Vogue Fashion Relief launches this weekend to help Australian fashion brands weather the COVID-19 storm

The economic ramifications of COVID-19 could devastate the Australian fashion industry

Designer Rebecca Vallance praises a ‘great platform’. Picture: Adam Yip

As the COVID-19 crisis deepens for the economy, the Australian fashion industry is one of many teetering on the brink of disaster.

At the outset, it was thought those manufacturing in China would be the hardest hit, with factories there shutting down and deadlines unable to be met.

With retail now all but flat­lining, many designers have chosen to close stores, despite the government allowing them to remain open, and those who wholesale their garments have had retailers cancel or reduce orders as the entire industry takes a hit.

As such, many brands have an excess of new stock, which could provide much-needed cashflow to get them through the coming months.

To that end, Vogue Australia and GQ Australia, part of the News Corp stable that owns The Australian, have joined forces to launch Vogue Fashion Relief.

Running for 48 hours from Friday midnight, Australian designers and brands have special offers on their current season stock for consumers to help them through this period.

Edwina McCann, editor-in-chief of Vogue Australia, understands there are many other considerations ahead of fashion in the current climate but hopes that for those in a position to keep buying, this is a great opportunity.

“People’s health and safety are the top priority, and a lot of people have lost their jobs and are financially insecure at the moment,” McCann told The Australian.

“But if you are in a position, perhaps rather than buy that inter­national brand you can see at 70 per cent off, why not look at your Australian designer community this weekend instead?”

Sydney designer Rebecca Vallance, one of those taking part, said VFR was a “great platform to reach consumers at such a crucial time”. Vallance has already closed her two stores in Sydney and Melbourne.

“Every little bit of support is so appreciated at a time like this and everyone has the power to impact an individual or business positively,” she said.

Sydney-based label Aje has closed its 22 stores across Australia and has had wholesale orders “drastically reduced”.

Co-founder Adrian Norris said Aje had been planning for the rougher retail climate for the past six weeks. “This is bigger than anything that has ever happened to the industry,” he said.

“It could destroy 90 per cent of it. We’ve got to do something that keeps driving sales to small business and small designers. All those great emerging ones and smaller ones, (otherwise) they’ll be the ones who are wiped out.”

More information can be found via the Vogue Australia and GQ Australia websites, which will direct customers directly to those of individual brands.