Luxury brands Cartier and United Colors of Benetton have initiated a 'Rainbow Challenge' on the social media as a creative ray of hope and positive pillar across the globe.United Colors of Benetton, which is known for its colorful outfits, is sending out the message of unity through its posts on Instagram featuring rainbow-inspired collection. The brand has posted pictures of its stores in Italy and other places with a rainbow overhead to celebrate its re-opening after being closed for months due to the lockdown.

Meanwhile Cartier has posted a picture of the Cartier building with rainbow shade in solidarity of the National Health Service of the UK and the healthcare workers who are at the forefront of the global battle against the pandemic COVID-19. Louis Vuitton has also posted several pictures and videos that depict its interpretation of the seven colours. The French fashion house posted an animated video in which it has defined rainbow as ‘a stretch of the imagination.’

Another of its videos features pictures of rainbows painted by the children of Louis Vuitton''s employees. The caption reads: "A symbol of hope. Rainbows drawn by the children of #LouisVuitton employees have appeared across store windows worldwide as colourful beacons of joy during these challenging times."

It also posted a picture of Maison Louis Vuitton, Milano, Italy with rainbows drawn of its entry to celebrate the opening of its store.