Luxury Brands Support Italian Hospitals
Prada have donated six intensive care units to three of Milan's biggest hospitals (two units each) to help cater for the rising number of cases. Donatella Versace and her daughter Allegra Versace Beck have also made a donation of €200k ($217k) to the intensive care unit at Milan's San Raffaele hospital, which has been appealing for help as cases continue to grow.
Additionally, Giorgio Armani has made a donation of €1.25m ($1.35m), which will be distributed between one Rome hospital and three in Milan. Italian native and Gucci president and chief executive Marco Bizzarri made a personal donation of €100k ($108k) to the AUSL IRCCS of Reggio Emilia (a group of eight hospitals), and Sergio Rossi has pledged to donate 100% of its profits from March 14-20 to the ASST Fatebenefratelli Sacco hospital in Milan. Italian label Moncler have also pledged €10m ($10.7m) towards the building of a new hospital in the country's worst-hit region of Lombardy, that will be solely dedicated to treating those infected with the virus.
In a time of crisis, it is necessary for brands to work with and support their communities in any way they can, and although luxury brands have suffered losses due to the coronavirus outbreak, these brands have pledged their support to the people of Italy.