High Fashion Takes A Stand Against The Covid-19 Pandemic
Marie Claire Malaysia|May 2020
As the world battles the turbulent effects of COVID-19, fashion’s most prestigious luxury groups join in on the fight against the novel coronavirus
Pushpanjali

Whether you’re reading or watching the news, it may seem as though everything we’re going through is harrowing. But in these trying times, many high fashion brands are stepping up to the plate by showing their support in the fight against the infectious respiratory disease, COVID-19. From donations to manufacturing medical essentials, these brands are doing all they can for those in need amidst the crisis:

#1 KERING GROUP Known for managing fashion giants that include Gucci, Bottega Veneta, Saint Laurent, Balenciaga, and so on, this luxury group is also playing their part in combating the Coronavirus (COVID-19).

In their global efforts, Kering supported Italy’s fight against the pandemic by donating to four major hospital foundations in Lombardy, Veneto, Tuscany, and Lazio. Contributing to China’s fight against the disease, a donation was also made to the Hubei Red Cross Foundation. Meanwhile in France, the luxury group made a financial donation to Institut Pasteur in support of their research into COVID-19.

Kering’s huge efforts are also followed by Gucci’s €2 million donation to two crowdfunding campaigns. The Italian brand also plans on donating 1.1 million surgical masks and 55,000 medical overalls (subject to approval from medical authorities) to the health authorities in the Tuscany region. Taking a different approach, Gucci has even focused their Instagram page as a platform to inform their followers on ways to flatten the curve of COVID-19’s infection rate by sharing official messages from the World Health Organization.

Meanwhile, Bottega Veneta launched Bottega Residency, a multi-platform concept that lends a space each week to its list of collaborators, muses and talents. The platform allows its viewers to experience live performances by collaborating artists, cooking shows from popular chefs, and a movie night on Sundays. Bottega Residency kicked off with an opening from creative director of the brand, Daniel Lee and is readily available on Instagram, Youtube, Weibo, Line, Kakao, Spotify, Apple Music, as well as their mini-site on www.bottegaveneta.

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