Suddenly India and the world came to an abrupt standstill when Covid-19 struck with such force that humanity was left shocked and quite unprepared for what was going to unfold. On March 24, 2020, India announced a total lockdown, which caused havoc amongst the citizens both rich and poor and for small and large businesses.
Social distancing, limited guests at parties and weddings, closure of stores, offices and businesses created misery in the lives of professionals as well as humanity in general.
FASHION INDUSTRY IN TURMOIL
The fashion business that has been one of the biggest earners in the domestic and export markets came to a virtual standstill. It depended on migrant artisans who were now jobless, penniless and were trudging on foot back to their villages, through the summer heat as the industries shut down.
Designers struggled to pay their staff, as business reached zero levels. Moving into online mode, designers tried to unload cancelled orders and unsold garments. There was an avalanche of discounts from designers, brands and retailers but the locked-in-their-homes as well as ‘Work From Home’ corporates didn’t need clothes but hoped to hang on to their jobs. As the months passed by and lockdowns were gradually eased around the states, the fashion industry emerged hesitantly from its forced hibernation. The first digital presentation by the Fashion Design Council of India with the India Couture Week 2020, which featured twelve designers over six days unveiled their opulent bridal and festive wear with which they hoped to resuscitate the fashion business. The virtual shows were eagerly witnessed on multiple platforms by thousands of viewers in the comfort of their homes from September 18 - 23.
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