The fashion industry has struggled to adapt to the changes needed to stop the pandemic consequences since the coronavirus first exploded in January. Fashion weeks gradually started to be cancelled throughout Asia — Shanghai, Beijing, Seoul, Tokyo — and houses began to call off their shows, Gucci and Prada leading the pack.
Now, as the situation continues to escalate in Europe and the US, the apparel industry is moving up further to try to stop the spread of the deadly virus. Over the weekend, LVMH announced that it would take the enormous step of halting the production of its perfumes and cosmetic gels, instead using these resources to manufacture hand sanitizer.
The French luxury goods group, owned by Louis Vuitton and Dior, will produce the disinfectant gel for free and will donate the products for the foreseeable future to French hospitals, especially those in Paris. LVMH is to produce and deliver 12 tonnes this week alone.
"These gels will be distributed to health authorities at no charge," the organization said in a weekend statement. "LVMH, in collaboration with the French health authorities, will continue to uphold this pledge for as long as possible." France currently has more than 5,000 cases of coronavirus, of which 127 died sadly.
LVMH aren't the only ones who step up to do their part. Today Prada's CEO and chairman donated two full intensive care and resuscitation units each to Vittore Buzzi, Sacco and San Raffael hospitals in Milan.
Donatella and Allegra Versace have announced a joint donation of €200,000 to a hospital in Milan this weekend. The money will go directly to the intensive care unit at San Raffaele hospital, which is struggling to deal with a huge volume of COVID-19 patients.
"It is vital to be unified and support in times like this but we should help all those on the front lines, battling every day to save hundreds of lives," Donatella said in a statement on Friday. Over the weekend Italy continued fighting against some 25,000 cases of the disease, now under a country-wide quarantine. At this point more than one thousand people have died.
"Our hearts go out to all those affected by this disease, and to all the doctors and medical staff who have worked heroically non-stop over the past few weeks to care for our loved ones," the designer added. "This is when we must stand together and care for each other."
Let's hope that more will join the trend in the fashion industry, and step up to help do their part. What will be reaction of Victoria Beckham, Yohji Yamamoto, Rick Owens, Courreges, Mugler fashion houses? Let's see! Stay safe!