How the world fashion brands approach the situation in Ukraine

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At a time when the conflict between Russia and Ukraine is escalating, even big brands in the fashion industry are making peace and using their platforms to share charitable donations and useful resources. Many of them are also stopping trade in Russia. It should be noted that some took a few days to react, for example: Gucci, Prada, Versace, Fendi or Miu Miu from the Milan Fashion Week remained silent and the only thing you could see on their social networks over the weekend was only fashion .

“Russian clients make up about two to three percent of the luxury goods market. Of course, brands are nervous not to upset them. In addition, they may assume that these customers are anti-Putin. But just as football leagues refuse to send their teams to play in Russia, it would be appropriate for the fashion world to take the same approach. “ wrote Ukrainian designer and hatter Ruslan Baginskiy and indicated that it cannot be neutral today.

Russian President Vladimir Putin has said after months of growing tension February 24 Ukraine war and launched an invasion of the country. At the same time, Europe was the month of fashion top brands showcased collectionswhich have been preparing for several months. While the charm of the catwalk has been found inappropriate by some people on social media, many large fashion houses have in the end involved in the action with financial support and helping refugees on the spot.

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Among the companies that own the most luxurious fashion houses are Keringwhich stands at the forefront of brands like Gucci, Alexander McQueen, Balenciaga, Bottega Veneta and Saint Laurent, has announced that it will provide a significant donation to support thousands of refugees.

Supermodel Gigi Hadidwho was one of the most sought-after models on European catwalks last month, also announced that she was donating the proceeds from the fashion show in the autumn of 2022 to help Ukraine.

Gucci devoted $ 500,000 UNHCR through its Chime for Change initiative. LVMH dedicated to the International Committee of the Red Cross (ICRC) EUR 5 million to help direct and indirect victims of the crisis. In addition, the company is launching an ICRC support campaign to facilitate contributions from employees of the group and its 76 fashion houses. Companies Chanel announced a gift of EUR 2 millionwhich will be dedicated to two humanitarian organizations, Care and UNHCR.

Louis Vuitton provided UNICEF with an immediate donation of EUR 1 million to help Ukrainian children and families. After showcasing its latest collection in Milan, the Armani Group quietly out of respect for the war in Ukraine announced that it was dedicating 500,000 euros The Office of the United Nations High Commissioner for Refugees (UNHCR) to help and protect those who were forced to flee the war in Ukraine. Smaller brands such as Adidas, H&M, Nike, ASOS, Puma, Under Armor, Mango and others also took part.