Top 40 supplier Charles River Apparel (asi/44620) wanted to do something different with its fall 2020 collection. Each of the models featured in its latest catalog and social media marketing is a “local hero” – a teacher, nurse or other worker on the front lines during the fight against COVID-19.

“These are people that are out there every single day,” says Rich Corvalan, vice president of sales. “I hope it resonates in the industry. We want this to be replicated; we want others to recognize their own heroes. … There’s a bigger message here than selling product.”

Bianka (left) and Jesslyn wear Charles River’s Crosswind quarter-zip sweatshirt (9359T).

Sharon, MA-based Charles River revealed its fall line and “Celebrating Our Everyday Heroes” campaign during a virtual press event this month. The supplier is also launching a brand ambassador program, looking for social media influencers and everyday heroes with a love of New England, adventure and clothing to rep their latest styles online.

“We’re really excited to start sharing this story in a bigger way,” says Tracy Lehnen, vice president of marketing at Charles River.

Among the models featured are Bianka, a nurse at Salem Hospital who says she knew she wanted to go into the medical field after experiencing a spinal cord injury in high school; Matt, a member of the Army National Guard who works on military honors funerals; and Brandon, who teaches art to seventh-graders at Londonberry Middle School.

Charles River’s fall collection is in the sweet spot of many of the biggest apparel trends right now – particularly the demand for comfortable, core pieces that work well in a variety of arenas, from work to play to lounging at home.  Packable and reversible pieces also fit into the mix. “People are looking for garments that can do many things for them,” says Tsedenia Kiros, design director.

Other trends for the fall include the continued dominance of tie-dye, animal print and other patterns. “Animal prints are the new neutral,” Kiros says. “Prints and patterns are replacing solids. People are looking for something different.” Charles River added a leopard print to its popular New Englander rain jacket (5156) and on the flowing, “cascade-opening” Savoy vest (5136) for women. The supplier’s Crosswind qQuarter-zip sweatshirt (9359T) now comes in several pastel tie-dye options.

The Manchester rain jacket (5161) features color-blocking and mimics the look of a ski jacket. The jacket is being modeled by Jennifer, a critical care nurse who works in a post-anesthesia care unit.

Nursing school student Jesslyn wears the Savoy vest (5136), which features an on-trend animal print and fashion-forward silhouette.

Vince, who works in video production and operations for a local news station, wears the heathered fleece quarter-zip hoodie (9188).