FRONT-ROW
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FRONT-ROW


Even though the Presidents all around the world have not considered fashion in their decrees about restrictive measures due to Coronavirus, fashion is seriously contributing to the case. Every day we are studded with numbers. Those figures show us the spread of the virus that has undermined our lives, and that will change them forever. Some data afflict us, and some others fill us with hope, such as those dictated by the big fashion houses. The field of fashion isn't considered essential, and, for this reason, it hasn't been included in the restrictive ordinances by the governments. The fashion system, together with the tertiary sector, food, and tourism, is indeed a field for the economical turnover of entire nations. Yet the multinationals have not backed down and made their resources available.

The so-called made in Italy is supporting Italian hospitals




Italy is the second country with the highest number of victims and infections after China, among the big names there is Giorgio Armani. King Giorgio, born in Piacenza but adopted by Milan, wrote an open letter on the weekly Vanity Fair in the special issue #ioSonoMilano(I am Milan). Armani has donated 1.25 million euros to the Luigi Sacco and San Raffaele hospitals, the Cancer Institute in Milan, and the Lazzaro Spallanzani Institute in Rome. Remembering his dream of becoming a doctor when he was young, he wrote a letter to thank all those who risk their lives every day in hospitals. Also, Versace came in support of the San Raffaele Hospital and, even before supporting the Italian healthcare system, donated to the Chinese Red Cross. Donatella said that "This is when we, as a society, have to be together and take care of each other". Remo Ruffini, CEO of Moncler, allocated 10 million euros for a new hospital facility on the outskirts of Milan. It is time to give back to the city what it has given us, he said. But Milan is not the only city that needs help. Marco Bizzari, CEO of Gucci, personally supported Emilia Romagna. Tuscany has also made an appeal to which Ermanno Scervino, Salvatore Ferragamo, Fendi, Celine, Prada, and Valentino responded. All united as well for the creation of health devices, especially masks, of which one million directly from Kering will arrive in Italy in the upcoming days. In the meantime, Prada has started the production of white coats and masks in the only lab left open in Perugia.

Europe and overseas

The same is happening in New York; after the tweet from Mayor Andrew Cuomo, the designer Christian Siriano has joined forces with his entire team. Nobody is buying clothes right now. If everyone participates, this all could change in a couple of weeks, says the designer, hoping to involve his colleagues. Apart from producing masks, the fashion system is helping with the production of something short now; the LVMH group will provide, thanks to its cosmetic brands, the hand sanitise. In support of the French health authorities and beyond, L'Oréal will also supply hydro-alcoholic gel to hospitals, nursing homes, and partner pharmacies. Garnier will offer free hand sanitise to its European customers in the food distribution channel so that their employees can protect themselves. Fast fashion also makes its contribution Alongside these giant names.

Among these H&M and Inditex. The Swedish brand is working towards the creation of devices, using its global network to deliver what it is necessary as soon as possible.





H&M involved its entire supply chain in supporting countries and communities around the world. In support of their nation came brands such as Zara and Mango, which slow down their hectic production to supply healthcare essentials in Spain.

The message of the fashion system is sharp and clear, it may not be a primary good, but it always has a front-row seat!

By Pamela Romano