The Kindness Of The Fashion Industry Is Revealing Itself Amid The Chaos

An early recurring topic in Brandon Maxwell’s twice-daily Skype calls with his #WFH team was, “how can a New York-based fashion brand help the global community during the coronavirus outbreak?” An action plan was quickly formulated in these “80 per cent business, 20 per cent fun” virtual meetings. Brandon Maxwell, the label, pivoted from designing womenswear to creating hospital gowns and fabric covers to prolong the life of surgical masks used by medical workers.

“[Pyer Moss designer] Kerby Jean-Raymond led the charge,” says Maxwell, name-checking his friend with pride. “He made a commitment early on to turn his office into a medical supplies donation centre, and to help small businesses [the designer set aside $50,000 for minority and female-owned independent companies in distress]”. It was Jean-Raymond’s team who shared the information on how to create mask covers, and Maxwell’s studio who, in turn, passed on its research into durable, technical fabrics that work well for gowns. Worn over scrubs, these non-sterile garments – which are used as physical, not respiratory, PPE [personal protective equipment] – are more likely to be accepted by hospitals. (A fabric mask can’t protect a medical professional against contagious airborne viruses, but can be used by staff not directly treating Covid-19 patients).

“So many people see the fashion community as a negative space, but I’ve always known it to be a deeply human one,” says Maxwell. “If anything positive can come out of this, it is that the industry’s kindness is revealing itself.” Maxwell – who has been furiously riding his static bike in his apartment to combat anxiety – believes that the coronavirus pandemic is unique, because, “it’s not just fashion going through it, the whole world is in it together”. Taking a moment each day to work with his hands in his makeshift home studio – a process that had been put on the back-burner as his business grew and merchandising took precedence – has also helped to dissipate his woes around coronavirus. “The only option is to lean on each other and come out of this stronger,” Maxwell explains of his refusal to panic about a business slowdown. “This is a moment to look around, to see the greatness in each other, and to connect in a way that time, space, stress and pressure have otherwise not allowed us to.”

As well as Skyping and FaceTiming his colleagues – who laughed at their boss’s unfamiliarity with Zoom (he has since downloaded the app) – Maxwell has been logging into Instagram Live at noon and at 9pm to talk to individuals who are thinking twice about forging a career in fashion. “Beauty, optimism and joy are important – especially in times like this,” he says. “I don’t want anyone in school thinking that creating new fashion or art is no longer valid. We have to put work out into the world that inspires others to get through this.”

With a glass of wine in hand for the evening IGTV appointments, he has enjoyed immersing himself in the lives of budding entrepreneurs, craft enthusiasts and their grandmas, and people whose spirits need lifting with a little Maxwell positivity. “It’s never really been about the clothes for me,” he shares. “It’s about using a garment as a tool to make yourself, and others, feel better than you did earlier in the day.” In the same vein, Maxwell is also donating white gowns to brides whose weddings have been affected by the economic repercussions of coronavirus.

This rather saintly, but wholly self-effacing, figure truly believes that the world will be a different place after the social distancing rules are relaxed. “I don’t know what [fashion] collections or shows will look like going forward,” he opines. “But, truthfully, I’m not pushing myself to work this out.” For now, Maxwell is focusing on staying cheerful and taking time to have small moments of creativity, which, like everything else he does, he will share with others.