Net-a-Porter: Lukewarm Selfishlessness

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In the midst of two grandiose global events, the Coronavirus and the Black Lives Matter
movement, many industries are searching for ways they can help those in need; supporting
causes that matter to them. The fashion industry is no different. Although the virus has spread
rapidly and tragically around the whole world, one of the first and hardest hit countries was Italy.
In an effort to support the country where fashion and culture runs deep, Net-a-Porter is
launching a new project along benefitting the Italian Red Cross. Net-a-Porter will feature many
capsule collections from Italian designers that are featured on the site; 20% of sales of said
collection will go directly to charity, which does not seem like too much in the grand scheme of
things. As well as it is that companies, like Net-a-Porter are creating projects to provide aid in
what is going on in the world right now, it begs the question: do fashion companies really want
to help, or are they just trying to clear their name in a time where companies and whom and
what they support is being closely monitored?
Stemming off Italy’s notoriety for all things fabulously and historically chic and fashionable, Net-
a-Porter is aiming to shed light on certain Italian brands and designers, like Aquazzura, Giuliva
Heritage, Blazé Milano, Gianvito Rossi, Rosantica, Golden Goose, René Caovilla, Bea
Bongiasca, Of Rare Origin and Tods, all of whom have created a special capsule collection
especially for the campaign, entitled “The Italian Collective.”
Although at first glance Net-a-Porter’s project seems like a win-win for everyone, that is, you can
shop some of the best and coolest designers while making somewhat of a difference, is it
enough? Net-a-Porter’s last documented revenue worth in 2016 was 1.871 billion, so at a time
like the one the world is currently facing, does it not seem like Net-a-Porter could spare to
donate more than 20% of sales of incredibly expensive, high-quality and couture items? And,
following all the hype for the campaign and the project to partner with the Italian Red Cross, it
was almost disappointing to see how little they will inevitably be donating and supporting, versus
what it seems like they could feasibly do and donate.
The world is facing a situation unlike anything it has seen in the recent past. It is time for
companies to turn away from profit and self-promotion and time for them to truly use the
magnitude that they have in the world of fashion, and in the world in general to make a larger
statement than simply that their brand is good because they are “helping,” but in reality, self-
promoting in the process. Any donation and funds are good, however it is time for fashion
companies, like Net-a-Porter, to use their magnitude and standing in the economy to make a
proper, selfless difference. By: Emily Goldberg

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