#protegetonsoignant
Photograph courtesy of Imaxtree

Chanel, Louis Vuitton and Dior Among Luxury Brands Rallying for COVID-19 Fundraiser

The brands will auction one-off pieces in support of French healthcare workers.

As we settle into week seven of social distancing, our eyes are glued to the news for any hint of when this pandemic may come to and end. With no definitive end in sight for us as yet here in Canada (and much of the rest of the world), brands are increasingly rallying to help support frontline healthcare workers in any way possible. Locally, a group of 20 Toronto-based designers came together to help raise money for the University Health Network this past weekend, and on a global scale, several of the world’s biggest luxury brands are now rallying for what is shaping up to be one of the most memorable auctions in fashion’s history.

Run by La Mode S’Engage, the auction will support non-profit organization #ProtegeTonSoignant, which means protect your caregiver, as it sources and distributes supplies to healthcare workers in France. The auction has already drawn more than 80 brands – including Chanel, Dior, Louis Vuitton, Balenciaga,  Celine and Comme des Garçons.

According to Business of Fashion, “each designer will be tasked with either customizing an item from their archive or designing a new garment from scratch for the auction.” The only thing that each design must include is the signature electric blue colour of #ProtegeTonSoignant. For those designers who don’t have access to their archives/materials at home, sketches of the garment will be accepted or they can opt to offer a made-to-order piece through the auction instead.

All proceeds from the auction will go towards supporting French hospitals and healthcare workers. To date, #ProtegeTonSoignant has raised more than roughly CAD$7.6 million in the five weeks since its launch. It has been supported by the Fédération de la haute couture et de la Mode and the French Fashion Institute.

La Mode S’Engage’s website is set to go live on Friday May 1 at 6am ET, and the auction will run until Monday May 4 at 6pm ET. Pieces will start at $150.