FROM RUNWAYS TO RELIEF: HOW THE FASHION WORLD STANDS TOGETHER IN TIMES OF DISASTER
By Srishti Sharma
While Canada is grappling with an unprecedented series of wildfires that have shattered previous records, we are reminded once again of the incredible resilience that emerges when the world faces a crisis. Alberta, Nova Scotia, Ontario, and Quebec have particularly experienced large-scale fires, exacerbating the situation across the country.
Throughout history, the fashion industry has demonstrated its remarkable ability to provide support and relief in times of crisis. Now, more than ever, designers and fashion brands should rally their creativity and resources to aid the affected regions. Here, we explore the historical contributions of designers in times of disaster and call upon them to unite once again, brainstorming ideas and strategies to provide relief for Canada's ongoing wildfires.
Charity fashion shows, galas, and auctions have served as platforms to gather substantial financial assistance. In the wake of the Indian Ocean Tsunami (2004) luxury fashion brand Gucci launched a special edition bracelet with all sales proceeds directed to UNICEF's relief efforts. The initiative not only raised significant funds but also brought attention to the long-term reconstruction and rehabilitation needs of the affected regions. Similarly, during Hurricane Katrina (2005), designer Marc Jacobs collaborated with Vogue magazine to create a limited-edition T-shirt collection. The proceeds from the sales were donated to the American Red Cross, providing vital support to the affected communities.
In the face of the devastating earthquake in Haiti in 2010, fashion designer Donna Karan launched the "Fashion for Haiti: One Million Hearts" initiative. This powerful collaboration with the Urban Zen Foundation involved numerous designers and celebrities creating heart-shaped artworks that were auctioned off to raise funds for Haitian relief organizations.
Fashion's ability to capture attention and evoke emotion has proven instrumental in rallying support and fostering compassion time and again. Following the earthquake and tsunami in Japan in 2011, Victoria Beckham hosted a charity auction featuring her own wardrobe alongside donated items from celebrities. The proceeds from the auction were donated to the American Red Cross, aiding in the relief efforts.
During the California Wildfires in 2017, fashion retailer Revolve organized a charity sale, with all proceeds donated to the California Fire Foundation. The event featured discounted designer clothing and accessories, drawing attention to the ongoing wildfires, and providing financial support to firefighters and affected communities. The 2020 Australian bushfires too saw sustainable fashion brand Outland Denim create a limited-edition collection made using sustainable materials and ethical manufacturing processes.
Even during the COVID-19 pandemic, the fashion industry demonstrated its resilience and compassion. Several brands repurposed their production lines to manufacture and donate personal protective equipment (PPE) for frontline healthcare workers. The likes of Prada, LVMH, and Christian Siriano shifted their focus to producing face masks, gowns, and other critical supplies, helping to address the shortage and protect those on the front lines.
The fashion industry has proven time and again that it is not merely concerned with trends and aesthetics, but also with the well-being and resilience of communities in times of disaster. From fundraising initiatives to the repurposing of production lines, the fashion world has consistently showcased its commitment to being a force for good. As Canada battles devastating wildfires, designers and brands must continue this legacy. Let us stand together, as the fashion industry has done for centuries, and demonstrate that in the face of adversity, solidarity and support can emerge from even the most unexpected places!
If you or your business would like to offer support we recommend contacting the following organizations: Salvation Army’s Wildfire Campaign, Canadian Red Cross or United Way.