COVID-19 was first reported in Wuhan, China at the break of the New Year and labelled a pandemic by the World Health Organisation on the 11th of March. While Europe is now battling the medical emergency, fashion and beauty companies have begun initiatives to give back to their loyal communities. When almost every business is hit by the drop in spend and store closures worldwide, it seems natural and some may say, the ‘right’ action to take. But it’s also the important route, when consumers are anxious and facing employment uncertainty, they want to feel good about the labels and logos they see in their homes. There’s a lot of praise owed to these brands response to coronavirus – from providing protective gear for healthcare workers to manufacturing sanitisers, take a look at what they’ve been up to.
Estée Lauder Companies
The beauty powerhouse that owns a portfolio of brands, such as La Mer, MAC and Tom Ford Beauty has consistently provided aid to healthcare authorities affected by Coronavirus. CEO and President of Estée Lauder Companies, Fabrizio Freda has since donated the equivalent of $716,000 USD in support. As the UK faces lockdown, its eponymous beauty branch announced on social media, the re-opening of its factory in Melville, New York. By providing jobs for ’employee volunteers’, they will be manufacturing hand sanitiser, which is still in high demand.
You’re thinking of wild yellow flowers fields and hand cream, but L’Occitane is now producing 70,000 litres of hand sanitiser to distribute to French health authorities and workers. But it hasn’t stopped there, unbeknownst to many of us, the company has been donating moisturiser and soap to hospital staff in China and South Korea since February.
Three of LVMH’s brands, Givenchy, Maison Christian Dior and Guerlain have undertaken the task of creating hand sanitiser for the public hospital network, AP-HP in France. LVMH have also announced the purchase of 40 million masks to donate to French health authorities.
Prada is manufacturing 100,000 medical grade masks and overalls, having specifically sourced non-woven material for this effort. Masks made from clothing fabrics, such as cotton, do not have the particle filtration necessary for medical workers.
Upon shutting the doors of 3,785 stores globally, mother company Inditex has already donated masks in the thousands. At time of writing, they will aim to supply over 300,000 medically approved face masks.
Known for making puffer jackets long before Kylie Jenner was in the Lip Kit business, Moncler is setting a strong example amid the COVID-19 spread by donating €10 million to build a hospital in Fiera di Bergamo, Lombardy. Set to open by the end of March, it will be dedicated to caring for virus patients in the 400 intensive care units.
The giant fashion conglomerate chose to shut its brands, the likes of Gucci, Balenciaga and Bottega Veneta, before it was made compulsory in the UK. Aside from protecting its staff, Kering have committed to providing over 1 million masks.
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