INNOVATORS VS COVID 19
Driving Fashion to Its Peak During COVID-19
We talked to Chere Di Boscio of Eluxe about the world’s FIRST ever publication fully dedicated to sustainable luxury and this is what she had to say.
First of all, how are you and your family doing in these COVID-19 times?
Chere Di Boscio: We are doing well, thank you. We are lucky enough to live in the countryside, where the restrictions are very few. And both my spouse and I work online anyway, so there haven’t been significant changes to our routine professionally speaking.
Tell us about you, your career, how you founded Eluxe?
Chere Di Boscio: I started as an editor of glossy magazines in Paris, Dubai, and London. After realizing how unsustainable fashion is and being appalled at the amount of animal suffering in fashion, I decided to launch the world’s first-ever sustainable luxury magazine, EluxeMagazine.com, in Paris in 2013. Today, Eluxe is a global leader in ethical, vegan, and sustainable fashion, beauty, and living. Our audience has shifted from being mainly in Europe to being mostly in the USA and Europe.
How does Eluxe innovate?
Chere Di Boscio: We don’t innovate necessarily; our job is to point out innovations that may be interesting to consumers, such as plant-based leathers or the rise of second-hand fashion sales online.
How the coronavirus pandemic affects your business, and how are you coping?
Chere Di Boscio: It hasn’t affected us directly, but it has positively impacted how people shop for fashion and what kinds of style they are buying. Consequently, it has affected our affiliate sales. For example, way fewer people buy evening gowns and couture; instead, they’re buying casual fashion since they’re at home more. We’ve been coping by reducing outgoing costs, and the government has offered some support, too.
Did you have to make difficult choices, and what are the lessons learned?
Chere Di Boscio: No, not really, to be honest.
How do you deal with stress and anxiety?
Chere Di Boscio: In general, I meditate and run to control stress and anxiety. I also do the Wim Hof breathing technique daily.
Who are your competitors? And how do you plan to stay in the game?
Chere Di Boscio: There are a few rising sustainable fashion magazines, and to stay in the game, we’ve directed attention to Eluxe Magazine by holding the world’s first-ever sustainable luxury awards, the Eluxe Awards. 2021 will mark our fifth year, and nominations for sustainable brands can be entered at https://eluxeawards.com/nominate-a-brand/. Brands that enter a successful nomination will get a mention on our sites and a badge; winners get quite a lot of PR on various websites, including our own, as well as a winner’s badge and certificate. The Awards have proven quite successful!
Your final thoughts?
Chere Di Boscio: The unnecessary and strict lockdowns due to Covid 19 have undoubtedly had terrible effects on many physical small businesses. I firmly believe governments should be held accountable for this, and I hope a lot of Class Action lawsuits are on their way to teach the government they must never, ever do this again.
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