Pratishtha Rana

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.

Read: New high-glamour watches launched by Hublot and French artist Marc Ferrero 

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.
Rainbow-themed Bentley Mulliner Bacalar
Rainbow-themed Bentley Mulliner Bacalar
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.
Maison Louis Vuitton, Frankfurt, Germany
Maison Louis Vuitton, Frankfurt, 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.
Breitling-superocean-heritage-57-limited-edition-three-quarter
Breitling Superocean-Heritage 57 Limited Edition
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.
Laurent Feniou Cartier- Instagram
Source: @laurentfeniou/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.
United Colors of Benetton/Instagram
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.
Ted Baker
Ted Baker
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.
Maya Magal Jewellery
Maya Magal/Instagram

Read: Learn these effective sales strategies by Bulgari and Cartier

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