Malaysian fashion industry chips in to help
WHEN the pandemic began about two years ago, fashion woke up to a changed world. From thereon, the industry has become more tuned in to matters of helping communities in need.
Beyond just selling wares, there is a responsibility to help others.
The recent floods that devastated Malaysia saw the fashion industry rallying to assist victims.
Designers, brands and labels put out calls on social media for their followers to donate. There were even some who organised collections of cash and other items, which were then directed to those in need.
The Duck Group collaborated with Myfundaction to raise money for individuals left vulnerable by what happened. In a little more than a week, more than RM230,000 poured in.
Designer khoon Hooi held an online sale of items. He also matched up the amount of the proceeds of which 100% of it would be going to Mercy Malaysia.
Let us not forget that the fashion industry also helped out during the covid-19 first wave in 2019. When boutiques were forced to shut their doors, the designers turned to sewing PPE (personal protection equipment) for frontliners.
connecting via social media, the movement recruited scores of participants. The worst of times brought out the best in the industry.
Fashion brands also helped out those affected by extended lockdowns. Modestwear label Mimpikita launched a food bank initiative on its website last year to help people whose livelihoods was destroyed. This year they ran a flash flood donation drive.
Jewellery brand Wanderlust + co launched a project in 2021 to benefit children in need. Bags containing a mix of essential items and toys were sent out to shelter homes and orphanages, as well as those with long-term illnesses in hospitals.
While issues like sustainability and circularity grabbed attention in the past two years, the current year will probably see even more positive action taken by companies.
Social media is not only the focal point where trends are birthed, it’s also a platform that enables fashion to connect with consumers and better galvanise charitable efforts.