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Just as
Milan Fashion Week
began, the news broke: the
war between Russia and Ukraine had begun
.
Pain, discomfort, fear.
Disbelief.
Those who attended the parades during those days could not believe what was happening, at the same time that they had to continue with their work informing about the collections and proposals that the designers were making, who, surely, shared the same feelings that the press, buyers and other industry workers who gathered in Italy.
Even if they couldn't show it at the time.
Three days later,
the Giorgio Armani parade passed in absolute silence
as a sign of respect for what was happening in Ukraine.
The Italian is characterized, especially in recent times, by
echoing the social climate in an almost immediate way,
a reminder that fashion is a mirror of society, but also a cultural and economic agent that, despite being surrounded by tinsel,
you can not turn your back on the present.
The firm led by the legendary designer was one of the first to position itself, but it was soon followed by many others, with a unanimous and forceful response:
condemnation of Russia and support for Ukraine.
According to Corriere Della Sera,
Donatella Versace
has opened a
"fundraiser"
in order to help support and welcome "those who have lost everything", as she has shared on her Instagram account.
In addition,
she encourages her followers, more than 7 million people,
to carry out any type of action they can carry out to help the victims.
View this post on Instagram
Another of the latest and most visible signs of support for Ukraine has been that of
the always viral Balenciaga
.
Where before there were images of her new campaign with Kim Kardashian, Isabelle Huppert and Justin Bieber, now there is
an empty feed presided over by the blue and yellow flag.
Where was the address of her website, now there is a url that leads to the virtual headquarters of
World Food Programme
, the "largest humanitarian organization in the world", which is now focusing on the social emergency resulting from the armed conflict.
Clearer, impossible.
View this post on Instagram
Equally illuminating is the message that appears on the Russian pages of
Net-A-Porter and Yoox,
both belonging to the same business group.
Due to the current situation, we are unable to complete new purchases in your country.
All orders have been suspended until further notice.
A new kind of boycott, cancellation, if you want to use the popular social media terms.
It may not seem like much, but
the economic detriment of the companies that decide not to operate in Russia
and the difficulty for residents in the country to be able to maintain their daily lives are more relevant (and more weighty) issues than you can imagine.
Similar action has been taken by
Nanushka
, a
Budapest
-based brand that has stopped selling in Russia immediately.
"We respect the Russians and our partners.
We know that it is not their decision, but it is impossible to do business with Russia based on our moral values
", explained
Pèter Baldaszti
,
CEO
of the company.
"This is a financially significant decision for Nanushka,
and we look forward to a quick resolution to rebuild that relationship."
If we add to this the fact that Russia invaded Hungary in the middle of the 20th century, the decision-making becomes even clearer.
"Now our friends in Ukraine are in the same situation, and it
is impossible to remain silent or inactive
," Baldaszti continued.
"We don't want another generation to grow up with the memory of the war."
Similarly,
Nike
claims it cannot "guarantee delivery of products to its buyers in Russia", while
Adidas
has been more forceful in ending its sponsorship of the Russian national soccer team, severing a relationship that began in 2008. .
These are just some samples of positioning that continue to happen these days, while the war drags on and the ups and downs of the conflict have half the world on edge.
And no, they are not trivial: every small action counts for, together, building a social, cultural and economic ecosystem in which we can live in peace.
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