Marie Claire (Malaysia) : 2020-05-01

Fashion : 18 : 16

Fashion

Fashion High Fashion Takes A Stand Against the COVID-19 PANDEMIC As the world battles the turbulent effects of COVID-19, fashion’s most prestigiou­s luxury groups join in on the fight against the novel coronaviru­s W #1 KERING GROUP hether you’re reading or watching the news, it may seem as though everything we’re going through is harrowing. But in these trying times, many high fashion brands are stepping up to the plate by showing their support in the fight against the infectious respirator­y disease, COVID-19. From donations to manufactur­ing medical essentials, these brands are doing all they can for those in need amidst the crisis: Known for managing fashion giants that include Gucci, Bottega Veneta, Saint Laurent, Balenciaga, and so on, this luxury group is also playing their part in combating the Coronaviru­s (COVID-19). In their global efforts, Kering supported Italy’s fight against the pandemic by donating to four major hospital foundation­s in Lombardy, Veneto, Tuscany, and Lazio. Contributi­ng to China’s fight against the disease, a donation was also made to the Hubei Red Cross Foundation. Meanwhile in France, the luxury group made a financial donation to Institut Pasteur in support of their research into COVID-19. Kering’s huge efforts are also followed by Gucci’s €2 million donation to two crowdfundi­ng campaigns. The Italian brand also plans on donating 1.1 million surgical masks and 55,000 medical overalls (subject to approval from medical authoritie­s) to the health authoritie­s in the Tuscany region. Taking a different approach, Gucci has even focused their Instagram page as a platform to inform their followers on ways to flatten the curve of COVID-19’s infection rate by sharing official messages from the World Health Organizati­on. Meanwhile, Bottega Veneta launched Bottega Residency, a multi-platform concept that lends a space each week to its list of collaborat­ors, muses and talents. The platform allows its viewers to experience live performanc­es by collaborat­ing artists, cooking shows from popular chefs, and a movie night on Sundays. Bottega Residency kicked off with an opening from creative director of the brand, Daniel Lee and is readily available on Instagram, Youtube, Weibo, Line, Kakao, Spotify, Apple Music, as well as their mini-site on www.bottegaven­eta. Kering’s future plans consist of providing three million surgical masks imported from China to French Health services while manufactur­ing their own masks in Balenciaga’s and Saint Laurent’s French workshops. The group’s vision towards the future gives us hope that there is light at the end of the tunnel. With optimism in our hearts, Kering’s efforts and kindness will be recognised and stand the testament of time. 16 MARIECLAIR­E.COM.MY May2020

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