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Fashion & Luxury Strike Back to Pandemic

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Fashion & Luxury Strike Back to Pandemic

Fashion players are constantly mobilizing. After announcing funding to help rebuild Notre Dame Cathedral in Paris last April  in 2019 & others to deal with the devastating fires in Australia last January 2020, it is this time around the fight against Coronavirus that they unite.


With more than 70,000 confirmed cases, Italy is the most affected country in Europe.

All the major luxury brands have mobilized

to fight the Covid 19

Red Cross

The NGO also received payments from other players in the sector including LVMH and Swarovski, according to the Women’s Wear Daily.

Always committed to Prada. Mrs. Prada (CEO), Mr. Patrizio Bertelli (CEO) and Mr. Carlo Mazzi (Chairman) donated two intensive care and resuscitation units each to the Milan hospitals of Vittore Buzzi, Sacco and San Raffaele.



Some houses have decided to fund research in the hope of finding a vaccine against the Coronavirus.



Luxury homes quickly recognized the consequences of Covid-19, as their sales are mainly made internationally and in particular to the Chinese population, which accounts for more than 30% of global luxury consumption.
To fight against the spread of the pandemic around the world, the claws have mobilized by bringing their help in the form of substantial donations.





The Breton brand sewing machines returned to service on March 23. Armox-Lux has launched into the production of fabric masks in accordance with the recommendations of the Brest University Hospital.
The brand specializing in striped sweaters hopes to produce around 3000 masks per day.


Banana Moon

The swimwear and beach accessories brand is mobilizing to make 12,000 reusable fabric masks in its workshops in Monaco.
« These are not masks for the hospital environment like FFP2, but only anti-splash masks for working in contact with the elderly and vulnerable, » said Banana Moon, however.



The Benetton family has also decided to act through its holding company Edizione Srl to help four Italian hospitals located in Treviso, the birthplace of the family clan, Rome and Milan by freeing up a sum of 3 million euros.



Bulgari notably made a payment (at an unknown amount) to the Lazzaro Spallanzani Institute in Rome, one of the first European establishments to work on the subject and to have isolated the genetic sequence of Covid-19. Similarly,


Dolce Gabbana



Dolce & Gabbana has allocated its research aid to the Italian universities Humanitas and San Raffael.


Canada Goose

To make up for the lack of protective equipment, the Canadian down jacket manufacturer is embarking on the production of medical gowns. Canada Goose has requisitioned its workshops in Toronto & Winnipeg, hoping to release 10,000 outfits which will be distributed free of charge to hospitals across the country.




With its Calzedonia, Intimissimi and Falconeri brands, the Calzedonia group has hijacked its manufacturing plants in Italy to start producing protective masks and gowns. The Italian group has also requisitioned its factories based in Croatia in order to contribute to the war effort. A new device which should allow Calzedonia to produce more than 10,000 masks per day. The first were also offered to the hospital and to the municipality of Verona on March 23.



To contribute to the fight against the epidemic, the French company donated 1.2 million euros to the emergency fund created by the AP-HP Foundation (Assistance Publique – Hôpitaux de Paris), as well as the Georges Pompidou Foundation and the SAMU services. Chanel has also mobilized its teams – for which the brand will not use short-time working – to embark on the production of protective masks and gowns. An initiative that follows a donation of 50,000 masks which she already had.



Similarly, influencer Chiara Ferragni launched a crowdfunding campaign to help local hospitals. Chiara Ferragn has already raised more than 4 million euros.



The French group is mobilizing to respond to the shortage of hydroalcoholic gel in France.
Clarins has announced that it will produce nearly 14,500 400ml bottles at its industrial sites in Pontoise, Strasbourg and Amiens to offer to French hospitals.
The group aims to actively pursue the manufacture of hydroalcoholic gel « as long as it is necessary » in order to help French hospital staff who are fighting against the pandemic.

Claudie Pierlot


The label launched a challenge on social networks: for each photo shared by making the sign #HeartHands, Claudie Pierlot will donate € 10 to the solidarity fund for the fight against Covid-19 set up by the World Health Organization (WHO).


Giorgio Armani

The Italian group and its founder announced to donate 1.25 million euros to several Italian hospitals as well as to the country’s civil protection.
On March 26, Armani reported that all of its factories are now in the manufacturing of single-use medical gowns.
They will be distributed to healthcare workers in Italy.
The designer also made a new donation to hospitals in his country bringing the amount of his contribution to a total of 2 million euros.




The group « will donate 20 million euros to the AP-HP », that is to say the hospitals of Paris and its region.
The French luxury group Hermès will not use the public aid put in place to help companies deal with the coronavirus, he announced Monday evening, further promising 20 million euros for hospitals in Paris.


Kering Luxury Groupe including Saint Laurent, Balenciaga & Gucci Group

In France, the luxury group has promised material aid of 3 million protective masks.
Saint Laurent and Balenciaga, properties of Kering and which operate factories in France, announced to divert their production lines to manufacture masks for hospitals in France.
The group also made a donation to the Institut Pasteur in search of an undisclosed amount.

In Italy, Kering mobilizes the entire Gucci group, which is preparing to manufacture more.

To help the health services in the regions most affected, Kering, the French luxury group notably owner of the Italian labels Gucci, Bottega Veneta, Pomellato & Brioni, announced an allocation of 2 million euros.





LVMH embarks on the production of millions of masks

Solidarity is growing in the face of the coronavirus epidemic.
After having manufactured « in large quantities » hydroalcoholic gel intended for hospitals,
While hydroalcoholic gels seem increasingly difficult to find, the LVMH group has announced that it will manufacture hydroalcoholic gels in large quantities in order to distribute them free of charge to French hospitals.

LVMH undertakes to respond to the lack of masks observed today in France.
The luxury goods giant has managed, « thanks to the efficiency of its global network », to find a Chinese industrial supplier capable of delivering ten million masks to France in the coming days. In total, seven million surgical masks and three million FFP2 masks will be produced.
« The operation can be repeated for at least four weeks in similar quantities (about 40 million masks), » said the French group in a statement.




The Spanish brand is committed to providing 2 million masks to help protect healthcare workers in hospitals in Spain. « Mango wants to recognize and thank, on behalf of its more than 15,000 employees, the extraordinary effort made by all those who are part of the health teams throughout Spain, fighting tirelessly against COVID-19″ can we read in a press release sent by the brand on March 24.



The group that owns Valentino, Balmain and Pal Zileri joins the fight against Covid-19 with a donation of 2 million euros to support two projects in Italy.
The first concerns improving the efficiency and safety of the Sacco hospital in Milan in Lombardy, one of the regions most affected by the coronavirus.
The second project supports Italian Civil Protection, which has also been mobilized since the start of the epidemic.



Ralph Lauren – Ralph Lauren Corporate Foundation

American designer Ralph Lauren donated $ 10 million to help victims of the coronavirus pandemic. Thanks to the Ralph Lauren Corporate Foundation, the designer and his group also embarked on the production of 250,000 gowns & protective masks.



The luxury group that owns Cartier, Van Cleef & Arpels and Chloé has pledged to donate € 1.2 million to fight the coronavirus pandemic that is raging around the world.





The Italian shoe brand recently launched a crowdfunding campaign on GoFundMe.
Giuseppe Santoni, the son of the founder of the label currently at the head of the company, hopes to support the Marche region which is plagued by the epidemic of Covid-19.
Santoni has so far collected almost 126,000 euros.


Sézane and his little brother Octobre Editions will donate 10% of their online sales to the emergency aid fund of the Fondation des Hôpitaux de France.




The Italian label has converted its production site in Montone, Italy to produce 80,000 protective gowns & 110,000 masks by April 6.
Miuccia Prada, artistic director of the brand, her husband Patrizio Bertelli (CEO of Prada) & Carlo Mazzi, president of the group, also personally donated 2 intensive care and resuscitation units to Hospitals      in Milan (Sacco, San Raffaele, Vittore Buzzi).




The parent company of Tommy Hilfiger & Calvin Klein has just announced a donation of $ 1 million to support the World Health Organization (WHO) in the fight against Covid-19.
The group has also committed to supply 2 million gowns, masks and protective visors to American hospital staff.


On March 16, Donatella Versace & her daughter donated 200,000 euros to the San Raffaele hospital in Milan to fight the Covid-19.
In an official statement from the brand, the designer explained her commitment: « During this period, it is important to be united to help those who need it, and who fight every day to save lives ».
The Versace group also donated around 140,000 euros to the Chinese Red Cross to help transport medical supplies.

Zadig & Voltaire

The Parisian brand announced on Friday March 20 that 20% of its online sales will be donated to the Paris Hospital Foundation. « It seems essential to us to support the work and the Foundation of the Hospitals of Paris and France which concretely helps all the nursing staff in their daily life and the accomplishment of their missions », indicated the label and its artistic director, Cecilia Bönström.




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