We should all be Prada how Kering the luxury brands are being

Lifestyle

We should all be Prada how Kering the luxury brands are being

From surgical masks to hand sanitiser, big companies are stepping up to help fight coronavirus

Paula Andropoulos

Crises can bring people together and, if nothing else, the coronavirus pandemic has proved that individuals and companies are capable of rallying together for the common good. A couple of designer clothing magnates in particular have signalled their commitment to boosting relief efforts by using their companies’ infrastructure to alleviate the shortage of surgical garb.

Megalithic luxury goods group LVMH, the multinational corporation behind Christian Dior and Louis Vuitton, has commissioned a Chinese supplier to produce 40 million health masks. The first batch of 10 million will be distributed to French health-care authorities. Thereafter, they will be allocated to appropriate parties. LVMH CEO Bernard Arnault has said they will also produce hand sanitiser and deliver it to French hospitals, free.

Similarly, French luxury group Kering — Gucci, Yves Saint Laurent, Balenciaga, Alexander McQueen — has undertaken to produce more than a million masks and 50,000 medical overalls in Italy, via Gucci. France-based Yves Saint Laurent and Balenciaga will follow suit, subject to getting the go-ahead from local medical authorities. ..

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