Despite facing the bleakness of a global recession, it is encouraging to hear that some fashion brands are continuing their acts of charity. Marni has created two projects which aim to give less fortunate children a brighter future through artistic creation, whilst Gucci recently launched its Tattoo Heart Collection in support of UNICEF programmes for children and orphans suffering from AIDS/HIV. And earlier last month, Donatella Versace flew to Beijing to host an exclusive event at the Legation Quarter in aid of the children who suffered the disastrous consequences of the Sichuan earthquake in May this year.
Gucci has picked the sultry Rihanna to front its Tattoo Heart campaign (above), which was launched at a star-studded dinner several weeks ago in New York. Everyone from Madonna (wearing that Louis Vuitton faux pas) to Mary J Blige turned up to support the event, and the campaign will donate 25% of all proceeds to UNICEF until January 31 2009.
Marni, on the other hand, has just launched two projects–In a World of My Own and Dreams of Growing Up– to raise money for children’s educational programs in Brazil, Columbia, Guatemala, Tibet, and India. For the first project, limited edition cotton shopping bags, created by children from all over the globe, hit the shelves of selected Marni boutiques today. The children were asked to envision themselves in a make-believe world and paint what they saw onto the bags. Marni has selected 5 of the drawings created and printed these onto white and grey tank tops and T-shirts, which will be available both at Marni.com as well as boutiques globally. This forms part of the second project, and proceeds from both initiatives shall be used to fund schools and hospitals for the children.
Over in Beijing, Versace presented its latest S/S 09 collections at a fashion charity gala fundraiser in support of the Jet Li One Foundation. This charity was set up in 2007 by martial artist and actor Jet Li, who decided to take time away from the spotlight to become a full-time relief worker. Speaking to Time magazine recently, he remarked, ‘Philanthropy is my passion and my life now. I wake up and eat and I’m thinking about it. I’m still thinking in the bath. I talk to everyone I can.’ The event was part of Versace’s long-term commitment to aid children affected by the Sichuan earthquake, and has financed the opening of a centre dedicated to providing psychological post-trauma therapy and counselling. Immediately following the fashion show, a private dinner for 200 guests was held in the Forbidden City, the first time such an event was held within the walls of this imperial setting.
So it seems that the word ‘generosity’ has entered the luxury fashion lexicon–finally.
Image courtesy of Fashionising.com
