They say in crisis, humanity shines, and the fashion industry is continuing to prove this with incredible generosity in response to the Coronavirus crisis. We already know the extraordinary donations various fashion houses have made to the Covid-19 pandemic: Prada donated six complete Intensive Care Units to three hospitals in Milan, Giorgio Armani donated 1.25 million euros to four different hospitals in Italy, Donatella Versace donated 200,000 euros, LVMH are making hand sanitiser in lieu of perfume in its fragrance factories, Moncler donated 10 million euros to The Fiera Hospital Project and Zara Spain is making masks for patients and health workers affected.

But the fashion benevolence continues with news three of the biggest powerhouses in fashion – Prada, Kering and LVMH – are shifting their supply chains to manufacture millions of medical masks and hospital equipment.

Following the news LVMH was making sanitiser in its factories instead of perfume, the luxury conglomerate has now announced it would be supplying the French government with more than 40 million face masks in the coming weeks after striking a deal with a Chinese manufacturer.

PARIS, FRANCE – MARCH 15: A closed Louis Vuitton shop is seen on the Champs Elysees on March 15, 2020 in Paris, France. France closed restaurants, cafés and non-essential stores and Spain imposed a national lockdown as European governments from Scandinavia to the Balkans increasingly curtailed public life to fight the coronavirus. (Photo by Stephane Cardinale – Corbis/Corbis via Getty Images)

The Kering Group, who own Gucci, Saint Laurent, Bottega Veneta and Balenciaga, has also pledged 3 million medical masks from China, while Italian house Prada have announced they are to produce 110,000 masks and 80,000 medical overalls to relieve the shortage in their native Italy, a country devastated by the virus. This follows a plea for assistance from the Tuscany Region who are severely encumbered, with the masks and overalls delivered to healthcare personnel around the region by April 6. All items are being produced in Prada’s factory in Montone, which has been kept open for this purpose.

High-street brands are also pledging assistance, with the H&M Group announcing it would be altering its supply chain to produce equipment for hospitals and healthcare workers, while Spanish retailer Mango has donated 2 million face masks to hospitals across Spain.

TURIN, ITALY – MARCH 19: General view of Gucci luxury clothing store closed in Via Roma in Turin during on the Italy Continues Nationwide Lockdown To Control Coronavirus Pandemic on March 19, 2020 in Turin, Italy. The Italian government continues to enforce the nationwide lockdown measures to control the spread of COVID-19. (Photo by Stefano Guidi/Getty Images)
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