In this coronavirus emergency, Italy’s fashion capital Milan and the regions of Lombardy and Tuscany have found a stylish and useful help: the Italian Fashion brands.
The big players in the game — normally fierce competitors — immediately opened their financial reserves to try to help and support an overwhelmed healthcare system in Italy. The Italian fashion brands have answered the call of their country in many possible ways, proving that they’re most care about saving lives rather than sell excellent products all around the world.
King Giorgio Armani
It shouldn’t be a surprise that Giorgio Armani has been one of the first to answer the call. King Giorgio, as the designer is usually known in the sector, after been prescient in running his women’s mainline show without an audience during the Milan fashion week in February, has donated 2 million euros ($2.2 million) in recent weeks to hospitals around Italy, including Bergamo and Piacenza and pledged another €1.25m to Milanese hospitals and to Protezione Civile, Italy’s civil defense.
Moreover, the designer announced that all of the four company’s Italian production plants have changed their purpose starting manufacturing single-use medical overalls. The group – one of the most important among the Italian fashion brands – said they will be used for “the individual protection of healthcare workers engaged in the fight against the Coronavirus pandemic”.
“I would like to dedicate a special thought to those involved in the production of disposable medical overalls, with their skills and dedication they will make a concrete contribution to confronting the greatest emergency of these years,” said the designer.
Italian Fashion Brands, Moncler and Versace for Milan
Armani is not alone in this race against the coronavirus. As said, many Italian fashion brands have given back to their own country in different ways.
For istance, Remo Ruffini, owner of Moncler, committed a further €10m to assist the emergency construction of a hospital in the former Fiera Milano area — where the international fashion audience used to flock to shows in the ’80s and ’90s. “Milan is a city that has given us all an extraordinary time,” he said in a press release. “It is everyone’s duty to give back to the city what it has given us so far.”
Donatella Versace and her daughter Allegra Versace Beck donated €200K to the ICU at San Raffaele hospital, saying: “This is when we, as a society, need to stand together and care for one another.”
Gucci, Prada, Valentino and more for Tuscany
Unfortunately, the Lombardy region is not the only one struggling against the spread of COVID-19. In Tuscany, the healthcare system is under a lot of pressure and the regional government asked for help.
Gucci has responded to the appeal and starting a production of masks and gowns for healthcare personnel. There are over 1,100,000 surgical masks and 55,000 gowns that will be donated in the coming days.
Prada too has started the production of 80,000 gowns and 110,000 masks to be destined for the Region’s health personnel. The plan provides for daily deliveries which will be completed on April 6th.
Fendi, Scervino, Ferragamo, Celine, Richemont, and Valentino also joined and appealed immediately.
The Italian Fashion brands, as all the fashion industry, has frequently been accused of being superficial, out of touch and elitist. They’re proving everybody wrong. In the most beautiful Italian Style.