LOCKDOWN LEADER: Burberry
The check may be Burberry’s most iconic design, flaunted by everyone from Beyoncé to Madonna and Kate Moss. And now the fashion house has produced its most desired line yet – but you won’t see it on the catwalk.
In the fight against Covid-19, the British luxury brand has repurposed its trench coat factory in Castleford, West Yorkshire, to make non-surgical gowns and more than 100,000 surgical masks for tireless NHS workers and their patients, employing its global supply chain to deliver them as fast as possible.
“Burberry deserves credit for what they have done so far for the nation and hopefully there will be lots more Burberry gowns to come,” said Health Secretary Matt Hancock. While journalist Tom Peck tweeted: “Cannot wait to see that ward. Like Daniela Westbrook at an England away game.”
But that’s not all: the label is also donating to UK food poverty charities, including FareShare and The Felix Project, and funding research into a vaccine developed by the boffins at Oxford University – who have a great record in coming up with antidotes for the likes of Ebola and MERS. “The university has one of the world’s best track records in emergency vaccine development,” said Burberry, “and its Covid-19 vaccine is on course to begin human trials [in April].” Said Professor Gavin Screaton, head of medical sciences at Oxford, “We are delighted with Burberry's generous support for the University's research into a vaccine for COVID-19. Burberry's gift is an example of forward-thinking corporate philanthropy that complements and bolsters government and other investment in Oxford’s leading global talent in this field. Donations like this have real and rapid impact, allowing us to be agile in our response, to accelerate this time-critical research.”
Said Burberry’s CEO Marco Gobbetti, “In challenging times, we must pull together. The whole team at Burberry is very proud to be able to support those who are working tirelessly to combat COVID-19, whether by treating patients, working to find a vaccine solution or helping provide food supplies to those in need at this time. COVID-19 has fundamentally changed our everyday lives, but we hope that the support we provide will go some way towards saving more lives, bringing the virus under control and helping our world recover from this devastating pandemic. Together, we will get through this.”
And other fashion houses are following, er, suit: while Ralph Lauren has donated $10m towards coronavirus relief, Chanel is also making protective medical clothing. It’s true: sometimes the right outfit at the right time can really be a lifesaver.