Hellessy Teams with God’s Love We Deliver for an Original Go-To-Market Strategy
The Unique Fashion Presentation To Launch Fall 2021 Is A Hybrid Of Lookbook, Influencer Campaign, And Charity Support
Hellessy teams with fellow New Yorkers God’s Love We Deliver for a unique fashion presentation and charity initiative to showcase the house’s Fall 2021 collection. GLWD is a charity organization that provides nutritious, high-quality meals to people living with HIV/AIDS, cancer, and other serious illnesses completely free of charge.
Sporting Hellessy’s Fall collection, several of the brand’s friends were shot on the premises of God’s Love to raise awareness of the project – from 90’s supermodels Veronica Webb and Michele Hicks to model and photographer Amalie Gassmann, Jessica Joffe, Allie Michler, and Anya Ziourova. Further friends in the industry gathered together to help prepare and pack medically tailored meals, one of the most essential and thoughtful aspects of the charity’s work.
The new collection also introduces a special collaborative capsule, from which all of the proceeds will go directly to God’s Love We Deliver. New York City experienced the devastation of the pandemic more than anywhere else in the country, and now more than ever it is important to recognize how crucial it is to work to support and care for our communities. Hellessy’s creative director Sylvie Millstein shows inspiring creativity and tact in using her platform to give back to the city she loves.
While many a house shoot lookbooks to show off forthcoming collections, so few have concepted the opportunity with a trifecta of attributes: charity, Instagramable personalities, and go-to-market showcase.
The Impression applauds a well concepted idea with legs and encourages others to support.
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