As healthcare workers battle COVID-19, the fashion and retail industry has become an unlikely support system
National, 13th May 2020: For Grazia India, it’s more important than ever to share stories that can educate and inspire, and in turn, set new and bright narratives for the future. The May digital issue of the brand follows in the same vein by spotlighting the fashion industry’s contribution to battling the novel coronavirus outbreak. The current situation has been an emotional rollercoaster for everyone involved, for several reasons. For one, it’s been witnessing the fashion community rallying to support each other, beyond just making sure their next season’s collections will be ready on time. The cover for the May digital issue includes Ritu Kumar, Anita Dongre, Sabyasachi Mukherjee, Rahul Mishra, Anamika Khanna, Manish Malhotra, Gaurav Gupta and Palak Shah of Ekaya. It is good to know that some of our favourite fashion brands out there are helping in whatever way they can.
Mehernaaz Dhondy, Editor of Grazia India, commented, “I think it’s a sense of community that people don’t see enough of in fashion, and it’s truly solidified my respect for the industry. Also, the coronavirus presents fashion with a chance to reset and reshape the industry’s value chain, in addition to reassessing the values by which we measure our actions.”
In the spirit of coming together while we are separated, Grazia India has been at the forefront of creating a strong statement since the beginning of lockdown which has now seamlessly transitioned into the digital issue. While the May cover celebrates the solidarity in fashion industry, April digital cover explored the theme of Six Degrees of Separation – the existential premise that everyone in the world is connected to everyone else in the world by a chain of no more than six acquaintances. The brand embraces the new normal by stitching these important narratives and creating content that inspires hope, sense of community and strength.
Ensuring the FREE e-issue reaches a wider audience, Grazia has partnered with multiple brands across banks, online portals, retail chains and loyalty programs. The e-issue will be available for download on bit.ly/graziamayissue