Italian Fashion Brands Rally against the Virus
This time of COVID-19 has been daunting for all, notwithstanding those in Italy, a country first to see the ravages of the virus outside of China. Despite having to face forced lockdown and business closures, some Italian luxury fashion brands have rallied to ensure the betterment of communities in the country and beyond its borders.
Giorgio Armani
Giorgio Armani donated $1.4 million to several Italian hospitals and institutions in an effort to support the Italian crusade against COVID-19. Moreover, The Armani Group has converted all of its production sites in the country to produce hospital gowns.
Giorgio Armani was also praised when he announced that he would hold his February 2020 runway show in Milan behind closed doors. Italian fashion designer Alessandro Dell’Acqua reflects on the reticence of the Italian fashion industry to self-isolate and Armani’s proactive behaviour:
“Perhaps we would have had to be more responsible and act more quickly. I think the best example is Giorgio Armani, who, before anyone else, bravely decided to show behind closed doors.”
Gucci
Since March 2020, Italian luxury fashion label Gucci has been actively fundraising for both local and global aid to fight against COVID-19. The campaign has raised more than $5.5 million for the UN’s COVID-19 Solidarity Response Fund and over $2 million for the Italian Civil Protection Department. Gucci also donated $1.1 million to the COVID-19 Solidarity Response Fund through Facebook’s $10 million Matching Fundraiser. That’s good fundraising complemented by timely generosity.
Tod’s
Tod’s, the Italian luxury shoe and leatherware brand owned by the Della Valle family, has created a €5 fund million to help family members of healthcare workers who lost their lives fighting the coronavirus pandemic. The fund will be managed by the Protezione Civile, the national body in Italy that deals with the prediction, prevention and management of emergencies.
Valentino
In March 2020, Fashionista reported that Valentino would donate $1.1 million to the new Columbus COVID 2 Hospital at Rome’s Agostino Gemelli University Policlinic. This was done through the brand’s non-profit arm, the Valentino Garavani and Giancarlo Giammetti Foundation.
Valentino Garavani and Giancarlo Giammetti, the brand’s co-founder said in a press release:
“In such a dramatic moment for the whole world, we wanted to give our contribution to win this crucial battle against this invisible, but terrible enemy. Our deepest gratitude goes to those women and men who are fighting night and day to save human lives in our hospitals.”
Ermenegildo Zegna
The Zegna family, together with the Group’s top management, have pledged €3 million to Civil Protection in Italy. The Zegna Group will also be transforming some of its manufacturing facilities to produce medical masks and other PPE and has donated money directly to several hospitals.
Moncler
Moncler has pledged €10 million towards the construction of a new hospital in Milan that will house 400 intensive care units.
Versace
Again, in March this year, Harper’s Bazaar reported that Donatella Versace and her daughter have personally donated $220,000 to the ICU of Milan’s San Raffaele hospital, which became inundated with patients being treated for COVID-19.
Earlier this year, Versace donated more than $140,000 to the Chinese Red Cross Foundation. In April 2020, the brand donated $500,000 to support local efforts in Milan in response to the COVID-19 pandemic.
Prada
The Prada Group is funding a research project at the San Raffaele hospital on male susceptibility to the virus, as data suggests that men are more susceptible to the virus than women.
