As we explored in Reformation Generation, Covid-19 threatened to create a ‘lost generation’ of students as they prepared to graduate into a world transformed by quarantine restrictions and economic uncertainty.
Responding to this, brands stepped into the role of Alumni Incubators, becoming educators and supporters for graduates by making their already extensive resources available. One example was streetwear brand Hood By Air, which this year offered access to training and collaboration opportunities with industry peers.
With traditional graduate shows no longer possible, brands and organisations also provided virtual platforms to promote work from new creatives and give them much-needed exposure to prospective employers, as seen with Ocean Outdoor. ‘In adversity, there is an opportunity to use the forced disruption for self-introspection, and to find new solutions,' explains Jens Laugesen, co-founder of Global Design Graduate 2020.