LOEWE is the latest luxury brand to announce a contribution in the fight against coronavirus. But LOEWE is doing things a little differently. The designer's initiative focuses on many of the overlooked social impacts of the pandemic outbreak.
As we know, self-isolation measures are potentially dangerous for vulnerable groups like abused children and victims of domestic violence. The evidence shows that movement restrictions have caused an increase in domestic abuse worldwide. And LOEWE is looking to offer support and education around this sensitive and heart-wrenching issue.
The designer's plans include an initial 500,000 Euro donation to educational projects, with 40 Euros for every purchase from the Paula’s Ibiza collection donated thereafter. LOEWE will partner with an organisation called Plataforma de Infancia, which works to protect children and teens. In addition, LOEWE is donating thousands of surgical masks to frontline workers and is using its Getafe factory to produce them.
LOEWE CEO, Pascal Lepoivre and Creative Director, Jonathan Anderson have explained the initiative in detail in a joint statement:
“Joy, in these troubled times, means to maintain a positive outlook on things. Children are joy and deserve joy.
To ensure a better future for children in socially vulnerable groups affected by the COVID-19, LOEWE will be donating, for every product of the Paula’s Ibiza collection sold between May and August 2020 in LOEWE stores and on loewe.com, 40 euros to educational projects, starting with an initial donation of 500,000 euros. To achieve this LOEWE is collaborating with Plataforma de Infancia —a Spanish alliance of social organizations that works to protect children and adolescents’ rights— to launch a series of educational programs this summer in Spain which aims to reduce inequality and school dropouts.
At the same time, in the wake of the current situation, in order to give effective help to the institutions which are on the frontline in fighting the pandemic, LOEWE is donating 100,000 surgical masks to the Spanish Red Cross.
In addition, aware that protection aids are of extreme importance to contain the pandemic, LOEWE is producing non-surgical masks in its Getafe factory. The masks are to be distributed to volunteer workers, LOEWE employees and their families.”
In the recent weeks, we've written a lot about the outpour of support from the fashion community. It's something that gives us hope and comfort during this challenging time. We've seen Prada making masks and protective overalls for medical workers, we've seen Pyer Moss offering financial aid to small businesses who have taken an economic hit and we've even seen brands like Estee Lauder use their factories to make hand sanisters for those who need it.
Stay safe, stay home.