Fashion industry catches new Covid wave

Since early May, model Vo Hoang Yen has had a lot of plans derailed by the new Covid-19 outbreak in Vietnam. Earning less, Yen is not worried as she has found a solution to stay afloat amid the pandemic.

"I have developed online courses on modeling skills, and work as a key opinion leader (KOL) for brands. Since the pandemic resurfaced, I have finished seven videos released on social media, with many others to be released when the social distancing campaign ends."

Model Minh Tu is another familiar face of many brands. Not allowed to film outdoors amid the raging outbreak, she has bought a lot of devices, from cameras to backdrops and lighting, and set up a studio at home to record videos.

Model Minh Tu records and edits videos on her own. Photo courtesy of Minh Tu.

"Brands have changed their advertising campaigns, so I must adapt to the new circumstances. All work is now online, I feel blessed as I still have a job and income," Tu said.

Most members of the fashion industry said they have been calm and tried to overcome the new Covid outbreak in Vietnam, which resurfaced in late April with more than 5,000 new cases.

Fashion designer Chung Thanh Phong said he has worked and managed his team remotely to meet many deadlines. At the return of the pandemic, Phong released his new collection via live-streamed video on May 15. In the video, models strut the runway without an audience, while people can talk to Phong's team directly to place orders.

"Online performances are a new experience for fashion houses and customers. This type of show cannot go viral due to the lack of famous guests on the red carpet, vibe, and emotions. But it is necessary, the market needs pioneers to change customer habits," Phong commented.

Designer Do Manh Cuong has also moved his business online. Selling his T-shirts at VND196,000 ($8.55) a pop, one-third of the regular price, Cuong sold around 25,000 shirts in three days.

"Revenue I earn from each shirt is not much, but the number of orders will make up for it. I think online stores with discounts and high quality will boost the brand," Cuong said.

Vietnam International Fashion Week in May was canceled and awaiting rescheduling.

Trang Le, chairwoman of the event, said: "I have always had online meetings with members of the Council of ASEAN Fashion Designers. Many designers across the region have faced difficulties, but we cannot stand still and wait for the pandemic to end."

The council is preparing to release an application that connects designers and their customers, and promotes online fashion shows.