Photo: Pitti Immagine Apartment Fashion show Spring Summer 2020 collections
In such a hard time, during which the whole world stopped to fight the emergency of the Coronavirus outbreak, many brands and stylists have mobilized to support research and the health system, through important donations or with the production of masks and gowns for medical workers. Among them is the kid’s fashion industry, traditionally linked and deeply connected to the territory and the population. Here are some of the kids fashion brands against Coronavirus initiatives.
First to carry out strong actions Armani which owns, among the others, the kids fashion brand Armani Junior. A few days after the fashion show held behind closed doors, the designer has donated two million euros for the research against Coronavirus and closed all his stores, restaurants and hotels.
In addition, last Thursday Armani declared that all of its Italian production plants would start producing single-use medical overalls, in an effort to support healthcare workers in the Coronavirus pandemic.
Photo: Emporio Armani Junior Spring Summer 2020 collection
Among the kids fashion specialists that have been able to convert their production lines, we want to mention Aletta, the company based in Santa Maria a Monte (Tuscany region) that produces babies and kids high-end garments, that in the record time of just 5 days was able to start the production of gowns for medical workers to be used in hospitals.
“We couldn’t drop this for a thousand reasons, the first for a humanitarian question,” says Marco Pro, owner and founder of the company. In the coming weeks, employees will work at full speed to produce 5,000 gowns a day for a total of 150,000 garments.
Photo: Aletta Couture spring summer 2020
On Tuesday this week, the Baby Dior factory based in Redon, within the Brittany region of France, reopened and started producing hygienic masks with volunteer staff. Being part of the luxury conglomerate LVMH, the maison Dior is joining the ongoing effort to help health-care personnel during the Coronavirus crisis.
Photo: Baby Dior workers making hygienic masks
Edizione Srl, holding of the Benetton family, donated 3 million euros to support four hospitals, committed to fighting the Coronavirus emergency in Italy. The donation concerns the Luigi Sacco Hospital in Milan, Lazzaro Spallanzani and Agostino Gemelli polyclinic in Rome, Ca ‘Foncello in Treviso, the city of origin and the headquarters of Benetton.
Photo: Pitti Immagine Benetton Fashion Show during Pitti Bimbo
FUN & FUN
Among the ‘kids fashion brands’ against Coronavirus initiatives is one organised by FUN & FUN, owned by the Catapano group, that has decided to support the Naples Cotugno hospital, by devoting 20% of its online sales up to April 30.
Photo: FUN & FUN spring summer 2020
Monnalisa has chosen the city of its foundation, Arezzo, to provide real and effective support. From March 18 to April 3, 5% of online purchases on the site monnalisa.com will be donated. The funds raised will go towards the building of facilities for the resuscitation department. Monnalisa will top up these funds with a direct contribution.
In addition, Monnalisa has devoted part of its production, using non-woven fabric, to the making of surgical masks needed by municipal police, medical and paramedic staff. The children’s luxury company will deliver its first batch of 2,000 disposable masks by today to the local health authority.
“My wife Barbara and I, are really grateful to the city of Arezzo. We extremely love this town as it played a fundamental role in our family and company history. We are an active part of this community, that also includes the families of the people working in our company. It is now time to get involved in the front line and join forces to support those that are working for the good of all of us” stated today Piero Iacomoni, founder of Monnalisa.
Photo: Monnalisa Fruits and Juices spring summer 2020
Ri.Volta, the company specializing in the production and distribution of children’s clothing, as well as licensee of 2 kids brands, Berna and Squad, has decided to support the crisis through the rapid production of masks to be provided to hospitals, pharmacies, clinics, and other local health structures.
The company, which is based in Campania, has involved the entire production chain and promptly activated its suppliers converting the production into masks – 100% Made in Naples.
Save The Duck
The sustainable clothing brand Save The Duck, that has a line for both boys and girls, has launched a fundraising campaign, active until April 3, during which the 20% of their proceeds from the online sales will be donated to the operating units of Infectious Diseases of the Sacco hospital based in Milan.
Photo: Save The Duck kids collection Spring Summer 2020