Amongst the global madness and panic relating to the Coronavirus outbreak, social media has erupted with memes to lighten the fear during our time in self isolation. But many businesses are capitalising on this new opportunity, namely high-end fashion houses attempting to make cleanliness chic.

As the virus infiltrates Europe, Christian Dior and Givenchy under the LVMH will utilise their perfume production factories to distribute free sanitiser to healthcare workers in France. In a statement delivered from LVMH HQ, “these gels will be delivered free of charge to health authorities” amongst the 39 public hospitals in Paris. This has angered many in neighbouring cities including London, where there has been wide criticism of the Government for not taking enough appropriate action to restrict the spread of the virus.

LVMH will therefore halt production of its perfumes in order to distribute sanitisers, following the cancellation of fashion week across Milan, Paris, and London. "LVMH will continue to honour this commitment for as long as necessary, in connection with the French health authorities.” France as of March 16 had over 5,000 coronavirus cases, of which 127 have since died.

Whilst the internet continues to promote tactics from icons including Naomi Campbell on how to prevent the spread of the virus and keep busy during self isolation, the healthcare efforts of powerful organisations amongst the world enhances the collective effort to control the global pandemic affecting us all.