How Luxury Brands are Helping Fight Coronavirus
by Olivia Michel
From cancelled superyacht shows to postponed fashion launches, events around the world are closing their doors to help slow the spread of COVID-19. Donating billions and hoping to aid medics battle coronavirus, some of the biggest luxury brands have now also stepped in too.
One fashion giant joining the fight is luxury conglomerate LVMH. The company which owns brands including Louis Vuitton, Loro Piana and Christian Dior, announced that it would help produce hand sanitiser to combat the current shortage. In an official statement, LVMH clarified that it will “use the production lines of its perfume and cosmetic brands [...] to produce large quantities of hydroalcoholic gels”, adding that “these gels will be delivered free of charge to the health authorities.”
A number of fashion houses have also offered charitable donations to hospitals and research facilities at this critical time. Prada will be funding two new Intensive Care Units (ICUs) in the Milan hospitals of Sacco, San Raffaele, and Vittore Buzzi. High-end accessories brand Bulgari also contributed to the cause by donating funds to the research department at the Istituto Lazzaro Spallanzani in Rome. Fendi’s Carla Fendi Foundation also announced a contribution of €100,000 to Rome’s Presidio Sanitario Columbus ICU.
And while ski resorts across Europe may be closing the slopes, luxury ski brand Moncler has donated €10 million to build 400 intensive care units for a new hospital in Milan.
Kering, which owns brands including Balenciaga, Alexander McQueen, Gucci and Ulysse Nardin, has made a €2 million donation to health-care institutions in the areas of Lombardy, Veneto and Tuscany. The group also donated CNY5 million to the Red Cross Foundation in Hubei, China, where the outbreak first began.
CEO of Kering, François-Henri Pinault, told fashion news outlet WWD “Our thoughts are with the many impacted by the novel coronavirus outbreak, and therefore we have decided to donate the funds as an immediate contribution to assist”. The aid will be used for medical staff and patients as well as for public health education.
Individuals poised at the head of the world's biggest fashion brands have also offered large sums of their personal wealth to help fight the spread of COVID-19. After postponing his cruise show, Giorgio Armani pledged over $2 million AUD of his own money to hospitals in his home country.
More than $200,000 was also offered to the ICUs of a Milan hospital by Donatella Versace and her daughter Allegra, plus the chief executive officer of Gucci, Marco Bizzarri, gave over $100,000 of his own money to hospitals in the badly hit Emilia-Romagna region of Italy.
Wealthy individuals from the superyacht world have also been offering aid. Chelsea Football Club owner Roman Abramovich, whose yacht fleet includes 162 metre Eclipse, has offered NHS staff in London free accommodation at his Millennium Hotel at Stamford Bridge for the next two months. Doing so will help shorten commutes for medical workers now facing an unprecedented workload in the area.
Such substantial contributions from around the world are important, but every individual can also be doing their part to prevent the spread. For more information, head to who.int
Images courtesy of Adobe Stock.