Founders of Rebecca Minkoff, Everlane, Birchbox, and Poshmark reveal how they've adapted during the pandemic and how fashion and beauty will never be the same
Christian Vierig/GettyThe coronavirus pandemic has shifted the way fashion and beauty brands produce, sell, and market their products.
This is especially true for the beauty and fashion industry, which is perhaps one of the most accustomed to change, as it adapts to new trends and consumer behaviors on a monthly, if not daily, basis. The pandemic is yet another shift that will define what we wear, how we shop, and whose style we emulate for years to come.
When I first launched Rebecca Minkoff, I wanted to design collections that made women feel strong and powerful. We'd help you celebrate your milestone moments. These past few weeks have really challenged that initial intention and mission of mine. I've had to, like so many others in retail, pivot my business on a dime. Truth be told, I find it hard sometimes to feel strong and powerful, and those celebratory moments can feel fewer and farther between lately.
We now have even more of a sense of urgency to create a more sustainable supply chain using the innovations already at our disposal: renewable energy, regenerative agriculture and recycled materials. These are seemingly small yet important steps in creating cumulative change for a better way of operating our business.
We are learning what we are capable of when we are deeply motivated to protect each other. There is an obvious opportunity to leverage the experience and apply this level of commitment to education, social justice, the environment — effectively putting our energy and talent toward building the world we want to live in.
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