Collaboration has become huge in the fashion industry. Its not always about what you can achieve on your own anymore. The fashion industry is now beginning to draw awareness around social issues for those in need around the world using the avenue of designer collaborations. Companies such as Holt Renfrew have been active in this mission by integrating ECO friendly designs and products where proceeds are directed to a cause. Last fall, Vancouver was introduced to the Missoni bear and elephant for OrphanAid Africa. Designer Tory Burch also lent a hand in creating bags for the FEED project.
Since the launch, Holt Renfrew began the H Project which spans across all Holt Renfrew stores in Canada. An H project ambassador who will connect with the community represents each location. Social consciousness and sustainability are at the center of the H project using outreach to target areas and issues around humanitarianism, environmentalism and global giveback. Its certainly great to see the industry shatter the typical image of fashion seen by many as superficial and driven by consumerism. After all, much of the fashion industry is about selling an image. The definition of fashion and what it represents have shifted dramatically where consumers are now more mindful in the product they buy in terms of what it represents and how its made.
This past week, Holt Renfrew continued its project to bring awareness toward the Free The Children project. The charitable foundation supports education of youth in removing barriers that Kenyan newborns face in their community. Armani has teamed up with the foundation and Holt in creating a baby blanket just in time for mothers day in honor of message behind giving back. The event showcased the blankets that are now available in stores by mothers within the community who have been involved with the organization. It was also their first visit to Canada, which proved to be a rich experience to reach beyond their community and educate residents of Vancouver.
Holts efforts to launch a platform of community outreach to bridge consumers with awareness of the global issues is still in the start up stages as it gains momentum. Fashion is more than what you wear but grows out of the culture and zeitgeist that we live in. It encapsulates a moment in time or an entire era and reminds us who we are as part of a community. Fashion has always meant so much more to me and this project is a reflection of that.
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Amy Yew is a contributing columnist at Vancouver Courier. Tell us what you think and submit any questions you have to [email protected]. You can also tweet your thoughts on Twitter @AmyYew.
