The time has come for fashion to mobilize.
In the days following Russia's strike in Ukraine, industry players began to voice their unease, from social media to the catwalks.
On March 2, the Instagram account of the Balenciaga brand, helmed by Georgian-born designer Demna Gvasalia, deleted all content from its Instagram account.
And announces, in a post in the colors of the flag of Ukraine, its intention to dedicate its platforms to the relay of information on the war, in the coming days, accompanying its declaration of a donation to the World Food Program.
The first step in a long line.
Because in the ranks of fashion, testimonials of support now give way to action.
For large groups
In the process, the luxury groups are committed.
Kering, parent company of Balenciaga, announces on its Instagram account a “significant donation” to UNHCR, the agency for refugees.
The other luxury juggernaut, LVMH, commits a few hours later on its account with "a first emergency donation of 5 million euros" to the Red Cross.
The Italian OTB group (Prada, Diesel, Margiela) also announces its support for the UNHCR, not quantified this time.
The Burberry group, meanwhile, provides financial assistance by responding to the call for donations from the English Red Cross.
Valentino, Gucci, Alexander McQueen... At the same time, the official communications of the houses follow one another.
General mobilization
From the spheres of luxury to cheap brands, mobilization is growing.
Donations, such as that of ASOS to the British charity Disasters Emergency Committee, organizations or contributions to collections of basic necessities such as that of Jacquemus, and even the creation of solidarity pieces (the Be brand is launching hoodies and is committed to donate 100% of profits to the NGO Élise Care)... Initiatives are multiplying in all forms.
In an open letter, published on his journal
1 Granary
, Ukrainian editor-in-chief Olya Kuryshchuk urges the fashion industry to condemn Russia's action: “Fashion is a $3 billion industry (…) We ask the fashion community, and its influential houses in particular, not to remain silent, to use their platforms and to help.”
A letter which currently has 2,200 signatories, including consultant Sarah Andelman (ex-Colette), English designer Christopher Kane and fashion photographer Nick Knight.
More and more demonstrations of support are expected in the coming days.