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Luxury Brands’ Response to Covid- 19

Published: May 29, 2020
Author: Mahendira.K


The Covid-19 pandemic has had a colossal effect on almost every industry, whether that be unprecedented pressure on health services, non-essential businesses shuttering, or supermarkets needing to consider their re-stocking tactics and opening hours. And so, it follows that the fashion industry has also been experiencing the effects of a global health crisis. The fashion industry’s deterioration would see a serious impact on the global economy, not to mention the furloughing or unemployment status of millions of artists, designers, seamstresses and more.

As the world battles global pandemic Covid-19 (the coronavirus), luxury companies are stepping in to make a change whether through donations or repurposing manufacturers to address the face mask and hospital gown shortage throughout the world. They are supporting medical workers on the front lines in several countries and using their large global network to make positive change in the world. We have rounded up just a small portion of the luxury companies who are using their resources to fight Covid-19.

Louis Vuitton

Louis Vuitton’s parent company, LVMH, made headlines when they began manufacturing hand sanitizer a month ago. And Louis Vuitton is also helping fight Covid-19 by repurposing its American workshops in New Jersey, California, and Texas to create thousands of non-surgical face masks, which will be donated to states that need it most. Louis Vuitton will also partner with local organizations in each state who are leading Covid-19 response efforts. The luxury brand is also repurposing its Ready-to-Wear atelier in Paris to make gowns for nurses and doctors directly helping patients suffering from Covid-19. Gowns will be donated to medical workers at Hôpitaux de Paris (the regional hospital center in Paris).


Moncler announced on Instagram on March 17 the company will be donating 10 million Euros to help construct a hospital with 400 intensive care units in Milan, one of the worst-hit cities in the world. In a press release, chairman and CEO Remo Ruffini said: “Milan is a city that has given us all an extraordinary time. We cannot and must not abandon it. It is everyone’s duty to give back to the city what it has given us so far.”


Chanel is another luxury fashion house who will produce face masks for healthcare workers in France on the front lines of fighting Covid-19. Chanel president of fashion Bruno Pavlovsky said in a statement that Chanel is mobilizing its partner manufacturers and teams, plus 150 sewing specialists to produce protective face masks and gowns. The company will also donate 1.2 million Euros to an emergency fund created by Hôpitaux de Paris (known as l’AP-HP).

Tiffany & Co.

On April 6, Tiffany & Co Foundation pledged $1 million to Covid-19. The money will be split between two organizations: $750,000 will go to the Solidarity Response Fund for the World Health Organization and $250,000 will go to The New York Community Trust’s NYC Covid-19 Response & Impact Fund. The company will also match employee donations to any qualified nonprofit organization supporting Covid-19 relief. “During this global health crisis, we must all be responsive to the urgent needs of our global communities. We are proud to support organizations providing immediate relief for communities impacted by Covid-19, including our hometown of New York,” Anisa Kamadoli Costa, chairman and president of the Tiffany & Co Foundation said in a press release.


Burberry recently announced its plan to repurpose its Yorkshire factory, which makes trench coats, to make non-surgical face masks and gowns, as well as help fund research in single-dose vaccine development at University of Oxford (who has a track record in emergency vaccine development) and donate to charities supporting food poverty in the UK. Burberry is using its global supply chain network to deliver more than 100,000 surgical masks to the UK National Health Service. Marco Gobbetti, Burberry’s CEO, said in a statement: “In challenging times, we must pull together. The whole team at Burberry is very proud to be able to support those who are working tirelessly to combat Covid-19, whether by treating patients, working to find a vaccine solution or helping provide food supplies to those in need at the time.” 


Prada’s co-CEOs and chairman have donated intensive care and resuscitation units to three hospitals in Milan, including Vittore Buzzi, Sacco and San Raffaele.

Dolce & Gabbana

The brand donated to the Humanitas University for a research project hoping to help against the fight against coronavirus: ‘We felt we had to do something to fight this devastating virus, which started from China but is threatening all mankind,’ Domenico Dolce and Stefano Gabbana announced.

Ermenegildo Zegna Group

Luxury men’s Italian brand, Ermenegildo Zegna, is helping to fight Covid-19 by pledging a donation of three million Euros to the Civil Protection in Italy, which supports nurses, doctors, scientists, and volunteers on the front lines fighting the pandemic. The Group will also manufacture medical masks by converting a part of its production facilities in Italy and Switzerland to doing so. In addition, the Group has made a direct financial contribution to several local hospitals to get ventilators and medical masks.

– Rutuja Shinde



Elite traveller


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