Fashion is becoming increasingly aware of the need to support the environment, whether through the reconsideration of the materials it uses or through charitable causes. In recent months, ASOS has announced it will no longer sell cashmere, silk or feathers on site and multiple international brands have rescinded the use of fur in their collections. Now, Loewe has teamed up with Knot On My Planet to help bring awareness to the Elephant Crisis Fund.
The brand has redesigned its cult elephant shaped bag (it’s been spotted on several street style stars in recent seasons) to feature beadwork detailing done by the Samburu women of Northern Kenya.
The campaign is fronted by former Victoria’s Secret model Doutzen Kroes, who said in a statement, “I think luxury brands are actually tapping into the fact that customers want to buy luxury items and give back at the same time.”
Profits from the sale of the bags, which are now available on Loewe.com, will go to the Elephant Crisis Fund, an organisation that helps “provide rapid, catalutic support for projects designed to stop the killing of elephants, thwart traffickers and end the demand of ivory.”