The COVID-19 pandemic profoundly disrupted the global fashion industry, primarily due to widespread store closures that caused a massive drop in revenue and froze supply chains. This forced brands to become almost entirely reliant on digital sales, leading to innovative online presentations for new collections and a surge in comfort and hygiene-focused fashion trends.

The economic fallout was severe, with Forrester predicting a $2.1 trillion loss in global retail sales for 2020, and clothing sales plummeting by 50.5% in March 2020, reaching a staggering 79% drop in the USA by April 2020. Major retailers like J.Crew, Neiman Marcus, Brooks Brothers, and JCPenney filed for bankruptcy.

Domenico de Sole, chairman of Tom Ford International, described it as "the most devastating event" of his career, underscoring the unprecedented challenge. The crisis dramatically accelerated the shift towards digital commerce and direct-to-consumer models, requiring "contactless yet engaging customer experiences" as noted by Shashin Shah. Many designers also adapted by producing masks, including specialized types for various needs.