United In Battle Against Covid-19

The PEAK Malaysia|May 2020

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United In Battle Against Covid-19
It is not business as usual for luxury brands this year as their stores are forced to close due to strict government lockdowns and their supply chains disrupted. However, that does not mean the luxury industry has been rendered idle by the Covid-19 pandemic. Far from it, luxury brands are stepping up to offer assistance to combat the spread of the disease. It is a rare display of solidarity of fierce rivals coming together to face the current global health crisis.


Italian fashion stalwart Armani has taken up the rallying cry to help the Covid-19 crisis efforts on its home turf, donating USD1.35 million to Italian hospitals such as the Luigi Sacco and San Raffaele hospitals, as well as institutes including the Tumori National Institute in Milan and the Lazzaro Spallanzani National Institute for Infectious Diseases in Rome.

Armani is also converting all its Italian production plants to manufacturing single-use medical overalls to protect health workers combating the disease.


As with Armani, Bulgari donated an unspecified sum to the Lazzaro Spallanzani National Institure for Infectious Diseases in Rome for the purchase of equipment including microscopic image acquisition systems.


French luxury brand Dior is doing its part to assist health workers in hospitals who are in desperate need of more personal protective equipment (PPE).

Dior said it plans to reopen its Baby Dior ateliers in Redon to produce new masks on a volunteer basis.

In a press statement to the media, Dior said it is actively committed to aiding and protecting all those who are placing their lives on the line in the battle against Covid-19.


The purveyor of fine luxury goods is no stranger to giving back and donated USD711,278 to the China Soong Ching Ling Foundation.



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May 2020