Spanish luxury label Loewe is the latest in a long list of names joining in the communal effort to fight against COVID-19. On Monday, April 20, with a note signed by CEO Pascale Lepoivre and by Creative Director Jonathan Anderson, Loewe brought to the public’s attention the initiatives it has taken in the effort against the pandemic.
Loewe, which is owned by French luxury group LVMH, is collaborating with Plataforma de Infancia, an association of 67 Spanish community organizations working to protect the rights of children and adolescents. The association’s goal is to launch a series of summer educational programs to reduce social inequality and the number of school drop-outs. Loewe will donate €500,000 to these educational projects and has also pledged to donate €40 for each product of the Paula's Ibiza collection sold between May and August this year, both at physical stores and online.
At the same time, Loewe will donate 100,000 surgical masks to the Spanish Red Cross. The label is producing non-surgical masks at its factory in Getafe (Spain), which will be made available to volunteer workers and employees of Loewe and their family members.
Since the beginning of the health emergency, the LVMH group has been active in the fight against the pandemic. Among other initiatives, LVMH has donated 10 million masks in France (worth €5 million), and has switched the cosmetics and fragrance production lines of Christian Dior, Guerlain and Givenchy to the manufacturing of hydro-alcoholic gels. At the end of Q1 2020, the group owned by Bernard Arnault recorded a 15% revenue shortfall, down to €10.6 billion.