How Fashion Designers Are Coping With the COVID-19 Pandemic

The COVID-19 pandemic has disrupted nearly every corner of daily life in 2020, and the fashion industry is no exception. Already-struggling department stores were among the first casualties—Neiman Marcus Group closed its retail locations in early March and reportedly considered bankruptcy with $4.3 billion in debt. While major fashion houses work to keep their businesses afloat despite backed-up inventories and frozen production, emerging designers and small labels face even greater challenges navigating an increasingly uncertain future.

With cruise shows canceled, department stores shuttered, and campaign shoots postponed, an industry once defined by speed and urgency was suddenly forced to slow down. Designers accustomed to running across cities for meetings and fittings found themselves confined to home offices, trying to keep creativity alive from their living rooms. Independent labels in particular are taking each day as it comes, unsure how long the disruptions will last or how to address unexpected hurdles such as factory closures and halted fabric production.

Speaking to AnOther Magazine, Carly Mark and Ayla Argentina of Puppets and Puppets admitted, “It’s a confusing time, there’s no way to determine how fashion will operate in the near future. Will the next round of shows be allowed? Will they go completely virtual? Is making a collection relevant considering the current terrain? Right now, all we have is our day-by-day. We are continuing our practice, because it’s what we do, and we’re doing so as best as we can while taking care of ourselves and the people around us.”

With the pressure of pre-collections lifted, many fashion brands have shifted focus to digital engagement. Social media has become a lifeline for staying connected to audiences and maintaining sales. New York–based label Vaquera has been asking friends, fans, and customers to submit photos wearing their favorite Vaquera—or Vaquera-inspired—looks for the brand to feature online.

Retailers are also adapting, offering free global shipping and promo codes to encourage online shopping. Designers Mike Eckhaus and Zoe Latta of Eckhaus Latta summed it up: “As absurd as it may sound, shopping is the best form of continued support. We are entering into really trying times, especially for independent labels. Buying clothes directly from brands via their e-comm platforms is the most supportive thing anyone can do right now.”

While production delays are inevitable, young brands remain cautiously optimistic. Some may have to cut collections entirely, while others will scale back production. Yet the resilience and creativity that define the fashion industry offer hope. In a moment where uncertainty reigns, designers are finding new ways to adapt, connect, and keep their craft alive—one day at a time.