Victoria Beckham is one of several fashion brands donating a part of their sales to organizations fighting the spread and impact of the coronavirus outbreak.
The London-based luxury fashion house has announced that 20% of all sales transactions occurring from 25 March will be donated to Feeding America in the US and The Trussell Trust in the UK.
This includes all sales from the brand’s online shop and the dedicated online destination for Victoria Beckham Beauty. The flagship store on Dover Street in London is currently closed.
“At Victoria Beckham and Victoria Beckham Beauty, we firmly believe that during these uncertain times, feeding yourself and your family should not be one of those uncertainties,” said the designer label on its website.
“We are committed to helping the most vulnerable people in our communities: the nurses and healthcare workers who are sacrificing their own health to treat and care for others; the teachers who are continuing to support their classrooms; mothers and children, many of whom are now at home, balancing full-time jobs and homeschooling; and the elderly, who are at greatest health risk and unable to go out to shop for themselves. Above all, we stand behind the women who are supporting other women through this challenging time.”
Both Feeding America and The Trussell Trust are dedicated to stopping hunger and poverty. Feeding America has a nationwide network of more than 200 food banks that feed more than 46 million people through food pantries, soup kitchens, shelters, and other community-based agencies. And The Trussell Trust supports a network of over 1,200 food bank centers across the UK.
Victoria Beckham is not the only brand to donate part of its sales to combat the COVID-19 pandemic. Earlier this week, Kim Kardashian’s Skims shapewear line said 20% of profits will go to Baby2Baby’s COVID-19 Emergency Response Program, but the announcement was met with varying degrees of incredulity and criticism on social media, with many users accusing the reality star of “trying to make a profit”.