Givenchy, Dior, and More LVMH Brands to Make Hand Sanitizer to Combat Spread of COVID-19

The fashion conglomerate LVMH announced on Sunday that it would direct its perfume and makeup factories to make hydroalcoholic gel—hand sanitizer, in other words—to donate to French health authorities, particularly the 39 public hospitals in Paris, to combat the spread of COVID-19.

That means the three factories that produce cosmetics and perfumes for Givenchy, Christian Dior, and Guerlain will now make their own version of Purell, in an effort to prevent a shortage of the bacteria-fighting gel. In other countries, including the United States, hand sanitizer is not simply hard to come by since the onset of the virus in Europe and further to the west—several people have bought the stuff in bulk to resell it at a major markup. (One American, now under investigation for price-gouging, has donated his stock of 17,700 bottles to a church in Tennessee, where he lives, for distribution to the public.)

COVID-19 has created a surreal situation for fashion companies, which are caught between urges to keep calm and carry on, and to channel energy toward providing relief during the crisis. A number of brands, such as Dolce & Gabbana and Armani, have made large donations to organizations dedicated to the fight against COVID-19, but LVMH’s decision represents a third way—by redirecting its considerable resources toward creating a product that directly combats the virus. The shift also raises another question: Could fashion brands dedicate their factories to making masks, surgical gowns, and other emergency health-care products in a few weeks’ time?

There is a storied history, particularly in western Europe, of fashion brands joining forces with their respective governments to create products in times of crisis. During World War II, citizens in the United Kingdom and France dealt with widespread clothing rations as materials and manufacturers were directed toward making wartime equipment and uniforms. Designers displayed an impressive amount of ingenuity under austerity measures that went so far as to specify the number of pockets and buttons permitted on a garment. One handbag manufacturer even created a civilian respirator—which the British were required to carry during the Blitz—in the form of a leather handbag. The virus presents enormous challenges for the fashion industry, but as LVMH’s hand-gel effort shows, this is also a moment for brands to apply great ingenuity in the way they use the talent and materials at their fingertips. A number of brands, from Marine Serre to Bape, already have the patterns for masks—perhaps their affinity for apocalyptic accessories can be put to good use in the coming weeks.

Originally Appeared on GQ