Humanity is The New Luxury: How Global Fashion Brands Help Fighting COVID-19

In the wake of the virus outbreak, luxury fashion brands fearlessly get all hands on deck to fight COVID-19 (pun intended).
A few days ago, LVMH group announced that the company will use their perfume and cosmetics factories to produce sanitizing gel in response to national supply shortage. The holding company that houses Givenchy among many others will distribute the hand gel for free to local hospitals and authorities in France. LVMH is only one among many other luxury brands who join forces with the communities to fight the global pandemic. As the toll rises in Italy, France, and everywhere else in the world, high-end fashion and beauty brands that are mostly based in Milan and Paris found their own way to help.
Donatella Versace and daughter Allegra Versace Beck were among the first from fashion industry to respond the health crisis by pledging €200,000 ($220,000) to San Raffaele Hospital’s intensive care units in Milan. The Chief Creative Officer of Versace announced on an Instagram post that she and her daughter made the call as personal decision. She also expressed her concern in the same post, saying “in time like this, it’s important to be united and support however we can to help all those who are in the front lines (…)”. The company she led, Versace, previously sent out around €125,000 to Chinese Red Cross Foundation.
Donatella Versace. (Source: Moda Italia)
It is also reported that Giorgio Armani has donated €1.25 million ($1.4 million) to support his hometown’s healthcare workers. The donated money goes to the country’s civil defense, Protezione Civile and four hospitals including Luigi Sacco, San Raffaele, the Istituto dei Tumori in Milan, and Rome’s Istituto Lazzaro Spallanzani, WWD reports.
Prada decided to fund the installment of two new ICUs in three hospitals in Milan, including Sacco, San Raffaele, and Vittore Buzzi. Fashion businesswoman slash influencer Chiara Ferragni joined the bandwagon by collecting a total of $4 million through an online fundraising campaign for Italian hospitals.
Chiara Ferragni and husband Fedez. (Source: Jacopo Raule)
Meanwhile, a couple of brands choose to pledge to research & development institutes. Last month, Dolce & Gabbana teamed up with Humanitas University in Milan for a research project to combat the new coronavirus. They have done so even before the peak of the outbreak in Italy as a token of global participation.
These prominent fashion figures proved that humanity does not discriminate, not even in the poshest society. Every help counts and each of us has the agency to reduce the risk of spreading COVID-19 by always keeping our hands and stuff clean, staying home, eating healthily and taking vitamins, as well as avoiding crowd and physical contact with other people. It is also important to understand how to wear and dispose masks properly.

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