Luxury has slowly and steadily been evolving into a powerful, inspiring, and undeniably attractive arm of philanthropy. In many ways, luxury and philanthropy are deeply connected. For one, they both, at their core, aim at creating timeless and eternally relevant impact in the world.
This growing relationship between luxury and philanthropy seems to be mutually beneficial—it humanises luxury brands and counteracts the negative perceptions around opulence in an unequal world, and it introduces philanthropy to a vast and influence-able audience with the resources to make an impact.
Harper’s Bazaar India picks some of the most powerful philanthropic endeavours undertaken by luxury brands.
BULGARI
A monumental example of how luxury and philanthropy can come together to make dreams come true and create inspiring change is Bulgari’s partnership with Save the Children since 2009 for the “Give Hope” initiative. It has helped more than two million children access the right to education.
The Italian luxury brand has raised above $100 million in support of children’s rights protection, education, and health in over 30 countries. By curating the Save the Children jewellery collection, Bulgari has also successfully defined philanthropy as an extension of its brand identity and experience, and actively engaged its consumer base in doing good.
STELLA MCCARTNEY
A pioneer in high fashion sustainability, Stella McCartney was the first person to speak up about the value of sustainability and ethical dimensions in the world of luxury fashion. The British brand being activist by nature, McCartney highlighted the role of responsibility, fairness, and accountability in curating a positive impact on the world.
Having been a member of the Ethical Trading Initiative since 2012, the brand exhibits a deep respect for the people that make our clothes and a commitment to social sustainability along with the use of innovative materials and transparency through its supply chain. Stella McCartney defined circularity in fashion and engaged the luxury fashion industry in creating a future that is restorative and regenerative.
ANITA DONGRE
With a deep ethical commitment to nurturing its roots instead of forgetting them, the Anita Dongre Foundation is centred around the core belief that every single being, from human to animal, has the right to live with dignity.
Growing on the pillars of social sustainability and animal welfare, this Indian luxury brand has orchestrated various initiatives including a fashion fundraiser with Jaipur royalty in collaboration with the Nature Conservation Foundation and highlighting the importance of reducing human-animal conflict and preserving elephant corridors. It also partnered with NGO Canopy to restyle packaging in a forest-friendly manner, and worked with the local government to set up community tailoring centres equipped with modern industrial sewing machinery and supplies in rural Maharashtra, to empower women to become economically self-sufficient.
GUCCI
With a powerful belief that equitable access to education has the power to change the world, Gucci, in 2019, launched its Gucci Changemakers programme and Impact Fund. Through these programmes and grants, Gucci is committed to empowering marginalised communities all over the world.
In this spirit, the Italian luxury brand has also shared its donations with the National Association for the Advancement of Colored People.
LOUIS VUITTON
Not only has this French luxury brand had a longstanding relationship with UNICEF, the Louis Vuitton Foundation, created in 2016, is a culture and art centre that serves as a platform to nurture emerging artists, provide educational and vocational training to young adults, and promote contemporary arts. With its Make a Promise Campaign, Louis Vuitton encourages others to donate via social media.
Having integrated philanthropy into the creative identity of the brand, Louis Vuitton created the “Silver Lockit”, donating 100 USD from every single sale of this bracelet to various forms of children’s aid.
Industries with such a deeply timeless and creative element have the power to inspire generational social change by leading by example.
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