An early recurring topic in Brandon Maxwell’s twice-daily Skype calls with his #WFH team was, “how can a New York-based fashion brand help the global community during the coronavirus outbreak?” An action plan was quickly formulated in these “80 per cent business, 20 per cent fun” virtual meetings. Brandon Maxwell, the label, pivoted from designing womenswear to creating hospital gowns and fabric covers to prolong the life of surgical masks used by medical workers.
“So many people see the fashion community as a negative space, but I’ve always known it to be a deeply human one,” says Maxwell. “If anything positive can come out of this, it is that the industry’s kindness is revealing itself.” Maxwell – who has been furiously riding his static bike in his apartment to combat anxiety – believes that the coronavirus pandemic is unique, because, “it’s not just fashion going through it, the whole world is in it together”.
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