The communication for some of the major luxury brands during the current pandemic has been clear – to spread positivity and build camaraderie among its global supporters. Rainbow has been the perfect symbol of hope and courage and has grabbed the spotlight on social media, where these brands are going all out in extending support to the world’s frontline workers through their colourful messaging.
Here’s what luxury biggies Bentley, Louis Vuitton, Cartier, Breitling and others have been upto.
Bentley The British luxury carmaker ran an online design contest among its employees and their families during the lockdown. The winner was an exceptional, rainbow-themed Bentley Mulliner Bacalar. Imagined by Eleanor, this vibrant design symbolises gratefulness and hope. Only 12 of this multi-coloured edition will be up for grabs.
Louis Vuitton The French luxury Maison invited its employees and their kids to draw their own versions of the rainbow, which are now displayed at select reopened stores of LV, in countries like Italy and Germany.
Breitling Breitling’s latest Superocean Heritage’57 sold out within hours of its launch in April. It was limited to 250 editions back then. The luxury Swiss brand has re-launched 1000 pieces of the rainbow model. Its sale proceeds will go towards supporting healthcare personnel in the UK.
Cartier Cartier’s Managing Director Laurent Feniou invited friends and followers of the brand to partake in their exclusive art project #Cartierovertherainbow. Participants in huge numbers showed their appreciation and solidarity by posting their artworks on Instagram.
United Colors of Benetton Known for its super colourful take on fashion, the Italy-based Benetton Group has been leveraging its rainbow prints in the most seamless way. Called #WeAreRainbows, the campaign is about embracing harmony regardless of any existing differences.
Ted Baker The British fashion label has launched Ted Bazaar, an online pop-up of exclusively designed tees, bags and mugs with one collection dedicated to the rainbow. Its entire sale proceeds will be given to Magic Breakfast which provides breakfast to disadvantaged children in UK.
Maya Magal Through its special, limited-edition jewellery sale, Maya Magal aims to raise funds for UK’s National Health Servce. The brand’s NHS rainbow rings and charms (initially a limited-edition collection) are now being handmade in larger numbers, owing to its popularity.