A Lamborghini Surgical Mask? This is no April Fools’ Day. It is Italy fighting back against Coronavirus!

I remember the smiles I got on every 1^st of April. And especially from the automotive industry where creative agencies were “guilty” of inventing fantastic models and features. Unfortunately, announcing the first surgical mask made by Lamborghini on 1^st of April is not by far a joke. And for sure is no reason for smiles. On the contrary, it is a sign of commitment to fight against the Covid-19 pandemic with all they got. The emblematic super sport cars manufacturer from Bologna went back to work in the same place where usually it transforms luxury fabrics into bespoke upholsteries. But during this time, the same sewing machines are shaping surgical masks and which medical staff need so much in the hospitals.

The world is going through an unprecedented situation. And Italy is the worst hit. And when you put the country of fashion and luxury in front of such a crisis, you will have the dream brands helping with all they got. So you have Ferrari working to manufacture ventilators for hospitals, Armani to focus on producing medical clothing and Bvlgari launching its hand sanitizer gel, so important in the fight against Covid-19.

Who said the luxury industry becomes useless in times of crisis is obviously wrong. All the big brands have closed their fancy shops but in the same time have opened their factories to help. Until the good days are back. And they will!