Brands are redoubling their efforts to divert and entertain people living in quarantine all across the planet with activities designed to stimulate their creativity. Competitions, challenges, performances and line art to color are just some of the pastimes that have been dreamed up to keep internet users busy while preserving a connection with the worlds of couture and ready-to-wear.
Under the leadership of its artistic director Olivier Rousteing, Balmain aims to give something back to its loyal public with the #BalmainEnsemble initiative. The luxury house is not only offering a look back at some of the most striking collections in its archives, there are also coloring sketches, weekly challenges and creative activities with members of the Balmain Army.
Together With Team Karl
The Karl Lagerfeld label has announced the launch of "Together With Team Karl," an initiative involving the posting of content, and in particular Instagram Stories content, on the ready-to-wear label's @karllagerfeld account. All of the posts are proposed by long-standing associates of the brand, such as Karl Lagerfeld's former personal assistant and men's fashion ambassador Sébastien Jondeau, who is offering a home workout course, or design director Hun Kim's drawing course. Yoga sessions and live performances are also planned.
French luxury kids' clothing label Bonpoint has unsurprisingly aimed its lockdown entertainment initiative at infants and young children, inviting them to create their version of the brand's cherry logo. Once a week entries will be judged by panel and winning designs will be printed on limited edition T-shirts. All profits will be donated to the AP-HP Paris university hospital trust. To participate, simply post a drawing on the brand's Instagram with the child's first name, age and the hashtag #DrawaCherry.
Kenzo and its creative director Felipe Oliveira Baptista have embarked on a drive to counter loneliness caused by the lockdown. The label's Instagram will be used to relay additional content and host live events with friends of the Kenzo community. Mondays will be devoted to music with specially created playlists, tutorial sessions are scheduled for Wednesdays, and there will be live concerts on Fridays.