How the fashion industry has come together during the global pandemic

by Aakriti Patni

With COVID-19 keeping us home, both international and homegrown businesses continue to suffer inexplicable losses while trying to stay afloat in trying times. If you’re glued to the news like we are, you’ll know that the fashion industry has been dealt a major blow by the pandemic but that hasn’t stopped it’s key players from doing their bit to help. Below, we take a look at the heartwarming efforts being made by labels world over to help win the war against the virus.

Anita Dongre

The Anita Dongre Foundation has established a Rs 1.5 million fund for medical treatments. It will be available to small vendors, local artisans and other partners the label works with. For its in-house employees, it has set up paid leave and medical insurance that extends to family members as well.


In the coming weeks, Italian powerhouse Gucci will produce 1.1 million surgical masks and more than 55,000 medical overalls for healthcare workers in the Tuscany region of Italy.


The label known for its traditional Benarasi weaves employs over 8,000 weavers. Even after shutting operations, it continues to support the weavers’ community by providing an advance pay to all employees as well as setting up a contingency fund for them.


The Swedish label’s nonprofit counterpart, the H&M Foundation has donated USD 500,000 to the COVID-19 Solidarity Response Fund. It is also working towards producing protective equipment to hospitals and health care workers within the European Union.

Limerick by Abirr n’ Nanki

While fashion giants are doing their part, small scale labels within the country are rising to the occasion as well. Limerick by Abirr n’ Nanki has pledged to donate 3,000 masks for healthcare workers in Kasturba Hosptial, Mumbai. They have also donated to charitable fund Dharma Bharti Mission, to raise money for daily wage earners.

Donatella Versace

As Italy strives to survive the onslaught of coronavirus, designer Donatella Versace has stepped up to support her country. She has made a generous donation on behalf of her daughter, Allegra Versace and herself of EUR 200,000 to the intensive care unit of the San Raffaele hospital in Milan.

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