settles are:

Survival Instincts

Discount Mindset

Digital Escalation

Darwinian Shakeout

Innovation Imperative