How the Spanish flu influenced the creation of haute couture as we know it today The worst pandemic in modern history marked the dawn of some of the most iconic fashion houses

Pandemics within our society create an effect that in a way is similar to that of an earthquake. We are fully aware of the possibility that it might happen, yet we can never be fully prepared for the effects that it may have. It arrives suddenly, starting with a small crack then before you know it, those become devastating gaping holes within the earth which take months or even years to recover from. In the case of a pandemic, the largest holes are the grave number of deaths & the effect it may have on the economy. Nothing usually goes back to normal afterwards, but there are which occur either for the better or the worst. We’ve seen in the case of the world’s deadliest pandemic, the Black Plague of the 1300’s, that the pandemic’s effect on the economy sparked the beginning of luxury spending and many are wondering what effects the COVID-19 might have on us.  Another case study is that of the Spanish Flu, after taking millions of lives, things then took an interesting turn for the better, resulting in the spark of a historic era of the 1920’s where the economy thrived and fashion houses like Chanel, Gucci e Fendi were at their prime.    

In summary, this period was of great importance in the development of the fashion and entertainment industry. Which would also serve as a valuable lesson for us in the future, not only because of the positive outcome the pandemic eventually created, but also to keep in mind that at the end of this cultural renaissance in 1929 the world experienced its most severe economic depression in history.