The fashion world unites against coronavirus
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The fashion world unites against coronavirus

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The coronavirus outbreak spread throughout the world since its appearance, seriously affecting also our own country, Italy. The expressions of solidarity are certainly not lacking and, at a sensitive time like the one we’re living, these initiatives create a strong sense of unity that can help face this health emergency together.

The fashion industry showed its support from the very beginning of this pandemic, when COVID-19 first overwhelmed China, and keeps doing so, both from an economic point of view and from a medical equipment production and distribution one.

The epidemic has been raging in Italy precisely since the Milano Fashion Week Women FW 2020/21, which saw the involvement of the MKS Milano Fashion School fashion styling and fashion design students as well. And it’s been exactly from that moment onwards that major fashion brands started working side by side with Italy, and other countries, to win this battle.

Giorgio Armani, for example, immediately took the decision to allocate 1 million and 250 thousand euros to bring help to the hospitals Luigi Sacco, San Raffaele and the Institute of Cancer Research in Milan, Spallanzani in Rome, and to provide support to Italy’s Civil Protection. The Group has then extended its donations to the hospitals in Bergamo, Piacenza and Versilia, and on March 26 it announced a conversion of all Italian plants to produce disposable surgical gowns.

Thanks to Bulgari, Lazzaro Spallanzani hospital received a valuable 3D microscope, strengthening its equipment, whereas Dolce&Gabbana funded a Humanitas University research project, cooperating with the Vita-Salute San Raffaele university’s virologists. Etro gave financial help to Sacco hospital’s laboratory for virology and launched a virtual campaign with its “Milano Never Stops” t-shirt to send a message of hope, reminding the citizens’ will to carry on and express their creativity, social distancing notwithstanding.

Miuccia Prada and Patrizio Bertelli, in charge of Prada, donated six full intensive care and resuscitation units to Vittore Buzzi, Sacco e San Raffaele hospitals in Milan. Upon request from Regione Toscana, Prada will also make 80,000 overalls and 110,000 face masks, essential defense shields for healthcare staff, to be delivered by April 6.

The Kering Group previously helped China in fighting the virus and keeps playing an important role, actively supporting Italy and France. On March 11, Kering and its Houses made substantial donations to the main hospitals in Lombardy, Veneto, Tuscany and Lazio. Gucci also responded to the call from Regione Toscana for personal protective equipment for medical personnel, anticipating the production of 1,100,000 surgical masks and 55,000 medical overalls in the coming weeks, subject to relevant authorizations.

Moncler announced a 10-million-euro donation to support the construction of a hospital with 400 intensive care units, which is to say the Regione Lombardia project being executed at Fiera Milano. In order to help healthcare personnel, the H&M Group will use its supply chain, including its purchasing operations and logistics capabilities, to produce e distribute as soon as possible protective gear worldwide.

Inditex, Zara’s parent company, will begin distributing more than a million face masks, 325,000 N95 masks, 150,000 face shields and about 5,500 protective suits, produced in their textile factory in China. All this equipment will be donated to hospitals in Spain that might be at risk of running out of stock. Mango also decided to sustain Spain’s efforts donating 2 million face masks and taking on the task to distribute them through its logistic network following the Ministry of Health’s instructions. Another admirable initiative is that of LVMH Group that on March 15 made its parfum and cosmetics plants (Dior, Guerlain e Givenchy) available to manufacture hydroalcoholic gel, while on March 21 the Group said it will dispatch 40 million surgical masks to assist French hospitals.

These are only a few examples of the extraordinary civil consciousness and solidarity shown by the fashion world, whose support is crucial to help the heroes struggling for us to defeat this dreadful virus and, in doing so, it fuels hope for a much desired victory.

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