1.  Please introduce who you are and what you do in 2 sentences 

My name is Elena Morales, I’m creative director at "Elena Morales", a sustainable fashion brand. 

2.  How would you describe your current mood?  

Right now, I feel puzzled, and at the same time sad with all that is happening in the world and in our environment. I never thought we would see it so close. 

3.  What effect has Covid 19 had on you and your business?  

I feel a total state of shock, it all seems as a film. Every day that goes by I think “when Will this all end? I feel a bit frustrated by the fact of not knowing anything, not knowing what will happen to us or to our little companies. A positive aspect is that I’ve had visibility in social media, where, besides attracting new followers/clients, I can show my work, my collections... 

4.  What effect had Covid 19 had on your supply chain (if relevant)?  

Since the factories are closed, the supplies don’t arrive to be able to keep working from home. 

5.  What has been the biggest challenge during this period of lockdown?  

Holding on. 

6.  What have you done during lockdown to innovate?  

New actions and strategies for keeping active and remind our clients that we are here. I love reinventing myself, to create new mini-collections and show them through the social media, even at the website -the only means available nowadays. 

7.  What small act of kindness has someone shown you or that you have shown someone during the lockdown?  

We think of our people much more. I value those conversations immensely, those little times spent, even by FaceTime. 

I’ve loved the fact that my clients are still there, buying and showing interest for our products, even now in these complicated times. This fills me with joy and helps me to continue forward, to fulfill a big dream. 

8.  How do you think this crisis will affect the fashion industry?  

It will affect negatively, from what I’ve seen sales have dropped an 80%. By shutting down the factories, the sales, the possible new trends that were about to be launched… I suppose there will be a considerable set back in the fashion sector. This has been a Global Stop that will affect the entire system, not just fashion. 

Fortunately, I can’t complain. I think that people are starting to value the things done in this ethical manner, the work well intended, the exclusiveness, the design, and the quality of the pieces. 

I have noticed many more sales now in-house confinement than even in the Christmas campaign! 

9.  How do you think you will need to do things differently in your business post lock down? 

Reinventing constantly for innovation so that it doesn’t become obsolete. Its important to have a clear mind for creating, having a clear picture of what society wants and needs.

10. What would you advise our/your followers to keep their spirits up during lockdown? 

Everything will return. When this finishes remember to appreciate every day that you are free.