Fashion designers mobilize on social media to entertain their community during confinement

Creative and united initiatives to pass the time, this is what fashion players offer in the face of the confinement imposed to fight the coronavirus epidemic.

The fashion stores are closed and the next Paris Fashion Weeks canceled, but that does not prevent the brands from existing. To adapt to this health crisis, it is essential for many creators to think differently in order to emerge from this period more united than ever. And to maintain the link with their consumer, many opt for entertainment via social networks and in particular Instagram.

"Because we are certain that creativity is necessary and beneficial. The time has come to come together and share differently" explains Laura Gauthier Petit, the founder of Fête Impériale. Created in 2015, the brand is inspired by 19th century free Paris and the decadence of the crazy 80's nights. "As a digital and responsible brand, we will involve our community in our effort to reflect and work on ourselves to emerge even stronger and more serene" adds the designer. As at Fête Impériale each exclusive print is thought, produced and drawn by an artist, the label launched a drawing competition (until April 5). The subject: ito imagine the world according to, between architecture and botany. The jury will select three drawings. Each member of the Instagram community is invited to post their drawing on their thread and in a story with the tags @feteimperiale #dessinehooly-news.comdapres #concoursdedessin #drawingcontest #FIgang #feteimperiale. Then, send the drawing in digital version to contact@feteimperiale.fr by recalling your Instagram in the subject of the email. To win: an Imperial Party T_shirt on which the design will be printed.

Revealed during the Festival of Hyeres in 2014, where she won the Audience Award, the creator Coralie Marabelle launched its brand in 2016. Produced in France and mainly in Paris, its collections advocate slow fashion. To keep busy during confinement, she provides coloring in download on this link. Once finished, just post them, either in story either post fixed, on Instagram in tagging @ coralie.marabelle. The three most creative coloring pages will win a workshop to learn how to make darlings upcycled from second-hand clothes.

The Coralie Marabelle brand offers coloring pages on its Instagram account
The Coralie Marabelle brand offers coloring pages on its Instagram account (Coralie Marabelle)

The French brand Le Coq Sportif has been offering its subscribers an activity program since March 23. On Instagram, she invites sports coaches for a live sports session under the hashtag #BougezChezSoi and also lets brand ambassadors take possession of the account to share their advice. Le Coq Sportif also invites its subscribers to take part in contests such as imagining the brand's next sweatshirt in an attempt to win an outfit.

The program offered by the brand Le Coq Sportif on Instagram until April 5, 2020
The program offered by the brand Le Coq Sportif on Instagram until April 5, 2020 (Le Coq Sportf)

From the launch of the brand Louis Gabriel Nouchi opted for a short circuit: everything is produced in France or Europe. The fabrics come from Italy and only the assembly is done in the factory. It was in Paris that he designed and produced his patterns for each of his collections, always inspired by a book. During this period of confinement, the French designer re-created his sewing workshop (patronage, cut, assembly) in his living room in Paris where he is preparing his spring-summer 2021 collection. As his collections are inspired by literature, he s 'is transformed into a literary influencer and gives in the stories of his Instagram reading tips with a selection of audio books to "swiper" (give access, note).

French designer Louis Gabriel Nouchi gives reading tips on his Instagram account
French designer Louis Gabriel Nouchi gives reading tips on his Instagram account (Louis Gabriel Nouchi)

The Spanish ready-to-wear brand Desigual has launched a campaign to support the #restezchezvous movement."We are separating our iconic duo Humans which will no longer be held by the hand for the first time since the artist Peret gave birth to them, almost 36 years ago" said the brand. "While waiting to see them and see us reunite again, we approach this moment with absolute confidence that, even if life is not as chula (cool, note) as it should be, we’ll make it come back by staying united despite the distance. "

The Desigual brand has launched a campaign to support the #restezchezvous movement.
The Desigual brand has launched a campaign to support the #restezchezvous movement. (Desigual)