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And what about future of young brands?

And what about future of young brands?

The fashion system is one of the most important of the Italian and world economy. The health emergency forced all of its protagonists to stop: no more production, no more creation, no more orders, closed shops and ateliers.

The Fashion leaders are actively working to help the state and institutions survive. We have already talked about donations and emergency production. Certainly the crisis will also affect them, but their capital will allow them to survive with limited damage. For Giancarlo Presutto, director of Unimpresa Moda, small brands and emerging designers are the ones who will be affected the most. “There are many young fashion designers in Italy and new brands that have put all their money to produce and launch collections few months ago, have spent all to participate in the fashion week with no advantage”.

What is truly worrying is that these realities represent the future of fashion, in Italy and abroad. If, ironically, covid 19 is destroying “the past” with all its representatives, future generations will have to deal with the economic disaster.

Presutto enlightened this huge problem, and asks the government to “immediately take some fundamental economic measures”. These include access to bank credit with government guarantee, monetary support for young creatives, contributions for the payment of rent, blocking of bills and so on.

It won’t be easy, that’s sure. But in a dark moment like the one we are going through right now, the only thing that can save us – economically, but also on a moral level – is to think about the future.

Words by Giulia Greco

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