The luxury brands support scientific research
Not just social and environmental fashion sustainability: in the post-Covid era, luxury brands are at the forefront of supporting also scientific research. Big names in fashion, on the heels of the automotive market brands, are on the field to engage also from an economic point of view with donations and foundations for scientific purposes.
A remarkable example is Bulgari who, after having already made an important donation in support of the research department of the Lazzaro Spallanzani hospital in Rome, where the team that first managed to isolate the virus works, has now announced the birth of the Bulgari Virus Free Fund, a non-profit organization that will fund the search for different types of viruses. In particular, the fund will support the Jenner Institute of the University of Oxford and the Lazzaro Spallanzani National Institute for Infectious Diseases in Rome.
Not only sustainability, but commitment in the front row
“It is important that the major maisons are personally committed to support research and increasingly focused on renewing production processes by aligning them with a greater idea of ethics and sustainability” – comment from the Metalplus management, an Italian company that deals with accessories and metal components for the major luxury brands in the fashion market, since this year part of the VRM SPA Group.
The hope is that many others will follow the fashion house’s example.
Fashion is starting up again
In the meantime, Italian fashion is also starting up between events that are still strictly web and also some returns to normality with live events.
In fact, from 14 to 17 July the first Digital Fashion Week debuts with the men’s and women’s collections and the P-E 2021 pre-collections to which 37 brands have joined, including Prada, Gucci, Missoni, Ferragamo, Tod’s …
Some maisons have chosen to organize live fashion shows with limited audiences, and then transmit them digitally. Among them Etro and Dolce&Gabbana.
The hybrid formula of the live show streamed was also adopted by Valentino and Dior for the haute couture fashion shows that will be held respectively on July 21 in Cinecittà and July 22 in Lecce.
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