Insiders On Covid-19 (Part II)
Hanna Kovanen
Cyndle photographed for KHAITE by her husband at their studio.
Cyndle Komarovski, Chanel US Makeup Artist
How are you spending your days in New York?
My husband and I have been taking it day by day. We’ve been getting up early every morning, making coffee and just continuing the day at a slow pace. We have our studio about 15 minutes away from our apartment, so we have been fortunate to have a creative space separate from our home.
Are you in the mood for shopping?
I am in the mood for shopping, but my approach is completely different from how I use to be. I haven’t made any clothing purchases yet, but I have a wishlist and I am only focusing on essentials.
How has the crisis affected your work?
It has effected my work in the sense that obviously I am not on a set with a group of people doing a shoot and it has certainly influenced my personal work. It’s been a real rollercoaster of emotions, but I am trying to stay positive and take this time to think slower and outside the box. I am sure we all agree that the pace of everything was going too fast. I think creative people in hard times tend to be more creative because you almost have no choice. It forces you to keep doing what you are doing but do it better - be more considered. It can be a stimulation but, of course, it is not easy and we all struggle on different scales. Going forward, though, I do think we have a responsibility to produce content and advertising with more meaning - focusing on a message or your environmental choices.
I have been working on an on-going collaboration through this quarantine - separately of course - with my good friend and photographer, Hanna Tveite. It’s been a lot of fun creating and experimenting without the pressures of time and expectation. I think through this is also a reminder to value your existing relationships. Don’t take anything for granted.
Find Cyndle here.
Charlotte in Ven.
Charlotte Lewis, Founder of Ven
How are you navigating with VEN in the current circumstances?
As a small business, or for any business really, it is an incredibly uncertain time. However, I have really noticed a lot of dialogue around supporting small brands. Personally, this is something I have always done - as well as shopping second hand. I would rather spend a little more and shop from a brand who prioritize making sustainably made, quality products. Perhaps, they only make a few style,s but they do them really well. These are the principles on which Ven was founded.
I have also really been amazed by the different initiatives small brands have created to try and help with the pandemic. At Ven, we have been donating to food banks and food delivery services and to those most in need. I think, moving forward, consumers will continue to seek out smaller brands rather than fall back on larger retailers.
Viktorija photographed at home in New York.
Viktorija Svedkova Jasevice, Brand & Communications Consultant
What are your coping mechanisms?
Continue having a schedule, taking long baths, introducing new wellness habits - I feel like it's a good time to do it.
How is the pandemic going to influence fashion PR and communications?
I think traditional PR agencies will see that a one-size-fits-all type of approach is not effective anymore and will start looking at new ways of supporting brands. I am very hopeful that we will come out more united as an industry and with new opportunities for small but meaningful businesses.
Find Viktorija here.
Sofia, Founder of Mehrotra.
Sofia Mehrotra, Founder of MEHROTRA
How are you coping with MEHROTRA in the present circumstances?
As we all know, times are difficult for many companies in all industries. Although, the Covid-19 pandemic doesn’t have anything to fo with the environment per se, it has made us painfully aware of how vulnerable our society is and hopefully increased the consciousness of people in general.
At MEHROTRA, we have, from the start, focused on small scale production, creating pieces that are consciously made and that will be last beyond seasons and trends, and we do not follow the traditional fashion calendar. Our focus has always been on creating a sustainable and conscious brand.
We produce all of our products in India, where the country went into lockdown on March 25th. That meant our planned production went on hold and it still is - with hopes of getting started again on May 3rd. This of course affects our upcoming launches. However, as a small company and the way MEHROTRA is operating, we have been able to easily adapt to the current situation.
The progress of the coronavirus has had a negative impact on sales, especially for our offline wholesalers, who depend on customers physically entering the hotels and stores. Our main focus now lies upon our own online platform being able to offer our customers inspiration in times like these and an easy and comfortable way to shop without having to go outside.
Are you in the mood for shopping?
Currently I am only shopping for things that I feel are valuable and worth investing in - pieces which I need and that will last a lifetime. For me, it is important to support small and authentic local brands and businesses, when deciding to shop for something new. Though, this has always been important in my decision-making process as a consumer.
Find MEHROTRA here.