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August 28, 2020 4 min read

The mascara Mazara, Wheaton's alcoholic fashion houses such as Dior, Louis Vuitton and Balenciaga are joining the fight in Corona, turning the clothing and haute couture factories into the production of essential masks, bathrobes and disinfectants. This is the great test hour for the industry that has always been accused of cynicism and detachment from the elite reality Offenhlaoi Vuittonzara Corona The corona factories will eventually disappear, but its economic impact will continue for a long time to come. These days, the biggest test of corporate responsibility is taking place all over the world and in the fashion industry in particular, and businesses that have the knowledge and ability to do something for the common good are being recruited. Read more in Calcalist: Armani, Versace and also Gucci: The fashion industry is mobilizing for Italy Kimono for the Z generation: The blossoming of the Japanese national costume The designer who lives in Off White A woman passes by a closed Vuitton store in Turin, Italy. LVMH will purchase 40 million masks from China for hospitals in France A woman passes by a closed Vuitton store in Turin, Italy. LVMH will buy 40 million masks from China for hospitals in France Photo: Getty Images "The luxury industry has long talked about authenticity. The response of brands in this crisis and their course of action will give new meaning to this word," said Rebecca Robbins, consultant for fashion companies at Interbrand. It's not just the huge luxury corporations Kering, which turns the Balenciaga and Saint Laurent fashion houses into stringent-quality masks, and LVMH, which has served the production lines of its cosmetics and perfume line from the Givenchy and Garlan housing estates, among others. For the production of alcohol, and has already donated 12 tons of the requested disinfectant to 39 hospitals in Paris and has pledged to supply 40 million masks to be purchased from China - 10 million, at a cost of 5 million euros financed, will arrive in France in the coming days. "We need to take steps and lead by setting an example and helping all the communities in which we operate in these dramatic times," said Koti. "The answer to the question is that Armenians are contributing money. Even smaller companies, such as the American beauty company Koti, have joined the global shortage of alcohol." How the cosmetics companies managed to turn their production lines quickly and stand The strict standards of disinfectant production lie in the fact that the standards are quite similar, and the raw materials are also within reach. Thus, for example, the preparation of alcohol requires three ingredients: distilled water, ethanol and glycerin - and these are abundant in the cosmetics industry (alcohol for perfumes and glycerin for creams). The same goes for packaging. That means Louis Vuitton, Dior or Garlan, for example, already had an independent supply chain. In addition, ties to the administration also helped here. LVMH, for example, is a family-run company firmly run by Bernard Arno, with connections that help it move things quickly. According to a senior doctor in the French national medical system in the economic elite, everyone knows everyone. "It may be uncomfortable on days like theirs, but it's great in times of crisis," he told the Financial Times. Mass-produced textile companies are also turning their production lines in an effort to eradicate the global epidemic: Zara's parent company Inditex makes masks and hospital gowns in Spain, as do American America Apparel and Italian textile company Mirolo, which has 11 fashion brands. Its plant in northern Italy seeks to support local doctors and continue to keep the production line open; And manufactures masks that meet the medical standard. In the coming weeks, they will produce about 600,000 masks, with the production volume reaching 100,000-75,000 masks a day. Aside from the production of means that are lacking in the market, there are companies that are mobilizing to help small boutiques and designers in distress. For example, the prestigious online site Farpach supports independent Italian boutiques that sell through its platform and offers them logistics and storage and transportation services. The question is how long will the factories be able to stay open and how will they pay the workers, if their output is donated for free. In addition, the world of production and supply was hit, with factories closed and workers sent home, and many fashion companies, including Ralph Lauren and Barbary, have already issued a warning of a drop in sales. In the US, textile factories are expected to produce up to 10 million masks a week. In Israel, the situation is more complex. Even on ordinary days, fashion designers here are struggling to survive, the local textile industry has disappeared and the closure of production lines in China about two months ago and the new restrictions on traffic are a severe blow to the industry. Local production of masks and robes for hospitals seems like an impossible dream. According to Ramzi Gabay, a veteran textile manufacturer and former chairman of the Textile Association, Israel is not prepared for local production. "Unfortunately, the textile industry has shrunk in recent decades. Everyone thought we were a global village, and there was no need to produce cheap stuff here. Gabay is currently working to connect suppliers and manufacturers to industry. Together with the chairman of the high-tech association, Zvi Marom, he proposed making simple and reusable cloth masks for the public for a nominal fee. For now, things have not worked out.

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