Words: Charlie Leeves
The COVID-19 outbreak has affected everyone in the world, with almost a quarter of the world’s population now under quarantine. It’s in this moment of need that brands are stepping up to provide help in any way that they can. Many recognisable luxury brands have weighed in on the fight against the coronavirus, these brands have moved away from trying to protect their bottom line to trying to protect those most vulnerable in society.
LVMH is the world’s largest luxury conglomerate owning major brands like Louis Vuitton, Givenchy Parfums, Guerlain and Parfums Christian Dior to name just a few. LVMH stepped in when the outbreak first started to pick up speed in China in early January, donating $2.2 million to The Red Cross Society of China. However, they didn’t stop there - LVMH went on to turn the factories that usually make their fragrant perfumes into factories that now make hand sanitizer. This hand sanitizer has been provided to the French authorities for free. On top of all of this LVMH has ordered 40 million face masks from a Chinese supplier and also 3 million surgical masks to give to France’s emergency services who are currently struggling with a shortage of medical supplies
You might not know the name Kering but it owns some major names in the luxury brand world, you might possibly have heard of Gucci, Balenciaga and Yves Saint Laurent. This luxury manufacturing house announced that it will supply 3 million masks to French authorities and its largest brand Gucci will manufacture and provide 1.1 million masks and 55,000 medical suits to Italian authorities as well. In the upcoming weeks it’s brands Balenciaga and Yves Saint Laurent are set to help in manufacturing face masks to be provided to those who need them most.
Like many other luxury retailers, Prada is known for providing high class fashion and luxurious perfumes. Now they are turning their focus to provide something else entirely, they have pledged to produce 110,000 masks and 80,000 surgical overalls by the 6th April. To do this they are keeping their factories open to produce only these items to meet the current demand. The company’s co-CEOs have also donated six intensive care units to three hospitals in order to help fight the spread of the coronavirus.
Coty is major name in the luxury brand sphere, owning brand such as Calvin Klein, and they like many other companies in this industry have started manufacturing hand sanitizer in their factories in order to meet the intense demand. The hand sanitizers produced in the Coty factories will be provided to emergency workers and those in need free of charge to try and stop the spread of this global virus.
As part of the global effort to combat the outbreak of COVID-19, British brand Burberry have dedicated resources, factory space and donated funds to help prevent further spread of the virus as well as supporting the research into finding a longer-term solution.
They have been able to fast track 100,000 surgical masks to NHS staff as the need for PPE worsens; their Yorkshire factory, most famed for creating their iconic trench coat, will be used to make non-surgical gowns and masks for patients; they are generously supporting the University of Oxford’s research into developing a single-dose vaccine as well as donating to charities and food banks to help those struggling as a result of the outbreak.
The Estee Lauder Companies, and its brands, have joined thousands of other globally recognised companies in supporting global communities as the world continues to tackle the COVID-19 pandemic. They have generously awarded $2 million to Doctors Without Borders who work around the world in under-resourced and highly impacted countries as well as donating further millions to organisations, communities, and front life staff around the world. However, they haven’t stop there. Estee Lauder, have also donated millions of surgical masks to those on the front line; they have provided thousands of products as a thank you to doctors and nurses in New York and have started to produce hand sanitisers for high-need groups and populations.
This crisis is bigger than all of us and bigger than companies as well. It is all about us all sticking together and working as one to try and save as many lives as possible. These companies are doing everything that they can to help in this time of need, it might seem that you individually can’t do anything to help, but this is not true. The best thing that you can do is follow the Government’s advice and stay home. It might not seem like much but in fact it is the most important thing you can do...
Stay at home, Protect the NHS, Save Lives.