Coronavirus: the initiatives launched by fashion brands

In such a delicate moment in which the whole world has stopped to counter the emergency linked to the spread of Coronavirus, are so many the brands and stylists who mobilized to support research and the health system, for the mask production. But not only. In fact, a series of digital initiatives with the aim of sharing feelings like at home strength and positivity. We tell you here.


In a moment of uncertainty, fear and isolation, Bottega Veneta launches a new concept on the main multimedia platforms to share strength, positivity and creativity on a global level. Bottega Residency dedicates a weekly space to its collaborators, muses and talents where they can celebrate the creative minds and works that have influenced their lives – from writers and musicians, to directors and artists. During the weekends, Bottega Residency will also offer live musical performances, cooking lessons and recipes with famous chefs, while on Sunday evening it will be dedicated to films thanks to a partner from the cinema sector. A journey that, through a series of collaborations, will reflect a common weekend to give a sense of familiar normality, inspiration and comfort in this moment of solitude. Available on Instagram, Youtube, Weibo, Line, Kakao, Spotify, Apple Music and a special mini site on, Bottega Residency will become part of the brand’s all-inclusive strategy.


Closed and she she joined forces to create an online mindfulness retreat dedicated to all the people who are currently at home – with yoga, meditation and cooking sessions. The goal is to spread an optimistic attitude in these complicated times, but also to inspire new routines to help people get the best out of the current situation. The digital mindfulness program will present the recipes of Julia Heifer, chef of the Berlin-based LOK6 restaurant and yoga and meditation sessions with co-creator Steph Cusack (@yogawithsteph). The Closed × she she retreat will take place on March 25, 2020 on the Closed @closedofficial Instagram channel, starting at 12:00. In addition, all participants will have the chance to win one of 25 Closed × she she shirts, made exclusively for the occasion. To continue this positive movement, Closed will continue to publish stimulating content, creative sessions and more. The #WeAreClosedTogether initiative will begin on March 28, 2020 with a painting course by the Berlin artist Johanna Dumet and a training session with Patrick Maschke of the bionic.FIT gym in Hamburg. The contents will be permanently available on Closed’s Instagram account.


To involve his Instagram community, Jacquemus launched the #jacquemusathome initiative on his @jacquemus profile. In fact, the French designer asked everyone to create a face with the elements they have at home: clothes, food, tools, electronic devices and more. A new artistic challenge that has already gone viral.


After the success of the first edition, which gathered 2,500 young aspiring music artists, the AW LAB IS ME Music Edition contest returns, promoted in Italy and Spain by AW LAB. Up for grabs a single product by Low Kidd and distributed by Sony Music. Saturday 28 March from 16.00 to 18.00 those who want to participate in the contest can connect on AW LAB’s Instagram, Facebook and Youtube channels, offering their performance to the special guests of the event, Dani Faiv, Low Kidd, Clementino, Nayt and Ensi, quest last as presenter. An absolutely unprecedented streaming contest of its kind and which will allow participants to submit their piece to an exceptional jury in live social media and, in case of victory, to go directly to the summer final, when Madame and Ana Mena, ambassador of the event in Spain.

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