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* The designer is supporting several nonprofits in the fight against the pandemic and poverty.
MILAN - Giorgio Armani has kept many of his philanthropic activities on the quiet side for years, but he now believes the time has come to speak up, given the complexities and uncertainties of the current moment.
"It's important today to call on those that are keen to help, and not only. The moment is tough, we should all be involved," Armani told WWD.
On Friday, the Armani Group unveiled new initiatives aimed in particular at supporting nonprofit organizations in the fight against the pandemic and poverty, as well as those focused on environmental protection.
Asked for the reason he has decided to go public with some of these activities, Armani said he hoped his efforts could be seen as an example. He warned, however, that "charitable initiatives should not become the umpteenth means of communication. Doing good should not bring the attention onto ourselves but on the associations that receive our help. I am adamant about this. In fact, when I can, I don't publicize these activities."
Following the lockdowns, the Giorgio Armani boutiques around the world donated part of their revenues to 52 associations working in their respective local areas, including Les Restaurants Du Coeur in Paris; The Trussell Trust in London; Florence in Japan, and the China Soong Ching Ling Foundation. The group will continue to support these associations during the Christmas period and will also renew its customary contribution to Opera San Francesco per i Poveri. This is a storied Milan...