Image: Louis Vuitton

Many luxury groups are scrambling to do their part as the COVID-19 outbreak continues to spread across the globe. From multi-million dollar donations to manufacturing efforts, here is a look at what some of the biggest names in the fashion/luxury industry – from Milan-based Prada S.p.A. to Paris-headquartered conglomerates LVMH Moët Hennessy Louis Vuitton and Kering – are doing to provide aid in this globally-reaching health crisis, which has resulted in roughly 341,500 cases and 15,187 deaths as of March 23, according to the New York Times … 

LVMH Moët Hennessy Louis Vuitton

In one of the first major moves in the luxury sphere, LVMH announced on March 15 that “given the risk of a shortage of hydroalcoholic gel in France, [chairman] Bernard Arnault has instructed the LVMH Perfumes & Cosmetics business to prepare its production sites to manufacture substantial quantities of hydroalcoholic gel to be provided to public authorities.”

As such, the world’s largest luxury goods conglomerare said that it would “therefore use all the production facilities of its Perfumes & Cosmetics brands (Parfums Christian Dior, Guerlain and Parfums Givenchy) in France to produce large quantities of hydroalcoholic gel,” which will be delivered free of charge to French health authorities … in a commitment LVMH will continue to honor for as long as necessary” in an effort to “enable a greater number of people to continue to take the right action to protect themselves from the spread of the virus.” 

Several days later, on March 21, the group revealed that following “the retooling of its Perfumes & Cosmetics production units,” it has pledged to help address the surgical mask shortage France is currently facing. “By virtue of its global distribution network, LVMH has managed to secure an order with a Chinese industrial supplier for a delivery of 10 million masks in France in the coming days (seven million surgical masks and three million FFP2 masks),” the parent to Louis Vuitton, Dior, Celine, and Givenchy, among some 70 other fashion and non-fashion brands stated. 

“The order will be repeated for at least four weeks in similar quantities (i.e., approximately 40 million masks),” noting that “in order to secure this order during an extremely tense period and to ensure that production begins today, Bernard Arnault arranged for LVMH to finance the whole of the first week of deliveries, amounting to five million euros.” 

The group’s donations have surpassed $2 million, with LVMH allocating $2.3 million to The Red Cross Society of China, alone.

Kering Group

In a statement on Sunday, Paris-based conglomerate Kering said that it is “playing its part in combating the Covid-19 pandemic in France.” In addition to various monetary contributions made to organizations in China and Italy, which topped $1.1 million in February, and the contribution of an “undisclosed” sum to Pasteur Institute to fund COVID-19 research, Kering – which owns Gucci, Saint Laurent, Bottega Veneta, and Balenciaga, among other luxury brands – revealed that “in the days ahead, [it] will provide the French health service with 3 million surgical masks, which the Group will purchase and import from China.” 

Beyond that, Kering, which issued its preliminary financial estimates in connection with the impact of the coronavirus this past week, said that “the French workshops of [its] Houses Balenciaga and Yves Saint Laurent are preparing to manufacture masks, while complying with the strictest health protection measures for their staff members, with production getting underway as soon as the manufacturing process and materials have been approved by the relevant authorities.” 

According to Reuters, Gucci, whose CEO Marco Bizarri donated 100,000 euros to a range of hospitals in Italy’s Emilia Romagna region, would also produce and donate 1.1 million masks and 55,000 medical overalls to Italy.”


“Today we are mobilizing our workforce and our partners … to produce protective masks and blouses,” Chanel said in a statement, announcing that it would begin manufacturing face masks in its factories in France. According to Reuters, “Chanel also said it would not be putting any of its 4,500 employees into temporary unemployment as it weathers the sharp downtown in economic activity.”

Prada S.p.A.

Prada announced that it would fund “two complete intensive care and resuscitation units each to hospitals of Vittore Buzzi, Sacco and San Raffaele” in Milan, which has been hit particularly hard by the virus, with 47,000 confirmed coronavirus patients in the country as a whole as of Sunday, with 4,032 deaths thus far, according to the Telegraph. The brand has also committed to producing “80,000 hospital gowns and 110,000 masks, which will be provided for healthcare professionals in Italy.”

Mayhoola for Investments

Mayhoola, the Qatari company that owns Balmain and Valentino, among other brands, is “is supporting two projects to help Italy fight the coronavirus crisis through a donation of 2 million euros,” per WWD. The fund says that it will help “improve the efficiency and security of the Intensive Care Treatment Unit (ICU) at Sacco Hospital in Milan, one of the cities in Italy most affected by the COVID-19,” by making a 1 million euro donation and providing “new negative pressure ventilation installation, which will allow medical staff to safely assist coronavirus patients who need intensive care treatments.” It is also donating 1 million euros to Italy’s Protezione Civile Italiana, the national body in Italy that deals with the prediction, prevention and management of emergency events.