Fashion is often thought of as something shallow, whimsical, without thought, purpose or meaning. More often than not, it is considered as something not to be taken seriously. However, when fashion meets charity, it’s influence can be enormous and extremely widespread. Add the power of online shopping to that mix, and it becomes a force to be reckoned with. And when you get the world’s most stylish moms to help design a charity collection, the pieces they create are so covetable that the funds they generate will have a profound impact .
“We already have the solution, we just need to scream it. It’s the very beginning of the end of HIV.”
Starting this week, Shopbop exclusively offers a limited-edition line, with one hundred percent of the proceeds going directly to BORNFREE, a campaign launched to eradicate the transmission of HIV from mother to baby in sub-Saharan countries by the end of 2015. With designs from 22 designers/mothers such as Victoria Beckham, Donna Karan, Ivanka Trump, Carolina Herrera, Tory Burch, Liya Kebede, Gisele Bündchen, Rachel Roy, Stella McCartney and Donatella Versace, the pieces incorporate two stunning prints, created by Wangechi Mutu, a globally renowed Kenyan artist. The add campaign is equally adorable, with supermodel moms such as Doutzen Kroes, Lily Aldridge and Karolina Kurkova posing with their little ones, showcasing the beautiful mommy-and-me outfits. In addition to all that star-power the M.A.C. Aids Fund will match all donations and the total purchase price of all items sold, up to a total of $500,000, so every cent you spend will benefit the charity twice.
If all that wasn’t enough reason to do some serious online shopping this weekend, please have a look at the below video, featuring CFDA president Diane von Furstenberg and other concerned members of the fashion community explaining why the cause is so important.