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The Luxury Fashion Brands Going Big on the Coronavirus Relief Effort

Covid-19 has brought the fashion world as we know it to a grinding halt with many brands at a complete standstill on production and distribution. But instead of dwelling on it, the key players in the industry have turned their efforts to helping support the relief funds, and it’s just the beginning. By utilizing the networks and resources available to them, some of the biggest hitters have already committed significantly to supporting those in need right now. Rolling applause required…


Italy has been hit hard with the pandemic, and in response, its homegrown companies are hitting back harder. This Italian powerhouse has announced a commitment of USD 1.4 million which will go directly to supporting hospitals and other health organizations across the country. The group has also just recently announced that all of its Italian factories have now prioritized the production of single-use medical overalls to be donated to healthcare workers engaged on the front lines of this crisis.

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We Are All in This Together. Gucci stands with its global community to fight the #Covid19 pandemic by making two separate donations to crowdfunding campaigns. Locally, in Italy where the company is based, a 1 million euros donation to the Italian Civil Protection Department #DipartimentoProtezioneCivile in partnership with @intesasanpaolo’s #ForFunding platform to reinforce Italy’s health services and to source new ICU beds. Globally, Gucci donated 1 million euros to the United Nations Foundation’s Covid-19 Solidarity Response Fund in support of the World Health Organization @who through Facebook’s US$10 million Matching Fundraiser to monitor and collect data on the spread of the virus to strengthen ICUs across the world, supply protection equipment to health personnel and fast-track the creation of vaccines and therapies. The initiatives are captured in an original illustration gifted by Rome-based artist @mp5art, a person who holds their hand on their heart a message of human solidarity. “Gucci has created a world, open and free: a Gucci global community. We ask all of you to be the changemakers in this crisis, to stand together with us in the fight against the Coronavirus. We are all in this together,” say @alessandro_michele, Creative Director of Gucci, and #MarcoBizzarri, President and CEO of Gucci. Calling on our #GucciCommunity to join with us, give through our Donate Sticker on Stories to the United Nations Foundation’s Covid-19 Solidarity Response Fund in support of the World Health Organization @who, and on to donate to the Italian Civil Protection Department #DipartimentoProtezioneCivile. Discover more about the crowdfunding campaigns through link in bio. Starting from tomorrow, Gucci’s social channels will feature the official messages of @who to help spread useful information and prevention for the virus. #StaySafe #FlattenTheCurve

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The label giant has already donated 55,000 medical uniforms and 1,100,00 surgical masks to the medical industry in Italy. Its crowdfunding efforts have also begun in collaboration with major governmental institutes for extra clout. In action with the Italian Civil Protection Department and the World Health Organizations’ Covid-19 Solidarity Response Fund, under the hashtag #GucciCommunity, it is urging supporters of the brand to donate to aid Italy’s health services to help source new ICU beds. Encouraging further donations via Instagram, CEO Marco Bizzarri and creative director Alessandro Michele have united under a banner of ‘we are all in this together’.


Donatella and Allegra Versace are supporting the ICU department at San Raffaele Hospital in Milan specifically with a considerable donation of EUR 200,000. Another announcement came later of a 1 million renminbi (USD 143,400) injection to the Chinese Red Cross Foundation to alleviate the shortage of medical supplies.

Ralph Lauren 

A huge announcement came that the company will pour a staggering USD 10 million into the cause, dwarfing any luxury brands’ commitment to date. The American fashion house confirmed that the cash will go to the World Health Organization’s Covid-19 Solidarity Response Fund, the Emergency Assistance Foundation, and its own Pink Pony Fund. It has since committed to also using its resources to produce 250,000 face masks and 25,000 isolation uniforms for those working in the health care sector in the US. In another show of solidarity, the company donated to CFDA/Vogue Fashion Fund to help fashion designers hit by the economic downturn. Mr. Lauren himself commented on a statement released on the companies website; “At the heart of our Company, there has always been a spirit of togetherness that inspires our creativity, our confidence and most importantly our support for one another. In the past weeks and months, that spirit has never wavered,” he said. “We believe that no matter who you are or where you are from, we are all connected. That is why we are taking significant action to help our teams and communities through this crisis.”


In further Italian efforts, the luxury brand has produced 110,000 masks and 80,000 medical uniforms from their own factories due to be delivered to Tuscan hospitals on April 6. But they have gone one step further and have pledged to support the funding of the ICU departments in three new hospitals in Milan.

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#LVMHjoinsforces Given the risk of a shortage of hydroalcoholic gel in France, Bernard Arnault instructed the LVMH Perfumes & Cosmetics business to manufacture within their production sites as much gel as needed to support the public authorities. Since Monday, the gel has been delivered free of charge daily to the French health authorities and as a priority to the Assistance Publique-Hôpitaux de Paris. The LVMH Group would like to express a special THANK YOU to all those who made it possible, in particular to our exceptional production teams from @guerlain, @diorparfums and @givenchybeauty who have shown great solidarity and engagement in a spirit of collective effort for the common good. The Group and its Maisons are extremely proud and humbled to do their part in the fight against COVID-19 and to help those whose mission is to protect and care for others. As such, we will continue to honour this commitment for as long as necessary, in connection with the French health authorities. #Coronavirus #COVID19 #APHP #staysafe #StayAtHome #COVID2019france #LVMH #LVMHtalents #Guerlain #ParfumsChristianDior #DiorParfums #Dior #GivenchyBeauty #Givenchy

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The French luxury conglomerate that owns Louis Vuitton and Dior amongst other key brands has pledged a respectable USD 2.3 million toward the cause. It has also promised to issue 40 million face masks whilst has committed to using its manufacturing muscle to produce free hydroalcoholic gel for the people of France. “Through this initiative, LVMH intends to help address the risk and lack of product in France and enable a greater number of people to continue to take the right action to protect themselves from the spread of the virus,” a statement said.


The French fashion house has donated USD 1.3 million to an emergency fund for the public hospital system in Paris. It also released a statement announcing, “We are mobilizing our workforce and our partners…to produce protective masks and blouses.” The items will be produced in the brands’ workshops in France.

Over in the Yorkshire in the UK, the brands factory is to produce protective masks and gowns, 100,000 of which will go straight to the countries National Health Service (NHS). It has also partnered with the University of Oxford in their research efforts to help expedite a vaccine for the virus. The Brit brand announced that it will also join against the threat of food poverty during this time by supporting such charities as FareShare and The Felix Project.

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