Prada AW20. Courtesy of Prada.
In recent years, face masks and overalls have seen a surge in popularity as streetwear and workwear movements have cemented their position within the industry. The prospect of Prada making their own face masks and overalls three months ago would have had everyone from giddy hypebeasts to capital ‘F’ fashion snobs salivating, but now as the world attempts to cope with the pandemic, the move is an necessary one for healthcare, rather than for fashion.
Outside of China, Italy has been the nation worst hit by the virus, with more than 5,500 Italians testing positive for the virus everyday as reported at the weekend. As governments and NGOs alike frantically attempt to respond to the pandemic, we have seen the fashion industry offer up its resources in an attempt to help flatten the curve.
Today, Prada said that they will keep the doors of its Perugia-based factory open, pledging to produce 110,000 face masks and 80,000 overalls for Italian healthcare workers, until at least 6 April. Prada’s announcement comes on the tails of LVMH who have utilised their existing infrastructure to extend support to those in need—its Givenchy, Guerlain and Dior perfume production lines are producing hand santiser for French hospitals. Prada Group has also announced that Miuccia Prada, along with the group’s co-CEO and chairman, have personally donated to intensive care and resuscitation units in Milan hospitals.