Giorgio Armani is one of the Italian brands that have most sustained the fight against Covid-19. The brand has immediately converted its production facilities to make single-use gowns to donate to the Italian hospitals. But also, King Armani has been the leader of a real fashion revolution that is convincing and incorporating many other brands.
Also Gucci creative director, Alessandro Michele, has announced the brand will stop following the crazy rhythm of fashion calendar and will present only two shows per year. The diamond of the Kering group has revolutionized the e-commerce world with Gucci Live, the new online service that allows to video chat with real shop assistants. This initiative will be appreciated by the clients who have converted to online shopping during the pandemic and they will purchase from home with a closer distance between the virtual and offline stores.
Let’s talk about Cucinelli. The Umbrian brand always stood for the respect of human dignity, but we have not really heard a lot about its commitment to stop the virus. It has partnered quietly with the University of Perugia to identify the best diagnostic and management strategies to create a business recovery working model that will guarantee the safety of the employees.
Another Italian brand that was involved in the research to stop the virus transmission, but that as well as Cucinelli was not in the spotlight, is Dolce & Gabbana. The designers have financed a study by Humanitas University to understand the responses of the immune system to Covid-19 and to consequently establish the necessary diagnostic and therapeutic interventions to solve the pandemic.
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