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08/04/2020 | FASHION

BIG GENEROUS BRANDS

Armani, Prada, Versace, Dolce&Gabbana, Gucci, Trussardi, Moncler, Zegna, Benetton ... and many many more. They are the big of fashion that we meet every day at Superstudio 13, our photo studio where they make their very blinding shooting. For once, all united in a generous gesture that wants to help Italy in the terrible situation of the coronavirus. King Giorgio was the first with a millionaire donation that showed the way to other brands and also among the first to reconvert all his companies to produce lab coats and medical devices for hospital workers because "all Giorgio Armani is sensitive to this reality and is close to all of you: from the stretcher bearer to the nurse, from general practitioners to all specialists in the sector. I am personally close to you". Prada donated two complete intensive care stations to each of the hospitals of Milan Vittore Buzzi, Sacco and San Raffaele.
Carlo Capasa, president of the Camera Nazionale della Moda Italiana (National Chamber of Italian Fashion) has activated all members to pay contributions to donate respiratory machines and other medical materials to the hospitals that need them through the Extraordinary Commissioner for Emergency and Civil Protection, starting from the new ex Fiera Milano hospital , which will be an intensive care center at the service of Lombardy and throughout Italy: “with Italia we are with you the members of the Camera Moda and all the companies in the Fashion sector show their heart and their attachment to our country. Our associates have put in place many and very generous individual initiatives, have converted the production areas of their companies to make face masks and medical clothing and have proven to make system. Gucci has donated more than a million face masks and 55.000 lab coats made with its supply chain because, as Alessandro Michele says, "Gucci has created an open and free world, but above all it is a global community. We ask you all to become the changemakers of this crisis and join us in the fight against the coronavirus."
Damiani as well, as Luisa Spagnoli (and as Superstudio), found the face masks to be donated to hospitals on the international market. Other personalities are involved differently: Bulgari started producing hand sanitizers gel, Chiara Boni has put a t-shirt up for sale in favor of Lombardy Healthcare Association because "it is essential to remain united in the fight against a common enemy, especially in support of those on the front line". Trussardi donates 100% of sales on trussardi.com to support the Hospital of Bergamo because "our commitment now is directed to the care of people who risk their lives because of the Coronavirus".
Dolce&Gabbana supports Humanitas University "because we felt we had to act: in these cases the important thing is to make the right choice. Supporting scientific research is a moral duty for us."
Diego Della Valle has set up a fund for families of Covid-19 health workers victims. Among the first to move in this direction Chiara Ferragni and Fedez with a fundraiser with a rich result that allowed to finance in record time the field hospital of San Raffaele Hospital of Milan: "We hope that our initiative will sensitize people in Italy and abroad to the coronavirus emergency in which we are all involved". With many others continuing to join in the race of generosity, so it is.




Chiara Ferragni and Fedez
Alessandro Michele, Gucci
Carlo Capasa, Camera Nazionale della Moda Italiana
Giorgio Armani

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