A Call To Arms
Luxury brands across the world are repurposing their factories, supply chains, and resources to join the fight against the spread of the COVID-19 virus.
European luxury giants Prada, Chanel, LVMH, Richemond, Armani, Burberry, and Kering are joined by high street stalwarts like Inditex, PVH and Capri Holdings in producing masks, surgical gowns, hand sanitisers and other medical equipment to distribute across hospitals and urgent care centres around the continent.
Meanwhile, in London’s Mayfair, hospitality grand-dam Claridge’s is housing and feeding overworked NHS staff in its five-star rooms and dining halls. Down the road, Richard Caring’s Caprice Holdings group (of Annabel’s Club fame) are mobilising volunteers and financial resources to send food prepared in their kitchens to hospital workers and the most vulnerable (as a bonus initiative, Mr. Caring sent an online plea to members to donate generously to their cause).
Another Mayfair staple, NOVIKOV, is leveraging its supply gardens in Brent Eleigh in Suffolk to send workers at West Suffolk hospital’s ICU boxes of seasonal vegetables, herbs, and fruit as well as meals for homeless and vulnerable people in the Bury St Edmunds area.
In the world of luxury transportation, private jet broker Vimana Private Jets’ founder Ameerh Naran is contributing to the humanitarian cause by donating a percentage of profits and offering his platform of 5,000 aircraft worldwide to transport over 2 tonnes of necessary medical supplies around the world. In a clear indication of the severity of the global situation, a further 300 tonnes of essential medical cargo bookings have been made on Vimana just this week. Cargo being shipped to territories lacking in sufficient supplies, including the UK, Italy, France, Asia, the US, Middle east and Africa includes: face masks, ventilators, testing kits, equipment and medicines .
In the jewelry sector, brands like Roberto Coin, Jennifer Meyer, and Irene Neuwirth have designated a large percentage of proceeds from their most popular pieces to go towards charities helping on the front lines. Although in the early stages, these initiatives have already managed to raise substantial necessary funds for important causes.
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