Fashion News | Fashion Industry Responds to Coronavirus

Fashion News | Fashion Industry Responds to Coronavirus

Right now, the world is consumed with Coronavirus. 

 

From fashion to hospitality, every industry and every sector of the community has been – and continues to be – affected. It’s a phenomenon like we’ve never seen before. 

 

However, through the stress, devastating mortality rates and closure of business, there is light. 

 

In the worst time, we’ve seen brightness come from many angles. Communities pulling together to help those who are vulnerable, real and true appreciation for the NHS and those on the front-line day after day. Plus, big business stepping forward to do their bit. 

 

And thankfully, that includes a huge majority of the fashion industry. 

 

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As an industry that has taken a bit of a bashing over the last few years - and rightly so as the second most polluting on the plant – fashion has stepped up. 

 

In the interest of showcasing a little lightness during this time. And without agenda to promote. I wanted to create a list of what the players in the fashion game are doing to support their communities and more during the time of COVID-19. 

 

And you might be surprised by a few of them. 

 

Net-a-Porter

 

Having halted online delivery for the time being during the worst of the crisis, Net-a-Porter is using its UK delivery vans to come to the aid of charities that need help delivering essential goods to the vulnerable. 

 

Burberry

 

With store closures like the rest of the industry, Burberry has made the decision to use its supply chain to help with the lack of surgical masks needed during this time. The brand set a goal to deliver 100,000 masks to key workers in need. Burberry is also using its factory in Yorkshire to switch from its classic trench coats to manufacturing hospital gowns.

 

Georgio Armani

 

The fashion icon, Georgio Armani has donated a total of approx. 2.2 million euros to coronavirus relief efforts in Italy since the crisis began. 

 

Levi’s

 

The iconic denim brand, Levi’s has pledged to donate 10,000 masks and $3 million to help the fight against Coronavirus. 

 

Chanel

 

In a bid to help stop the spread of Coronavirus, Chanel is using its factories to produce non-surgical masks and gowns. The label has also made a financial donation to local hospitals in need of 1.2 million euros. Chanel has promised to continue paying all 8500 staff in France in full for 8 weeks from the 16thMarch. 

 

Ralph Lauren

 

At the end of March, Ralph Lauren donated $10 million to workers and communities badly hit by the coronavirus. The brand will also be producing 25,000 hospital gowns and 250,000 non-surgical masks to help the frontline. 

 

Grenson Shoes

 

Grenson Shoes are giving away a free pair from their collection to an NHS worker every day until the crisis draws to a close. The brand is asking for nominations with the hashtag #grensonheros on Instagram.

 

H&M

 

Fashion giant H&M announced its plans to manufacture personal protective equipment (PPE) for key workers on the frontline. The brand has also said it will help to protect workers in Bangladesh who have been affected by stalled orders due to the virus. 

 

Capri Holdings

 

Capri Holdings, owners of Jimmy Choo, Michael Kors and Versace, has donated over $3 million to coronavirus-related initiatives. $1 million of which is from Michael Kors directly. These donations will be used for hospitals in need and Vogue’s relief effort, A Common Thread

 

Prada

 

Since the middle of March, Prada has been manufacturing masks and overalls in its factory for distribution in Italy to the frontline. 

 

Havaianas

 

The Brazilian brand known for its flip-flops, Havaianas has converted its factories to make them suitable to produce protective equipment during the pandemic. The brand has also committed to distributing 100,000 food and sanitation kits to the communities in need in Brazil. 

 

Kurt Geiger

 

Kurt Geiger is handing out £100 vouchers to NHS staff in hospitals all over the UK as a thank you for their continuous work. With staff off work due to store closures – while being paid in full – the CEO, Neil Clifford has also suspended his own salary until stores reopen. 

 

Tiffany & Co. 

 

The brand has announced a donation of $1 million to help the fight against COVID-19. The donation will be split between the WHO (World Health Organisation) and the City of New York. 

 

Pretty Little Thing

 

Pretty Little Thing’s CEO, Umar Kamani donated his March salary in a pledge to support struggling local and small businesses. In an Instagram post, he said, “I would ask all businesses no matter how big or small to rally together and support each other through this time of need. It is so important now more than ever, I offer my support where I can.” This comes alongside regular donations and help given to the local community and key workers. 

 

Uniqlo

 

The parent company of Uniqlo has committed to a donation of 10 million masks during the COVID-19 crisis. The donations will help hard-hit areas in the US, Italy, Japan and more. 

 

Hermès

 

Hermès has pledged a donation of 20 million euros to public hospitals in the Paris region of France. In addition, the brand has donated over 30 tons of hand sanitiser produced in its cosmetics factories and over 30,000 masks manufactured using its supply chain. 

 

Reformation

 

The sustainable, LA-based brand Reformation has teamed up with the Mayor of LA to organise a network of local manufacturers that will make protective gear and non-medical masks for those in need. 

 

GEOX

 

The owner of GEOX and his son – owner of sports brand Diadora – have together pledged $1 million towards Coronavirus related initiatives in the Veneto region in Italy. 

 

TOD’s

 

The owner of the TOD’s group has committed to donating 5 million euros to Italy’s Protezione Civile – rescue, assistance and care service. 

 

 

Gucci

 

Having donated 2 million euros so far to coronavirus relief, Gucci has helped both local and global funds with cash aid. The company that owns Gucci – alongside Alexander McQueen, Bottega Veneta, Saint Laurent and Balenciaga – has helped to produce over 1 million masks and gowns for key workers in need. 

 

Mango

 

Mango has donated 2 million face masks to those in need in Spain in a bid to help stop the spread of the virus. 

 

Moncler

 

The luxury fashion brand, Moncler has donated 10 million euros towards the Fiera Hospital Project in Lombardy, Italy. A region very badly hit by the virus, the project will help to quickly build an Intensive Care Unit hospital with over 400-bed capacity. 

 

Nike

 

Always known for its innovative creativity, Nike is repurposing footwear and materials to create face shields for the frontline. The shields help to protect workers and prolong the length of time it is safe and sanitary for workers to use face masks. 

 

Revolve

 

The Californian multi-brand company is donating 10,000 hospital-approved masks to hospitals in need in LA. This will be followed up by another 20,000 masks. The brand is also sending out masks in every order made to the Revolve site to encourage people to help stop the spread of the virus if and when they go out. 

 

Mackintosh

 

The iconic UK label, Mackintosh has stopped production in their Lancashire factory to produce nurse uniforms for frontline workers. 

 

Canada Goose

 

Although often cited as a controversial brand due to its use of real fur, Canada Goose has hit the headlines during this time for other reasons. The brand is using its Toronto and Winnipeg factories to stop production of coats and instead switch to scrubs and medical gowns for hospital staff and patients. 

 

Zara

 

Towards the end of March, Zara owner, Inditex began the production of masks and protective medical clothing for key workers. The company’s chairman said, “Thanks to the company’s strong financial position and principles we stand ready to respond in any way necessary.” 

 

LVMH

 

Owner of Dior and Louis Vuitton, LVMH conglomerate was one of the first to step up to switch its cosmetic factories into the production of much-needed hand sanitiser. The company has now also used its global supply chain to secure an order of over 40 million masks for donation and distribution. 

 

Pronovias 

 

The bridal industry is also getting involved when it comes to doing their bit to help out. Pronovias has decided to help key workers in its own way by offering engaged hospital workers free bridal dresses. In an attempt to give back to the workers on the frontline, Pronovias is using the Instagram hashtag #LoveConquersAll to promote the initiative. 

 

 

Although there is so much going on right now that we cannot control, it’s good to take some time to focus on the actions some people and businesses are taking. 

 

Whether seeing what the fashion industry is doing right now lifts your sprits or encourages you to do something positive in your community, I wanted to share. With the negative media that the industry often gets, it’s great to see something happening that doesn’t focus around profit. 

 

Stay safe, stay home. 

 

Until next time…

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 Disclaimer - You might have noticed that there are a few fairly large names missing from this list. Although I couldn’t mention every single fashion brand that is helping out, there were a few names that, try as I might, couldn’t be found doing good. In the interest of staying positive, I decided not to go into detail. But do your own research and you might be surprised to see what a couple of your favourite names are up to instead of lending a hand.

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