Payal Singhal shifts focus to digital media and marketing during lockdown, urges brands to prioritise staff

By

Isabelle Crossley

Published
Apr 7, 2020

Womenswear and accessories designer Payal Singhal has launched a campaign to encourage fashion brands to ‘Support Your Team’ during lockdown and as reoriented her brand's focus to digital marketing and collaborations.

 
Payal Singhal and her team are all currently working from home, the designer announced on Facebook. “Living rooms are the new boardrooms, and brainstorming now takes place over Zoom calls,” wrote Singhal, sharing photos of her team’s ‘work from home’ set ups. The brand is currently working on website development, market research, collaborations, and digital media, shared Singhal.
 
“Being a designer and entrepreneur in isolation, away from what I love doing the most, has made me rethink and re-question my passions and purpose,” Singhal wrote.

“I’ve had time to think hard about our next steps as a design house,” said Singhal. “We’re in the midst of a 21-day lockdown, and even after its end, it will be a while before operations resume any form of normalcy… It is our responsibility to look after the well-being of our team and staff, to make sure they stay home and stay safe and that they have the resources to look after themselves and their families.” 
 
As many businesses in the fashion industry face the possibility of laying of staff, Singhal urged businesses to take care of their employees. 
 
Singhal launched her eponymous brand in 1999 inspired by the modern South Asian woman, according to the brand’s website. The brand retails from its e-commerce store, flagship store in Mumbai, and a range of multi-brand boutiques across India and internationally.