By Felwa Alhudaithy, C’est Ma Vie
Too often it seems that there’s news highlighting the many negative aspects of the fashion world, so here are stories of kindness and giving back that melt our brand-loving hearts.
The concept of social responsibility in the fashion world is rapidly growing and gaining popularity amongst the new hipster brands as well as old fashion houses. Less than a month ago, renowned Italian house Fendi teamed with Rihanna, Sarah Jessica Parker, Rachel Feinstein, Jourdan Dunn and Leandra Medine on a new charity project marking the official inauguration of the brand’s newest flagship on Madison Avenue in New York. Fendi asked these five women to personalize their own Baguette handbag. Parker, Rihanna and Feinstein have also designed micro-baguette models.
Proceeds will be channeled to charitable organizations selected by each woman. Rihanna’s proceeds will benefit The Clara Lionel Foundation, which she founded in 2012 in honor of her grandparents. Parker’s designs will benefit The Brain Trauma Foundation, while Dunn’s are aimed at The Sickle Cell Disease Association of America. The Man Repeller’s Medine will support Ovarian Cancer Research Fund and Feinstein has chosen to help the Naomi Berrie Diabetes Center at Columbia Presbyterian Hospital.
The bags were on display at the New York store from Feb. 13 to March 13 and were available for purchase at the same time through an online auction site, launch3baguetteauction.fendi.com.
Gucci launched UNICEF’s Schools for Africa initiative under its children’s collection. Founded in 2004 in partnership with the Nelson Mandela Foundation and the Peter Kramer Stiftung, UNICEF’s Schools for Africa initiative aims to increase access to quality basic education for millions of children in Africa. Collectively, Gucci has contributed over 10 million USD to UNICEF and is currently one of the largest corporate donors to Schools for Africa.
Master & Muse
The lifestyle brand by model turned actress Amber Valletta, aims to “bridge the gap between cutting-edge fashion and mindful manufacturing.” The company was founded on the belief that “substance and style do not have to be mutually exclusive.”
The brand clearly presents itself as fashion-forward while giving consumers a clear message.
One of the most glorious examples of using business to create positive social change. The company currently operates with a simple One for One goal: for every pair of shoes sold, TOMS gives a pair to a child in need and for every pair of glasses sold, TOMS helps a person gain sight.
Slogans like “Doing good is in our DNA” are sprinkled throughout their official website and press releases. Warby Parker, the only eyewear company in the world to go carbon neutral, focuses on its commitment to “meticulous craftsmanship” rather than its “sustainable production” process. Each frame is handcrafted using only the finest custom materials; however, the brand prides itself in giving. “For every pair sold, a pair is distributed to someone in need.”