The decision-makers at Carolina Herrera have made a commitment to donate $7 million to fight against COVID-19. The project, organised through the charitable initiative Carolina Herrera Heart for Hope, will help provide testing, medical equipment, ambulances, hygiene kits and psychological support to communities impacted by the coronavirus pandemic across the globe.
Utilising one of the house’s most cherished assets, craftsmanship, a percentage of the proceeds from every Carolina Herrera bag or accessory purchased from May 8 until December 31 2020 will be donated to the Red Cross and Red Crescent and distributed in 44 countries. The two organisations have been combating poverty, inequality, and health crises all over the globe, and their generations of experience make them crucial in the war against the impact of COVID-19.
Within the Middle East, the activation was rolled out in partnership with the Emirates Red Crescent, Qatar Red Crescent Society, Bahrain Red Crescent Society, Jordanian Red Crescent and Egyptian Red Crescent Society. With the same spirit, ready-to-wear brand CH Carolina Herrera also partnered with the National Home Health Care Foundation in KSA to implement the donations locally. The charity NGO has a mission to maximise the quality of life for needy patients when they are back in their own home environment by providing them with medical and social support services.
“This is our responsibility — to make the world a better place,” Carolina Herrera, the Venezuelan Founder and Global Ambassador of the New York-based fashion and beauty house, said. “I have always felt in life that we can’t sit back in times of crisis. We must take decisive action, particularly when people need it most. I am so proud of this project for showcasing the solidarity and reach of our customers, teams and friends, and I also hope it continues to inspire more acts of kindness. We can fight this fight together, as an industry, a community, a global family.”
The initiative is also a way for customers to make their own important contribution in the battle against the impact of COVID-19 while connecting with the legacy of the brand in a significant way, Wes Gordon, Carolina Herrera’s Creative Director, said.
“Our craftsmanship is at the heart of everything we do. Carolina Herrera bags are used and loved for years, and they represent our commitment to creativity, quality and handmade techniques. To see our craftsmanship being placed at the service of our community is one of the greatest rewards imaginable,” the American designer added.
Meanwhile, Herrera’s daughter, Carolina A. Herrera, who is the Beauty Creative Director for the brand that was established in 1980, said all the altruistic efforts by Red Cross and Red Crescent volunteers and essential workers has blown them away.
“For us, being able to collaborate with them is a true privilege,” she said. “This is the absolute best way to assure that what we as a community contribute will be used in a fair, equitable and intelligent way.”