Dear IFM community,

Wherever you are, we hope you and yours are healthy.

Last week, we have seen a tremendous shift happening in New York. All the media are now watching at the US as the new epicenter of the virus. Spectacular efforts were made to support NY state and The Governor, Andrew Cuomo called for "all hands on deck in the state”, which brought in more medical staff and medical supplies. On Tuesday, we even saw dozens of health care workers from Atlanta boarded a plane to answer the call for help.

Ten days ago, people across New York City started to lean out of their windows and balconies to clap and whistle in support to the healthcare and essential worker everyday at 7pm. We are now following this tradition set in many European countries. It goes on for about two minutes and when it’s over, the streets fall dramatically quiet, as they have never been before in this city.

As for the IFM Alumni community in the US, we are sharing this scary vision of the present but and we also dread what the situation is going to be like in weeks and months. It is no mystery that the economic crisis is going to be unprecedented and we are all deeply concerned about the health, grief, and financial well being of our neighbors. In the meantime, we are grateful for all the ways so many people are providing help and uplifting content.

Luc-Dominique Demettre, VP of Nelly Rodi mentioned “In this difficult moment, this is very hard to be far away from your home country and your family. The most difficult thing is the confinement while you are alone in your apartment, no social interaction, not even a coffee in three weeks with a human being.
Every day, I contact clients to make sure they are ok and I try to see how we can help them in their creative jobs. When you work for a creative agency, you want to make sure all our clients are fine and have the right tools to get inspired to work on the new season. Our clients are working hard from home and they need more than ever inspiration and creative inputs.”

In a time where retail was already facing a revolution and brands looking for new ways to create human connections, we know now that we will need to invent a new model. Some experts tell us that this new model will be about consciousness and supporting local and small businesses.

This morning, the CFDA announced the creation of a Fashion Rescue Fund called A Common Thread. This will be supporting those in the American fashion community who have been impacted by the Covid-19 pandemic. Not just designers, but seamstresses, patternmakers, manufacturers — all members of the fashion supply chain.

Brands are facing major challenges and among them, they have to figure out how to communicate in this troubling time. No doubt that health and safety of everyone – employees, customers, families – should be a priority. For the last 2 weeks, we have seen a raising number of customers holding brands for accountable on social media and asking them what they were doing to guarantee the safety of their employees working in stores, factories or distribution centers. And messages like “we’re concerned and cleaning surfaces” or “we’re taking care of our employees and business will continue to operate as usual” are considered no longer valuable.

Some brands are showing solidarity and social concern giving back to organizations such as Kendra Scott donation to COVID-19 Response Fund. Some others like Goop are providing tips and resources to keep your immune system up and prevent anxiety and Anthropologie chose a new headline which is “challenging times call for thoughtful choices”.
I'm not sure I can give just one example, there have been many donations for Healthcare workers. Airbnb and The American Hotel and lodging Association have mobilized to provide housing for medical staff, Yelp is mobilizing to support independent businesses. All birds and Crocs donated shoes to the medical staff. LinkedIn offers free online courses and Adobe offers free access at home for students. Time out has changed its brand to Time in and offers ideas for indoor entertainment ...

As we navigate this difficult crisis, I hope everyone can find inspiration, comfort and support.

Take care & Stay safe !

Marie Laurence de Chaunac
& the IFM Alumni USA Team