Anyone familiar with the Ralph Lauren brand knows that philanthropy is a layer of code. With COVID-19 rife in our world, Ralph, who reports as the company’s chief creative officer and executive chairman, announced a $10 million reserve pledged for Coronavirus relief. Earlier this year Lauren’s business projected up to a $70 million sales hit in their Chinese market alone as the virus made a foray on luxury fashion. Today, we watch fashion houses respond in real-time.

“At the heart of our company, there has always been a spirit of togetherness that inspires our creativity, our confidence, and most importantly our support for one another. In the past weeks and months, that spirit has never wavered,” wrote Lauren in a press release. “We believe that no matter who you are or where you are from, we are all connected. That is why we are taking significant action to help our teams and communities through this crisis.” His endowment will be allotted amongst four institutions.

The Emergency Assistance Foundation will benefit Ralph Lauren employees in an effort to mitigate their circumstance, alleviating the pressures of today through child care, elder care, and medical care. The World Health Organization COVID-19 Solidarity Response Fund and Ralph Lauren’s own Pink Pony Fund for cancer research will receive a percentage of the whole. A donation of $1 million will support Vogue and the CFDA’s Common Thread Initiative and their ambition to empathize American fashion.

And in a pivot toward production, the RL team is exploring manufacturing opportunities for a cachet of medical-grade supplies: masks, gowns, and the like. “We recognize that this is an unprecedented, multifaceted crisis that demands different responses for different needs in different places. That is why we are funding multiple activities to support our teams, our partners and our communities around the world,” said Patrice Louvet, president and chief executive officer of the Ralph Lauren brand. “As we move through this challenging time, we are focused on continuing to be the beacon of optimism and unity that Ralph Lauren and our brands have always stood for.” As the fashion industry navigates this untold field change is certainly afoot.