Written by Adam Bryce
Louis Vuitton adds a touch of luxe to personal protective equipment with golden studs and a monogrammed headband shield.
While COVID-19 continues to wreak havoc, Los Angeles endures devastating bush fires and the world battles with systemic racism that needs urgent and drastic change, Louis Vuitton have come to the rescue of the 1%ers in desperate need of monogrammed PPE.
It’s a difficult time to grapple with our inherent need to consume and a new world that teaches us, time and time again, of how precious life can be. Many fashion brands have jumped on the newest most-in-demand accessory and almost all of New Zealand’s highest-profile brands have started manufacturing masks.
At first glance, it could seem like a case of profiting from a dire situation but they’re an essential item and how much one decides to spend is their prerogative. I’d love to see more brands contributing to the many causes in need through the sales of fashion face masks but we also must consider the economic hardship that the pandemic has produced and some companies require as much ingenuity as they can muster.
However, Louis Vuitton isn’t in the same situation as many of New Zealand’s small independent brands. And, despite their sales falling almost 40 per cent in the first half of 2020, they’re a company at zero risk of closure any time soon. They’ve also made considerable contributions to the world’s fight against the pandemic, including repurposing their workshops in France to make hundreds of thousands of protective face masks earlier in the year.
I guesss, while the world is changing and we live in a much different time to what we did just a year ago, it’s all proportional. Some still have the desire to be best-in-show and we all have our own ‘monograms’, even if your brand is an understated pharmacy-bought face mask.