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In response to COVID-19 and the ongoing fight for racial justice, many brands are using their revenue for good. Here, we’re sharing details on new initiatives by names like Kenneth Cole, Veronica Beard, Julien Macdonald, and more.
Designer Julien Macdonald has joined the British Fashion Council (BFC) and Bag of Ethics to create environmentally friendly, reusable face masks. Selling the masks at an affordable price point, the BFC’s overarching goal is to raise £1M to divide between NHS Charities Together, BFC Foundation Fashion Fund, and the Wings of Hope Children’s Charity.
Serena Williams Jewelry has launched the “Unstoppable” capsule collection to benefit the Opportunity Fund. The line includes a sterling silver necklace and bracelet, both featuring a twinkling diamond and etched with the word “unstoppable.” Through August 5, the brand will be giving one hundred percent of the proceeds to the foundation’s Small Business Relief Fund, which will go directly to Black small business owners.
Jewelry house Graziela introduced the “Pawsitivity” collection to ensure animal rights organizations would continue to receive funding through the duration of the COVID-19 pandemic. A series of dog tag-inspired pendant necklaces include pet motifs like paw prints, snakes, and cat ears in gold, silver, and rose gold with diamonds. The brand is giving 30 percent of the collection proceeds to various organizations in need.
The first Spanish fashion brand to collaborate with the World Health Organization (WHO), Mango has pledged to donate one percent of turnover at all physical stores to the WHO Covid-19 fund. Giving more than 360K euros to the relief fund to date, the brand also provided two million face masks to hospitals throughout Spain.