This article is from the source 'nytimes' and was first published or seen on . It last changed over 40 days ago and won't be checked again for changes.

You can find the current article at its original source at https://www.nytimes.com/2020/04/15/fashion/reese-witherspoon-draper-james-coronavirus.html

The article has changed 28 times. There is an RSS feed of changes available.

Version 9 Version 10
Reese Witherspoon’s Fashion Line Offered Free Dresses to Teachers. They Didn’t Mean Every Teacher. Reese Witherspoon’s Fashion Line Offered Free Dresses to Teachers. They Didn’t Mean Every Teacher.
(about 16 hours later)
In mid-March, just around the time that American schools and offices started closing because of the coronavirus pandemic, not that long before numerous designers had suddenly become heroes for volunteering their services to hand-sew masks so that surgical-grade ones could go to those who needed them most, the staff at Draper James, Reese Witherspoon’s fashion label, started talking about doing something for teachers.In mid-March, just around the time that American schools and offices started closing because of the coronavirus pandemic, not that long before numerous designers had suddenly become heroes for volunteering their services to hand-sew masks so that surgical-grade ones could go to those who needed them most, the staff at Draper James, Reese Witherspoon’s fashion label, started talking about doing something for teachers.
Many of the staff had young children. Like so many other parents with children now permanently at home, they suddenly appreciated their schooling in a whole new way. What if we gave teachers dresses, someone said. Everyone loved it, including Ms. Witherspoon.Many of the staff had young children. Like so many other parents with children now permanently at home, they suddenly appreciated their schooling in a whole new way. What if we gave teachers dresses, someone said. Everyone loved it, including Ms. Witherspoon.
On Thursday, April 2, Draper James announced the offer on its Instagram page, writing: “Dear Teachers: We want to say thank you. During quarantine, we see you working harder than ever to educate our children. To show our gratitude, Draper James would like to give teachers a free dress.” They were instructed to apply by a form, given a deadline, and told when “winners” would be notified — as well as that it was valid “while supplies last.”On Thursday, April 2, Draper James announced the offer on its Instagram page, writing: “Dear Teachers: We want to say thank you. During quarantine, we see you working harder than ever to educate our children. To show our gratitude, Draper James would like to give teachers a free dress.” They were instructed to apply by a form, given a deadline, and told when “winners” would be notified — as well as that it was valid “while supplies last.”
Unfortunately for the company, that turned out to be not very long, given the response. And that made the dress debacle at Draper James both a case study in fashion’s wide-ranging power to symbolize hope and positivity, as well as what happens when national crisis, celebrity business, altruism and social media collide.Unfortunately for the company, that turned out to be not very long, given the response. And that made the dress debacle at Draper James both a case study in fashion’s wide-ranging power to symbolize hope and positivity, as well as what happens when national crisis, celebrity business, altruism and social media collide.
See, the day after the announcement, Hoda Kotb and Jenna Bush featured the offer on NBC’s “Today” show. The program’s web page announced, “Reese Witherspoon’s label Draper James is giving free dresses to teachers.” “Good Morning America” touted it too.See, the day after the announcement, Hoda Kotb and Jenna Bush featured the offer on NBC’s “Today” show. The program’s web page announced, “Reese Witherspoon’s label Draper James is giving free dresses to teachers.” “Good Morning America” touted it too.
Other brands were also donating products: Pronovias, the bridal group, said it would give wedding dresses to engaged hospital workers, doctors and janitors alike; Keen, the outdoor recreation company, said it would donate 100,000 shoes to people affected by Covid-19.Other brands were also donating products: Pronovias, the bridal group, said it would give wedding dresses to engaged hospital workers, doctors and janitors alike; Keen, the outdoor recreation company, said it would donate 100,000 shoes to people affected by Covid-19.
But the Draper James combination of teachers, dresses (not exactly essential, but the sort of fairy godmother extra that makes people feel special) and Reese Witherspoon added up to a viral moment.But the Draper James combination of teachers, dresses (not exactly essential, but the sort of fairy godmother extra that makes people feel special) and Reese Witherspoon added up to a viral moment.
“In many parts of the country, a lot of teachers really don’t feel appreciated, and don’t get paid very well, and the idea of a free dress during a high-stress time was really exciting,” said Natalie Ornell, a substitute middle-school teacher in the Boston public school system. “It was really like Cinderella.”“In many parts of the country, a lot of teachers really don’t feel appreciated, and don’t get paid very well, and the idea of a free dress during a high-stress time was really exciting,” said Natalie Ornell, a substitute middle-school teacher in the Boston public school system. “It was really like Cinderella.”
Tammy Meyer, a kindergarten teacher in the Georgia public school system, felt the same way. “It was Reese Witherspoon!” she said. “She’s always been one of my favorite actresses. To have a dress associated with her at a time when everyone is so overwhelmed — I guess we were grasping at straws.”Tammy Meyer, a kindergarten teacher in the Georgia public school system, felt the same way. “It was Reese Witherspoon!” she said. “She’s always been one of my favorite actresses. To have a dress associated with her at a time when everyone is so overwhelmed — I guess we were grasping at straws.”
The problem was, Draper James, a company that is only five years old and has fewer than 30 employees, had only 250 dresses, in six different styles, to give away. There are more than 3 million public schoolteachers in the United States, and a large majority of them are women.The problem was, Draper James, a company that is only five years old and has fewer than 30 employees, had only 250 dresses, in six different styles, to give away. There are more than 3 million public schoolteachers in the United States, and a large majority of them are women.
The application form crashed almost immediately. Just days after the original Instagram post appeared, it had been viewed more than 400,000 times. Teachers were emailing one another and sharing it online. By the close of the application period, Draper James had almost one million applications — which was approximately seven times the total number of dresses they had sold in 2019.The application form crashed almost immediately. Just days after the original Instagram post appeared, it had been viewed more than 400,000 times. Teachers were emailing one another and sharing it online. By the close of the application period, Draper James had almost one million applications — which was approximately seven times the total number of dresses they had sold in 2019.
The numbers were never going to add up.The numbers were never going to add up.
“We felt like we moved too quickly and didn’t anticipate the volume of the response,” said Marissa Cooley, the senior vice president for brand marketing and creative at Draper James. “We were really overwhelmed. It was way more volume than the company had ever seen. We expected the single-digit thousands.”“We felt like we moved too quickly and didn’t anticipate the volume of the response,” said Marissa Cooley, the senior vice president for brand marketing and creative at Draper James. “We were really overwhelmed. It was way more volume than the company had ever seen. We expected the single-digit thousands.”
The company tried to backpedal as soon as it did the math, contacting everyone who applied to let them know it was a raffle, not a mass giveaway, and posting the actual giveaway number twice on its Instagram Stories. But the damage had been done.The company tried to backpedal as soon as it did the math, contacting everyone who applied to let them know it was a raffle, not a mass giveaway, and posting the actual giveaway number twice on its Instagram Stories. But the damage had been done.
All of a sudden the desire to help started to look like a cynical marketing ploy.All of a sudden the desire to help started to look like a cynical marketing ploy.
“Celebrity #Covidwashing,” as David Carroll, an associate professor of media design at Parsons, called it on Twitter, had entered the conversation.“Celebrity #Covidwashing,” as David Carroll, an associate professor of media design at Parsons, called it on Twitter, had entered the conversation.
Especially because, in order to qualify for the giveaway, teachers had been asked to submit both pictures of their school IDs and their work email addresses, which at once were clogged with multiple Draper James promotions, which didn’t stop even after the dress raffle had been held. (Those who didn’t win were offered a 30 percent discount, and the opportunity to unsubscribe.)Especially because, in order to qualify for the giveaway, teachers had been asked to submit both pictures of their school IDs and their work email addresses, which at once were clogged with multiple Draper James promotions, which didn’t stop even after the dress raffle had been held. (Those who didn’t win were offered a 30 percent discount, and the opportunity to unsubscribe.)
“In the end, it felt like her brand profited more than the teachers,” Ms. Ornell said.“In the end, it felt like her brand profited more than the teachers,” Ms. Ornell said.
Teachers had a lot to say about it.Teachers had a lot to say about it.
Ms. Cooley said that when the company realized the extent of the misunderstanding, its employees were very upset. After all, their intentions were good. Two hundred fifty teachers were made very happy.Ms. Cooley said that when the company realized the extent of the misunderstanding, its employees were very upset. After all, their intentions were good. Two hundred fifty teachers were made very happy.
But while it is true that the company is small, Ms. Witherspoon herself is big, maybe even “one of the most powerful people in Hollywood.” In good times, that perception benefits her brand. It probably is part of what convinced her to enter the fashion arena in the first place, monetizing her image and following in the footsteps of Gwyneth Paltrow at Goop, Jessica Alba at the Honest Company and Kate Hudson at Fabletics. It also created a disjunction between perception and reality that contributed to misconceptions.But while it is true that the company is small, Ms. Witherspoon herself is big, maybe even “one of the most powerful people in Hollywood.” In good times, that perception benefits her brand. It probably is part of what convinced her to enter the fashion arena in the first place, monetizing her image and following in the footsteps of Gwyneth Paltrow at Goop, Jessica Alba at the Honest Company and Kate Hudson at Fabletics. It also created a disjunction between perception and reality that contributed to misconceptions.
Updated June 16, 2020Updated June 16, 2020
The steroid, dexamethasone, is the first treatment shown to reduce mortality in severely ill patients, according to scientists in Britain. The drug appears to reduce inflammation caused by the immune system, protecting the tissues. In the study, dexamethasone reduced deaths of patients on ventilators by one-third, and deaths of patients on oxygen by one-fifth.
The coronavirus emergency relief package gives many American workers paid leave if they need to take time off because of the virus. It gives qualified workers two weeks of paid sick leave if they are ill, quarantined or seeking diagnosis or preventive care for coronavirus, or if they are caring for sick family members. It gives 12 weeks of paid leave to people caring for children whose schools are closed or whose child care provider is unavailable because of the coronavirus. It is the first time the United States has had widespread federally mandated paid leave, and includes people who don’t typically get such benefits, like part-time and gig economy workers. But the measure excludes at least half of private-sector workers, including those at the country’s largest employers, and gives small employers significant leeway to deny leave.The coronavirus emergency relief package gives many American workers paid leave if they need to take time off because of the virus. It gives qualified workers two weeks of paid sick leave if they are ill, quarantined or seeking diagnosis or preventive care for coronavirus, or if they are caring for sick family members. It gives 12 weeks of paid leave to people caring for children whose schools are closed or whose child care provider is unavailable because of the coronavirus. It is the first time the United States has had widespread federally mandated paid leave, and includes people who don’t typically get such benefits, like part-time and gig economy workers. But the measure excludes at least half of private-sector workers, including those at the country’s largest employers, and gives small employers significant leeway to deny leave.
So far, the evidence seems to show it does. A widely cited paper published in April suggests that people are most infectious about two days before the onset of coronavirus symptoms and estimated that 44 percent of new infections were a result of transmission from people who were not yet showing symptoms. Recently, a top expert at the World Health Organization stated that transmission of the coronavirus by people who did not have symptoms was “very rare,” but she later walked back that statement.So far, the evidence seems to show it does. A widely cited paper published in April suggests that people are most infectious about two days before the onset of coronavirus symptoms and estimated that 44 percent of new infections were a result of transmission from people who were not yet showing symptoms. Recently, a top expert at the World Health Organization stated that transmission of the coronavirus by people who did not have symptoms was “very rare,” but she later walked back that statement.
Touching contaminated objects and then infecting ourselves with the germs is not typically how the virus spreads. But it can happen. A number of studies of flu, rhinovirus, coronavirus and other microbes have shown that respiratory illnesses, including the new coronavirus, can spread by touching contaminated surfaces, particularly in places like day care centers, offices and hospitals. But a long chain of events has to happen for the disease to spread that way. The best way to protect yourself from coronavirus — whether it’s surface transmission or close human contact — is still social distancing, washing your hands, not touching your face and wearing masks.Touching contaminated objects and then infecting ourselves with the germs is not typically how the virus spreads. But it can happen. A number of studies of flu, rhinovirus, coronavirus and other microbes have shown that respiratory illnesses, including the new coronavirus, can spread by touching contaminated surfaces, particularly in places like day care centers, offices and hospitals. But a long chain of events has to happen for the disease to spread that way. The best way to protect yourself from coronavirus — whether it’s surface transmission or close human contact — is still social distancing, washing your hands, not touching your face and wearing masks.
A study by European scientists is the first to document a strong statistical link between genetic variations and Covid-19, the illness caused by the coronavirus. Having Type A blood was linked to a 50 percent increase in the likelihood that a patient would need to get oxygen or to go on a ventilator, according to the new study.A study by European scientists is the first to document a strong statistical link between genetic variations and Covid-19, the illness caused by the coronavirus. Having Type A blood was linked to a 50 percent increase in the likelihood that a patient would need to get oxygen or to go on a ventilator, according to the new study.
The unemployment rate fell to 13.3 percent in May, the Labor Department said on June 5, an unexpected improvement in the nation’s job market as hiring rebounded faster than economists expected. Economists had forecast the unemployment rate to increase to as much as 20 percent, after it hit 14.7 percent in April, which was the highest since the government began keeping official statistics after World War II. But the unemployment rate dipped instead, with employers adding 2.5 million jobs, after more than 20 million jobs were lost in April.The unemployment rate fell to 13.3 percent in May, the Labor Department said on June 5, an unexpected improvement in the nation’s job market as hiring rebounded faster than economists expected. Economists had forecast the unemployment rate to increase to as much as 20 percent, after it hit 14.7 percent in April, which was the highest since the government began keeping official statistics after World War II. But the unemployment rate dipped instead, with employers adding 2.5 million jobs, after more than 20 million jobs were lost in April.
Mass protests against police brutality that have brought thousands of people onto the streets in cities across America are raising the specter of new coronavirus outbreaks, prompting political leaders, physicians and public health experts to warn that the crowds could cause a surge in cases. While many political leaders affirmed the right of protesters to express themselves, they urged the demonstrators to wear face masks and maintain social distancing, both to protect themselves and to prevent further community spread of the virus. Some infectious disease experts were reassured by the fact that the protests were held outdoors, saying the open air settings could mitigate the risk of transmission.Mass protests against police brutality that have brought thousands of people onto the streets in cities across America are raising the specter of new coronavirus outbreaks, prompting political leaders, physicians and public health experts to warn that the crowds could cause a surge in cases. While many political leaders affirmed the right of protesters to express themselves, they urged the demonstrators to wear face masks and maintain social distancing, both to protect themselves and to prevent further community spread of the virus. Some infectious disease experts were reassured by the fact that the protests were held outdoors, saying the open air settings could mitigate the risk of transmission.
States are reopening bit by bit. This means that more public spaces are available for use and more and more businesses are being allowed to open again. The federal government is largely leaving the decision up to states, and some state leaders are leaving the decision up to local authorities. Even if you aren’t being told to stay at home, it’s still a good idea to limit trips outside and your interaction with other people.States are reopening bit by bit. This means that more public spaces are available for use and more and more businesses are being allowed to open again. The federal government is largely leaving the decision up to states, and some state leaders are leaving the decision up to local authorities. Even if you aren’t being told to stay at home, it’s still a good idea to limit trips outside and your interaction with other people.
Common symptoms include fever, a dry cough, fatigue and difficulty breathing or shortness of breath. Some of these symptoms overlap with those of the flu, making detection difficult, but runny noses and stuffy sinuses are less common. The C.D.C. has also added chills, muscle pain, sore throat, headache and a new loss of the sense of taste or smell as symptoms to look out for. Most people fall ill five to seven days after exposure, but symptoms may appear in as few as two days or as many as 14 days.Common symptoms include fever, a dry cough, fatigue and difficulty breathing or shortness of breath. Some of these symptoms overlap with those of the flu, making detection difficult, but runny noses and stuffy sinuses are less common. The C.D.C. has also added chills, muscle pain, sore throat, headache and a new loss of the sense of taste or smell as symptoms to look out for. Most people fall ill five to seven days after exposure, but symptoms may appear in as few as two days or as many as 14 days.
If air travel is unavoidable, there are some steps you can take to protect yourself. Most important: Wash your hands often, and stop touching your face. If possible, choose a window seat. A study from Emory University found that during flu season, the safest place to sit on a plane is by a window, as people sitting in window seats had less contact with potentially sick people. Disinfect hard surfaces. When you get to your seat and your hands are clean, use disinfecting wipes to clean the hard surfaces at your seat like the head and arm rest, the seatbelt buckle, the remote, screen, seat back pocket and the tray table. If the seat is hard and nonporous or leather or pleather, you can wipe that down, too. (Using wipes on upholstered seats could lead to a wet seat and spreading of germs rather than killing them.)If air travel is unavoidable, there are some steps you can take to protect yourself. Most important: Wash your hands often, and stop touching your face. If possible, choose a window seat. A study from Emory University found that during flu season, the safest place to sit on a plane is by a window, as people sitting in window seats had less contact with potentially sick people. Disinfect hard surfaces. When you get to your seat and your hands are clean, use disinfecting wipes to clean the hard surfaces at your seat like the head and arm rest, the seatbelt buckle, the remote, screen, seat back pocket and the tray table. If the seat is hard and nonporous or leather or pleather, you can wipe that down, too. (Using wipes on upholstered seats could lead to a wet seat and spreading of germs rather than killing them.)
Taking one’s temperature to look for signs of fever is not as easy as it sounds, as “normal” temperature numbers can vary, but generally, keep an eye out for a temperature of 100.5 degrees Fahrenheit or higher. If you don’t have a thermometer (they can be pricey these days), there are other ways to figure out if you have a fever, or are at risk of Covid-19 complications.Taking one’s temperature to look for signs of fever is not as easy as it sounds, as “normal” temperature numbers can vary, but generally, keep an eye out for a temperature of 100.5 degrees Fahrenheit or higher. If you don’t have a thermometer (they can be pricey these days), there are other ways to figure out if you have a fever, or are at risk of Covid-19 complications.
The C.D.C. has recommended that all Americans wear cloth masks if they go out in public. This is a shift in federal guidance reflecting new concerns that the coronavirus is being spread by infected people who have no symptoms. Until now, the C.D.C., like the W.H.O., has advised that ordinary people don’t need to wear masks unless they are sick and coughing. Part of the reason was to preserve medical-grade masks for health care workers who desperately need them at a time when they are in continuously short supply. Masks don’t replace hand washing and social distancing.The C.D.C. has recommended that all Americans wear cloth masks if they go out in public. This is a shift in federal guidance reflecting new concerns that the coronavirus is being spread by infected people who have no symptoms. Until now, the C.D.C., like the W.H.O., has advised that ordinary people don’t need to wear masks unless they are sick and coughing. Part of the reason was to preserve medical-grade masks for health care workers who desperately need them at a time when they are in continuously short supply. Masks don’t replace hand washing and social distancing.
If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others.If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others.
If you’re sick and you think you’ve been exposed to the new coronavirus, the C.D.C. recommends that you call your healthcare provider and explain your symptoms and fears. They will decide if you need to be tested. Keep in mind that there’s a chance — because of a lack of testing kits or because you’re asymptomatic, for instance — you won’t be able to get tested.If you’re sick and you think you’ve been exposed to the new coronavirus, the C.D.C. recommends that you call your healthcare provider and explain your symptoms and fears. They will decide if you need to be tested. Keep in mind that there’s a chance — because of a lack of testing kits or because you’re asymptomatic, for instance — you won’t be able to get tested.
It would not have seemed out of the realm of possibility to many teachers, who as of May 2019 had a median annual income of $59,670 (per the U.S. Bureau of Labor Statistics), with the lowest 10 percent making only $39,020, that Ms. Witherspoon, whose most recent pay rate was reported to be $2 million an episode for “The Morning Show” on Apple TV, was giving everyone who applied a dress.It would not have seemed out of the realm of possibility to many teachers, who as of May 2019 had a median annual income of $59,670 (per the U.S. Bureau of Labor Statistics), with the lowest 10 percent making only $39,020, that Ms. Witherspoon, whose most recent pay rate was reported to be $2 million an episode for “The Morning Show” on Apple TV, was giving everyone who applied a dress.
Assuming she was giving away her cheapest dress, which sells for $78, and if the cost of that dress to her company is, say, $40, which takes into account the average wholesale margin, that would have meant spending something like $40 million on the giveaway.Assuming she was giving away her cheapest dress, which sells for $78, and if the cost of that dress to her company is, say, $40, which takes into account the average wholesale margin, that would have meant spending something like $40 million on the giveaway.
This is a time when — thanks in part to social media — the cult of personality that attaches to a founder is often conflated with the company they run. Giving away $40 million in dresses may even have seemed in character, at least as far as this public character went. Ms. Witherspoon is a very plausible dream benefactor, swooping in to do something entirely unexpected and joy-giving.This is a time when — thanks in part to social media — the cult of personality that attaches to a founder is often conflated with the company they run. Giving away $40 million in dresses may even have seemed in character, at least as far as this public character went. Ms. Witherspoon is a very plausible dream benefactor, swooping in to do something entirely unexpected and joy-giving.
“She always seemed like such a down-to-earth celebrity,” said Laura Deckman, Mr. Carroll’s sister and a teacher in the Rochester, N.Y., public school system, who said she followed Ms. Witherspoon on Instagram. “She has a really strong brand that is about being a mom and regular person.”“She always seemed like such a down-to-earth celebrity,” said Laura Deckman, Mr. Carroll’s sister and a teacher in the Rochester, N.Y., public school system, who said she followed Ms. Witherspoon on Instagram. “She has a really strong brand that is about being a mom and regular person.”
But then it had all turned into a moldy pumpkin, and they felt like chumps. Which made it even worse.But then it had all turned into a moldy pumpkin, and they felt like chumps. Which made it even worse.
“It’s like a marketing 101 fail,” Mr. Carroll said. “The intentions were good, but the execution was terrible.”“It’s like a marketing 101 fail,” Mr. Carroll said. “The intentions were good, but the execution was terrible.”
Because of the breadth and depth of the pandemic — because it touches such an enormous swath of people in a way that is unlike anything we have experienced before — “these are really uncharted waters,” he said.Because of the breadth and depth of the pandemic — because it touches such an enormous swath of people in a way that is unlike anything we have experienced before — “these are really uncharted waters,” he said.
Now the company is scrambling to repair the damage, trying to source more stock and put together another giveaway.Now the company is scrambling to repair the damage, trying to source more stock and put together another giveaway.
Over Easter weekend, Draper James sent another letter to its applicants, stating that it was making a donation (the company declined to say how much) to a charity that supplies teachers with school necessities to send to their remote-learning students, as well as “actively working on expanding our offerings, both internally and with outside retail partners who were also inspired by your stories and want to join in honoring your community, and we ask for your patience while we organize this effort.” It added a gigantic “unsubscribe” button to the email.Over Easter weekend, Draper James sent another letter to its applicants, stating that it was making a donation (the company declined to say how much) to a charity that supplies teachers with school necessities to send to their remote-learning students, as well as “actively working on expanding our offerings, both internally and with outside retail partners who were also inspired by your stories and want to join in honoring your community, and we ask for your patience while we organize this effort.” It added a gigantic “unsubscribe” button to the email.
Ms. Meyer, for one, was not particularly satisfied.Ms. Meyer, for one, was not particularly satisfied.
“It was a pretty weak apology,” she said. “They weren’t very clear with what they are specifically going to do with their ‘partnering up’ and trying to make up for their mistake and satisfy educators.”“It was a pretty weak apology,” she said. “They weren’t very clear with what they are specifically going to do with their ‘partnering up’ and trying to make up for their mistake and satisfy educators.”
Ms. Deckman didn’t necessarily even want a free dress any more, Mr. Carroll said. The power of that dress and what it had represented — the balm of beauty and fame — had been tarnished. Instead, he said, she wanted the company “to stop trying to use her profession as part of their branding.”Ms. Deckman didn’t necessarily even want a free dress any more, Mr. Carroll said. The power of that dress and what it had represented — the balm of beauty and fame — had been tarnished. Instead, he said, she wanted the company “to stop trying to use her profession as part of their branding.”
And to take this as an education, at the very least.And to take this as an education, at the very least.