• So Into You

The Most Compassionate Fashion And Wedding Brands During COVID-19

Updated: Aug 30, 2020

It is looking like lockdown restrictions are going to begin slowly lifting from this week onwards, which has led me to put together a list of fashion and wedding brands that have acted compassionately during the Coronavirus (COVID-19) lockdown. I hope that this will help us women begin shopping a little more consciously. I don't know about you but moving forward I want to make sure I'm putting my hard-earned pennies into businesses that care about their customers.

Both the fashion and wedding industries were hit by COVID-19, but several brands still did all they could to help others in this time of need. Continue reading to find out who we are referring to when we say 'brands' or 'businesses', and what kindness, gratitude and positivity they actioned during the lockdown.

Freya Rose

British Couture shoe designer, Freya Rose has given away £15,000 worth of pearl earrings to NHS brides who is/was due to get married this year. In addition to this, Freya Rose has offered a 30% discount on everything available online for everyone currently working on the frontline.

Grenson Shoes

The British footwear brand, Grenson Shoes has donated one free pair of shoes to an #NHSHero each day and will continue to do so until the worst of the pandemic has passed.


The H&M Group has provided hospitals and health care workers with personal protective equipment to help tackle the widespread effects of COVID-19.

Kurt Geiger

Neil Clifford, the CEO of Kurt Geiger, has suspended his salary until stores reopen so that all other Kurt Geiger staff can continue to get paid their salary. In addition to this, Store Managers who are now volunteering at their local hospital, have been asked to distribute £100 Kurt Geiger vouchers to NHS staff in critical care departments. Kurt Geiger has also offered all NHS workers 50% off for an entire year when shopping in-store.

Pretty Little Thing

Umar Kamani, the founder of Pretty Little Thing, has donated his entire March salary to help struggling small businesses.


All hospital-employed brides-to-be who assisted in the COVID-19 outbreak are eligible for a free gown, as part of their new 'Heroes Collection', until August 31st, 2020. This collection has been specially curated by Pronovias Group Artistic Director Alessandra Rinaudo for hospital staff, with designs from Pronovias, Nicole, St Patrick and White One.

Alessandra described the frontline hospital staff as “soldiers, unrelenting in their battle to heal the sick. It is an honour to show my support and raise awareness for all of these women doing their best to overcome this pandemic. Love will conquer all.”

Serenity Brides

Serenity Brides is a wedding boutique, based in Colchester, Essex, with seamstresses who swapped dresses for scrubs to give to frontline workers at Colchester hospital during the COVID-19 outbreak.

While I have decided to name drop Serenity Brides within this particular blog, a dedicated army of volunteers across the UK have sewed scrubs for our NHS Heroes. The 'For The Love Of Scrubs - Our NHS Needs You' Facebook page has acted as a valuable resource to connect those who can contribute towards supplying hospitals local to themselves with scrubs to front line workers.

Sophia Webster

The luxury shoe brand, Sophia Webster has donated 200 pairs of their Fly-By trainers to frontline NHS staff. These trainers feature their signature butterfly wing, and usually retail for £195. Sophia Webster, the British luxury accessories designer, said that she was "hoping to bring a little joy to the selfless medics going through these unprecedented times."

Victoria Beckham

Since March 25th, the former spice girl, Victoria Beckham has donated 20% of sales from Victoria Beckham and Victoria Beckham Beauty to Feeding America in the US and the Trussell Trust in the UK.

I know that I have missed so many brands or small/independent businesses also doing good/making an impact during this pandemic, so please take this opportunity to link your favourites in the comment section below!