These tough times of COVID-19 pandemic have really stood testament to the fact that the world is one big family. When many fashion labels are on the verge of closing down and filing for bankruptcy, E-commerce giant Amazon has come to the rescue of the fashion fraternity.

Amazon Fashion has joined forces with Vogue and Council of Fashion Designers of America to unveil ‘A Common Thread’, an initiative to support the small and medium-sized fashion houses that are affected by this global crisis.

 

 

 

 

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Discover new independent designers and help support the American fashion industry. In response to the COVID-19 pandemic, @voguemagazine and @cfda have launched A Common Thread, an initiative to support independent fashion designers whose businesses have been impacted by the pandemic, including the pattern makers, cutters, tailors, embroiderers, and so many more business and creative employees. Click the link in our bio to learn more about how you can help, or donate through Alexa by saying, “Alexa, donate to A Common Thread.” From all of us at @amazonfashion, @voguemagazine, and the @cfda, we thank you for your support. #founditonamazon

A post shared by Amazon Fashion (@amazonfashion) on May 14, 2020 at 5:00am PDT

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The E-comm website has stepped up to donate $500,000 to this initiative that would be distributed as grants amongst the eligible US-based fashion labels. Not just this, this association would launch a new storefront, ‘Common Threads: Vogue x Amazon’ that will create new outlets for the brands that are at the risk of bankruptcy due to the COVID-19 crisis.

 

 

 

 

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A post shared by Anna Wintour (@theannawintour) on May 3, 2020 at 6:43am PDT

“I’m thrilled to announce this partnership and want to thank Amazon Fashion, not only for its generous support of ‘A Common Thread,’ but also for so quickly sharing its resources to aid American designers affected by the pandemic. While there isn’t one simple fix for our industry, which has been hit so hard, I believe this is an important step in the right direction,”, Vogue’s editor-in-chief and Condé Nast’s artistic director, Anna Wintour said in her statement.

While this is certainly a first step in the right direction, only time could tell how ill this pan out. What are your thoughts about this?

(Source- ET Retail)