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COVID-19 Response: LVMH, Prada, Moncler, and More

Over the past few weeks, the global Coronavirus pandemic has struck our communities with caution. Mandates instructing public citizens to stay inside has been a new shift in our culture—working from home, connecting digitally, and helping those in need however possible. In response to COVID-19, we are also seeing an outreach of support from an array of brands. By offering donations, percentages of sales, and more, the following brands are doing their part in helping fight this global pandemic.

LVMH Courtesy of LVMH.

Under direction of CEO Bernard Arnault, LVMH has committed itself to unprecedented action. All LVMH Perfumes & Cosmetic production sites (including Christian Dior, Guerlain, and Givenchy) have been instructed to manufacture substantial quantities of hydroalcoholic gel. Delivered at no cost, LVMH is working with French health authorities to ensure that the Assistance Publique – Hôpitaux de Paris receives all that they can produce. Through this initiative, the company aims to address the lack of product in France and enable more people to stop the spread of the virus. For now, the commitment is ongoing and without an end date.

Prada’s commitment to the planet and the well-being of others continues today, with the announcement of a large donation. Prada S.p.A.’s Co-CEOs and Chairman have decided to donate two complete intensive care and resuscitation units to three hospitals in Milan—Luigi Sacco, San Raffaele, and the Vittore Buzzi children’s hospital. The aid comes at a time when the country is suffering from a lack of hospital beds, supplies, and overall preparedness within the facility.

Moncler Remo Ruffini, Pierpaolo Piccioli.
Courtesy of Moncler.

Yesterday, Moncler’s CEO Remo Ruffini announced an initiative to help fund Milan-based hospitals, too. The brand is dedicating itself to funding the construction of a hospital with 400 intensive care units, donating $10 million Euros to the project. On Instagram, Ruffini posted a personal announcement, saying in his caption, “Milan is a city that has given us all an extraordinary time. We cannot and must not abandon it. It’s everyone duty to give back to the city what it has given us so far.”

Since launching the sustainable fashion brand Another Tomorrow in January 2018, CEO Vanessa Barboni Hallik has dedicated much effort to the betterment of society and our planet. “My mission is to create a truly sustainable and compassionate company with a three-pronged approach of providing a foundational wardrobe of ethically and responsibly made clothing, education, and a platform for activism to amplify our collective voices,” she said. On its site, the brand outlines the welfare of animals, humans, and the environment; explains its policies for carbon offset, wages, and chemical use; and walks the customer through materials they do and don’t use. This type of transparency is an everyday dedication with its One Percent for the Planet focus, but in addition, heightened today with a give-back initiative. Today, 20 percent of all net proceeds for March and April will support the Food Bank for New York City, and hospitals in three cities in Italy—Bergamo, Brescia, and Torino.

Gina Belafonte, Executive Director of, at For Freedoms Congress in Los Angeles, CA; photo by Caroline Wallis; courtesy of For Freedoms and

For Freedoms was founded in 2016 by artist Hank Willis Thomas and Eric Gottesman as a platform dedicated to creative civic engagement, discourse, and action. Art, politics, commerce, and education merge here, injecting critical thinking into the political landscape with art programming. Amid the current COVID-19 pandemic, For Freedoms has launched “Virtual Togethering”—a series of digital programming that will include presentations, workshops, activities, games, discussions, and more. Yesterday, the company welcomed its inaugural episode with For the next few weeks on this Zoom channel, For Freedoms welcomes’s Executive Director, Gina Belafonte, to host a series of guided meditation and breathing exercises—at 11 a.m. EST, 2 p.m. EST, and 5 p.m. EST. The meditations are also available by phone (with Meeting ID: 746 885 621) for those in New York at +1 646-876-9923; those in Chicago at +1 312-626-6799; and those in San Jose at +1 669-900-6833.

Hill House Home Courtesy of Hill House Home.

Nell Diamond’s design-centric lifestyle brand Hill House Home is responding to the pandemic by donating 10 percent of bedding and bath sales to God’s Love We Deliver and Room to Grow. Additionally, the brand is offering a 10 percent discount on all bedding and bath products. On Instagram, Diamond said, “We hope that this allows our community to bring a little bit of joy to their homes in a scary time, while also giving back to those who so desperately need our help.”

Golden Goose. Courtesy of Golden Goose.

Golden Goose has started a new initiative called #TogetherWeAreStronger. For it, the brand has created t-shirts donning the hashtag. On Golden Goose’s Instagram, we’re seeing the white shirt feature the tag in red lettering. Available tomorrow on their site, all of the shirt’s proceeds will be donated entirely to healthcare facilities.

KOIO Shoes from the Spring/Summer 2020 collection; courtesy of KOIO.

Three days ago, KOIO closed all four of its stores. Its notice wasn’t a surprise, as most retail stores in New York City are being asked to close if possible, but the brand shortly after sent a newsletter message to its customers. The announcement detailed the brand’s response to the Coronavirus pandemic, saying the online shop is donating 5 percent of all sales to Red Cross. KOIO’s aim is that the Italian communities and manufacturers it works so closely with will benefit from the donation.

Luxury re-sale site StockX announced its participation in relief for COVID-19 damage with two big initiatives. To start, StockX is donating $20,000 to Feeding America’s COVID-19 Response Fund, which helps food banks across America. The second is a hashtag outreach, encouraging fashionable social distancing with the #FlexFromHome hashtag. Starting Friday, March 20, StockX will donate an additional dollar to Feeding America’s COVID-19 Response Fund (up $10,000), for every photo they are tagged in on Instagram with the #FlexFromHome hashtag.






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