What are the luxury brands doing during COVID-19

Blogging during this uncertain time has me at my wits end.  I still find myself full of ideas, but battling with how writing about a luxury item in this time is not in bad taste.   And then I had a lightbulb moment.  Why not look at what are the luxury brands doing during COVID.  How are they coming to the Corona party?

It didn’t take much searching to see what some of my favourite brands are doing to help humanity.

Louis Vuitton

The fashion house has repurposed several of the Maison’s ateliers across France to produce hundreds of thousands of non-surgical masks.  They have partnered with the Mode Grande Quest textile network, to make and donate the much needed protective gear to frontline healthcare workers.




De Beers Group

The diamond company, which also owns Forevermark, will donate $2.5 million to coronavirus efforts in Botswana and Namibia.  Support will come in the form of procuring medical supplies, providing food and water to those most vulnerable and other logistical support.

They have converted their 3D printers in the UK to make parts for face shields.



Can we applaud this iconic brand for their efforts.  Not only are they donating €20 million to Paris’ public hospitals, 30 tons of hand sanitiser and 31 000 masks produced in their factories, they are paying their 15 500 employees their regular salary.  All this thanks to its strong cash reserves.





Capri Holdings

You may not recognise the name.  So let me enlighten you.  They are the owners of Michael Kors, Versace and Jimmy Choo.

They have pledged $3 million to the coronavirus fight.  Kors is giving $2 million to aid relief efforts in New York City.  Versace is pledging $400 000 to the San Raffaele Hospital  in Milan and $100 000 to the Camera Nazionale della Moda Italiana.   Camera Nazionale della Moda Italiana is working on getting ventilators and other equipment to the hospitals in the country.  Donatella has made a personal donation of €200,000 to the intensive care department of San Raffaele.   Jimmy Choo will be giving $250,000 to each of the National Health Service and the World Health Organisation’s Solidarity Response Fund in the UK.


Chanel has stepped up in France by starting manufacturing gowns and masks for health professionals and police officers.  According to the Health Minister, the country uses 40 million masks in a week.  Like every other country, France too are suffering from a shortage of protective gear.  The Maison is also donating €1.2 million to French emergency services and Parisian hospitals, 50 000 masks for police officers, firefighters and visitors to the hospitals.

There is not one of my favourite brands that have not come to the COVID party.  Seeing this makes my heart so happy, knowing that not only do they care about offering luxury items to everyone, they have humanity.

Do you want to read about more brands doing these amazing things?  Let me know in the comments.

In the meantime, stay home, and stay safe.








Adele Koolen
Adele Koolen

Luxury Brands Editor

Adele’s romance with luxury began when her grandmother sprayed Chanel no 5 on herself for the first time. As the owner of a digital marketing business, Social Link, she works with luxury brands and products on the daily. Her advice is to invest in that one luxury item that you’ve always wanted and to build your closet around it. Save up for what you really want, you deserve it!

1 Comment
  1. Well done to these iconic brands for stepping up! Fab article and an uplifting read during this difficult time. Thank you 👏🏻👏🏻👏🏻

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