Luxury brands mobilize for Ukraine

While France follows the evolution of the Russian invasion in Ukraine, the luxury groups have decided to bring their help.

The luxury brands wish to contribute to the collective effort to help the Ukrainian population, forced to flee the country while the conflict with Russia has been going on for a week now. For example, the LVMH Group has made an initial emergency donation of five million euros to support the International Committee of the Red Cross (ICRC), which has been mobilized in Ukraine to help the direct and indirect victims of the conflict. The Group is also organizing a fundraising campaign for the ICRC to enable employees who wish to contribute to this collective effort to do so.

The Heart Fund, launched by LVMH in 2021, has also been particularly active in providing financial and psychological support to all employees, particularly those directly affected by the conflict.

Another group involved, Kering said it would make a “significant donation” to help refugees who had to flee their country: “In order to contribute to humanitarian efforts to provide assistance and support to Ukrainian refugees, Kering will make a significant donation to the UNHCR, the United Nations Refugee Agency (…) We hope for a peaceful resolution of this conflict,” says the group on Instagram.

Balenciaga has deleted all its photos on Instagram and plans to relay the information: “We are for peace and have donated to the WFP to support the first humanitarian aid to Ukrainian refugees. We will open our platforms in the coming days to report and relay information around the situation in Ukraine. Follow the link in the bio to make a donation now“. This is the message on the only remaining publication on the brand’s page.

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Other brands that have lent their support include Burberry, which said in a statement that it was donating to the British Red Cross appeal for Ukraine, “which is working to provide emergency aid, food, warm clothing and shelter to communities in desperate need.”

Also, major players in the automotive industry have taken action as Aston Martin, Jaguar and BMW have announced that they are halting exports and sales of cars in Russia. Mercedes-Benz, for its part, announced that it would donate one million euros to support those affected by the crisis. “For what matters most: peace” is found under one of their Instagram posts.

Featured photo : © LVMH

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Hélène Cougot

Passionnée depuis son plus jeune âge par l’art et la mode, Hélène s’oriente vers une école de stylisme, l’Atelier Chardon-Savard à Paris, avec une option Communication. Afin d’ajouter des cordes à son arc, elle décide de compléter sa formation par un MBA en Management du Luxe et Marketing Expérientiel à l’Institut Supérieur de Gestion à Paris dont elle sort diplômée en 2020. Elle a notamment écrit des articles lifestyle et beauté pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein du magazine Luxus Plus.********** [EN] Passionate about art and fashion from a young age, Hélène went to a fashion design school, Atelier Chardon-Savard in Paris, with a Communication option. In order to add more strings to her bow, she decided to complete her education with an MBA in Luxury Management and Experiential Marketing at the Institut Supérieur de Gestion in Paris from which she graduated in 2020. She has written lifestyle and beauty articles for Do it in Paris magazine and specializes in writing articles about luxury, art and fashion for Luxus Plus magazine.