How Brands in Fashion, Beauty, Luxury & Lifestyle are Fighting Back Against Coronavirus

Updated: Mar 31, 2020

There is only one topic on everyone’s mind at the minute - coronavirus.

We are living through tough and turbulent times, but through this pain we are also witnessing immense kindness.

In these past few weeks and days, I’ve seen brands in our industry show selflessness, solidarity, community, empathy and light.

We're all in this together after all. This is on our doorstep, in our homes and will affect our lives for many months to come.

And the kindness, openness and collaboration I have seen from many individuals and brands is astonishing.

Fashion: People Need People

For many businesses, staff working from home is little more than an inconvenience thanks to technology. But not all companies are able to carry on with their everyday business activities.

Physical retail stories, deliveries and manufacturing have all been affected.

There has been a wave of global store closures in the past couple of days, with stores looking likely to be shut until April (at the earliest).

However, brands such as Patagonia are going the extra mile to ensure their employees are taken care of even though they are unable to work.

Founder Yvon Chouinard is once again choosing to put employees first and likely forgoing profits. The company has promised to pay its employees while it shutters all stores and offices in response to the COVID-19 pandemic.

“The scale of impact is still unknown, and we want to do our part to protect our community especially while testing availability is unknown”

Rose Marcario, CEO and President of Patagonia, wrote in a letter posted on the company's website on Friday, march 13.

“It’s everyone’s responsibility to help stop the spread of this virus.”

Many other retail chains, including Apple, Everlane and Urban Outfitters, are choosing to do the same and pay their employees for lost shifts.

Beauty: Selflessness and Self Care

Companies in the Beauty industry are similarly adjusting their way of working, and big names are accepting their moral obligation to help those in need.

In a true show of community spirit, LVMH has announced that they will use their resources to produce hand disinfectant gel. This is to help alleviate nationwide shortages of the product in the wake of the coronavirus outbreak. The beauty giant will provide the gels free of charge to French health authorities and Assistance Publique-Hospitaux de Paris.

To support those in need, Shiseido announced the “Relay of Love Project” in the hope that everyone affected may return to health and safety as soon as possible. They donated £1.2 million to support the procurement of necessary materials for medical treatment and infection prevention.

The company also promised to donate a portion of regional sales for continuous supporting actions.

Companies are also evaluating their regular practices and making restrictions to reduce the risk of infection. Makeup artists are finding alternative ways to apply makeup, companies look for new ways to entice customers without using makeup testers and all brands are now putting hygiene at the forefront.