Fashion Brands for a Cause
It's no secret that fashion, by nature, involves a certain element of self-absorption. After all, many people use fashion to look and feel good, impress others, or fit in with the latest trends. Beyond this surface level materialism, fashion brands have a unique opportunity to stand for a cause, or bring awareness to large audiences about current issues. It is both courageous and beautiful when fashion brands are able to move away from the ego, and put effort and money into something bigger. For any fashion brand to do this may mean decreased profits and more overall effort on behalf of those behind the scenes of the company. However, the rewards that come from standing for a cause can be far greater than any disadvantages. Additionally, when we as consumers are willing to support companies that stand for a cause, we can feel better about our buying power and confident in the clothing that we are wearing.
Imagine what could happen when well-known and loved celebrities are willing to partner with brands to push that cause even further. Celebrities have the power to sensationalize almost anything, and are able to push causes further by encouraging their fans to stand with them. Let's look at a few celebrity and fashion collaborations that have been successful in supporting something bigger:
1) Miley Cyrus & Marc Jacobs for Planned Parenthood:
Miley Cyrus and Marc Jacobs have teamed up to release two exclusive t-shirts: "Miley Hearts Planned Parenthood" and "Pro Choice Miley". 100% of the net profits from the shirts are donated to Planned Parenthood.
2) Kylie Jenner & KYLIE Lip Kits for Smile Train:
The Smile Train Organization is a children's charity that provides corrective surgery for children with cleft lips and palates. Kylie Jenner partnered with the charity in 2016 and created a limited edition lip kit called "Smile" which donates 100% of proceeds to the organization. So far the lip kit has raised over $500,000.
“As the Ambassador for Smile Train, I am excited to have the opportunity to donate 100% of the net proceeds from my newest Lip Kit ‘Smile’ to this amazing organization. It is incredible to know that I am helping give thousands of cleft children around the world new smiles.” – Kylie Jenner
3) Kerry Washington & Aquatalia for the Purple Purse Initiative:
In March of 2016, Kerry Washington released a $595 limited edition handbag in partnership with Aquatalia. The handbag donates 100% of its proceeds to Purple Purse, the Allstate Foundation initiative focused on ending domestic violence through financial empowerment. Purple Purse nonprofits work to serve domestic violence victims and survivors nationwide.
Kerry talks financial abuse and what Purple Purse does:
In this video, Kerry explains how the purse is a symbol of a woman's financial domain. She says that the purse is used to educate people about domestic violence. Kerry uses the term "invisible weapon" when referring to financial abuse, because many people do not realize that financial abuse is the way many women get trapped in violent relationships.
By working with Purple Purse and educating people on the reality of domestic abuse, Kerry is using her fame and the power of fashion to make a real impact. By using symbols like the purse to represent finances, and the color purple to represent power, Purple Purse is tying aspects of popular fashion to empowering women.
Kerry Washington, Aquatalia, and Purple Purse are working together through two major popular culture elements: fame and fashion, to communicate about a critical issue in our society. Domestic abuse is a huge problem in the US and throughout the world, in which many women feel powerless especially if there is no financial way out. By raising critical funding for the survivors of domestic abuse, Kerry uses her fame in a beneficial way, and the Aquatalia fashion brand uses its popularity to support a good cause.
As demonstrated with these examples, when consumers see their favorite celebrities collaborating with amazing fashion brands to support a good cause, they are more likely to put their money towards making a difference. Miley, Kylie, and Kerrie are only a few celebrities among many who have been wildly successful in encouraging their fans to stand for something bigger than just dressing fashionably. When a piece of fashion has a story behind it, consumers are able to feel powerful and confident knowing that they are contributing to something greater than the temporary satisfaction that comes with a new purchase.
