Designers Find a New Way to Dress Consumers and Give to Charity
The launch of Community collection allows shoppers to pick up high-end gear (think Alexander Wang, beloved by Gwyneth Paltrow, and Tibi a favorite of Emma Roberts) with proceeds going to charity.
Purchasing designer clothes is about to become somewhat guilt free, thanks to the new site Community Collection. Over 200 high-end designers will be featured, with 20% off each purchase going to a charity of their choice.
Created by Brooks Cook (who formerly worked with private equity funds and investment at Trammell Crow Company), this idea has been in the works since the devastating earthquake in Haiti: “I wanted to use my time and effort to figure out how to get a larger collective donation for a good cause and it ended up merging with fashion. Why not create a platform where we can make shopping a good deed,” he said.
The site features current, seasonal collections from notable designers such as Alexander Wang (fans include Gwyneth Paltrow and Lea Michele), ADAM (loved by Kiera Knightley and Lily Collins) and Tibi. Tibi designer and founder Amy Smilovic (whose smart, feminine frocks and separates are adored by celebs such as Blake Lively, Brooklyn Decker and Emma Roberts) said: “the idea behind the site was one I immediately loved. Community Collection allows us to reach a wider base of consumers that are all interested in giving back.”
World Wildlife Fund, Operation Smile and the American Cancer Society are just a few of the 17 national and international charities that on-board and each fashion company can choose what they’d like to support—Alexander Wang has chosen Operation Homefront and ADAM has picked the American Cancer Society. The interactive website will show the consumer where the 20% purchase donation is going, and will tally the amount raised per organization on a regular basis.
Community Collection launches Oct. 18 featuring eight different charity campaigns and designers. The idea behind the site is to “do well by doing good,” and shoppers can be unburdened when investing in high-fashion, and look forward to exclusive items in the future.
“I’m excited to see what kinds of pieces the customers will be drawn to,” said Smilovic. “With those analytics we’ll be able to adjust what we’re offering on Community Collection, and change our assortment to capture more sales and ultimately give more money to charity.” Sign us up!
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