E-Tailer Taps Campbell & Five Major Designers For Campaign
To commemorate its launch in China, Milan-based designer discount e-commerce site Yoox recently teamed up with British supermodel Naomi Campbell and her not-for-profit charitable initiative, Fashion for Relief. To benefit the cause, five leading names in global and Chinese fashion pooled their creativity for a line of graphic, unisex T-shirts exclusively for sale on Yoox China. Designers and labels include 3.1 Phillip Lim, Moschino, Dolce & Gabbana, and young Chinese designers Masha Ma and Qiu Hao — both of whom are included in the latest installment of thecorner’s “Vogue Talents Corner.”
Drawing inspiration from China itself, each t-shirt also embodies its respective designer’s individual aesthetic; Phillip Lim’s, for example, is emblazoned with the word “Rogue” in a floral motif reminiscent of his Spring 2013 collection, Dolce & Gabbana’s includes the character for “love” (爱), and Moschino’s carries the brand’s signature red heart and the word “MOSCHINA.” Proceeds from the sale of each US$35 shirt will go to Fashion For Relief and the international charities with which it works.
Yoox China’s first foray into fashion philanthropy is yet another example of a retailer (in this case, an e-tailer) investing in CSR (Corporate Social Responsibility) initiatives — initiatives that have proven to be some of the best forms of promotion and advertising for brands seeking to distinguish themselves in an overcrowded Chinese market. Some of the world’s largest high-end brands, among them BMW, Cartier, Hermes, and Gucci, have all boosted charitable and cultural events to polish their names in recent years in China, and since 2009, a growing number of Chinese and international brands have started to consider CSR an imperative marketing tactic in the country.
As CSR is, in broad terms, important to a wealthier, more educated consumer base, charitable giving is becoming something of a new form of competition in society: a sign of dignity. Thus, aligning itself with one of the world’s most recognizable faces and her charity organization is a smart way for Yoox China to get a leg up in the market, particularly as a newer entrant.