Gift Focus inc Attire Accessories - July/August 2020

INSPIRED BY KINDNESS 109 IT’S COOL TO BE KIND As the show circuit gets hit hard by COVID-19, Hyve, the organiser of Pure London and Moda, has launched its #inspiredbykindness online campaign to shine a spotlight on the great work the fashion and accessories community is undertaking With many events and exhibitions having to be postponed or cancelled in the wake of COVID-19, Hyve, the organiser of Pure London and Moda, has developed its #inspiredbykindness online campaign in a bid to focus on the good that is coming out of the global pandemic. Taking to a blog post, the organiser stated, “This is undeniably a unique and uncertain time for us all. A time that has presented, and will continue to present, new and different challenges on a local and a global scale. “However, out of this backdrop of doom and gloom, positivity is emerging; we are now seeing unprecedented acts of kindness as communities band together to support each other. People and businesses are putting their own needs aside to offer their help where it is needed; to the most vulnerable people in our society or simply wherever they can. It is these acts of kindness that bring hope. “Let’s remind ourselves that this period will not last forever. When we look back on this difficult time, we should be reminded that, despite the obstacles, we came together to help one another. We should be reminded that, in a time of social distancing, we talked to each other more. And, we should be reminded that when people needed extra support, it was provided, no questions asked. “We have already seen an outpouring of kindness in communities close to home and around the world. Now, we want to shine a light on this, and use our platforms to facilitate these conversations, offering our support wherever we can and highlighting the work that people are doing to make the lives of others easier during this time of change. “Facilitating rich connections is what we at Hyve Group do. Now, we encourage you to share your stories, advice, words of positivity and challenges with our community. We offer our platforms to you, helping to support your business, celebrate your brilliant work and inspire others with your kindness.” As part of the campaign, Hyve Group has focused on exhibitors and members of its community, detailing the acts of kindness they’ve undertaken during the lockdown period. These include, My Doris making face masks, Dune London donating shoes to Evelina London, Guy’s and St Thomas’ hospital for staff to wear, while accessories brand Jeenaa launched a limited-edition collection dedicated to health workers in the UK and around the world, with a minimum of 25% of each sale being donated to the World Health Organisation. In the wake of COVID-19, both Pure London and Moda have been running online webinars for visitors and exhibitors, which the organisers have added on demand on the website. Visit www.purelondon.com, www.moda-uk.com