Zendaya is a fan: Peter Do’s ‘true luxury’ wardrobe staples for women ‘tired of trendy’ give label head start on fashion’s repositioning after Covid-19

Growing up on a small farm in Vietnam, Do owned little but treasured everything – something which has translated into the pieces he creates today

His clothes, made in the garment district of New York, are the definition of ‘investment pieces’ – wardrobe staples that you can wear season after season

Reading Time:4 minutes

Peter Do is, unlike many fashion labels, thriving during the pandemic. This is a look from his spring/summer 2021 collection.

Published: 5:55am, 10 Sep 2020Updated: 5:15am, 10 Sep 2020

When we first met designer Peter Do during a tumultuous Paris Fashion Week back in March, Europe was just awakening to the harsh reality of the coronavirus pandemic – which has since taken a huge toll on the entire world.

A finalist of the prestigious LVMH Prize for Young Fashion Designers, Do was presenting his autumn/winter 2020 collection at the headquarters of LVMH, the luxury conglomerate that, like much of the fashion industry, has been severely impacted by the crisis.

From large companies such as J. Crew to independent labels like Sies Marjan, the pandemic has caused its fair share of fashion casualties – especially in the United States, where Do established his brand in New York in 2018.

Order cancellations from beleaguered department stores, cash-flow issues and production delays have put an end to a number of fledgling brands that weren’t prepared to deal with one of the biggest crises that the industry has faced in decades.

Peter Do is a private person but his pieces are worn by people from lawyers in Hong Kong to actresses in the US. Photo: Getty Images For LVMH

Unlike many of his peers, Do has so far managed to survive the impact of the pandemic almost unscathed, thanks in no small part to his unique approach to building a brand.