The discomfort generated by the pandemic has triggered an increase in creative energy, and the ICT has enabled new ways of relating. Numerous creative talents have offered their skills (almost) free of charge; out of solidarity, but also to strengthen the capital trust that binds them to old and new customers. Many of these have used the internet to activate platforms and involve other (not only creative) parties by launching communities of purpose. The pandemic has stimulated a process of reconfiguration of value systems, starting with the big fashion brands, to also invest in companies, small agencies and creative individuals.