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Published
Jul 26, 2017
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Topshop in new Key To Freedom charity collaboration

Published
Jul 26, 2017

Topshop is launching a collaboration with an initiative set up to help women in India with the collection scheduled to drop into the Oxford Circus and Knightsbridge stores and online on August 6.


Topshop



The Key To Freedom initiative was set up to support the Women’s Interlink Foundation (WIF), working with vulnerable young women across West Bengal, providing them with safe accommodation and helping them to develop skills such as sewing and textile printing.

The fashion retail giant has worked with the group since 2013 and has launched previous collaborations.

The charity works directly with women in West Bengal to hone and develop their technical skills, from mixing dyes and designing textiles, through to producing prototypes and quality control. They then work together with the fashion chain to select the final range to stock in-store.

Topshop will donate all profits to the Key to Freedom initiative and Women’s Interlink Foundation.

This season’s collection comprises kimonos, sundresses and playsuits in premium silks, along with quilted make-up and weekend bags in cotton and traditional Indian-inspired prints, available in four colourways. Each item is hand-made and signed by the woman who created it. Prices range from £19 to £65.
 
More companies than ever are becoming involved in charity work with fashion firms in particular heavily involved with women’s groups and the individuals who make the products they sell ,or the ingredients/materials that go into those products.

And aside from the genuine desire to ‘do good’, a spate of recent surveys in both Europe and the US shows that consumers, particularly in the Millennial and Gen Z age groups that Topshop directly targets, increasingly expect good works from the companies they buy from. That makes charity projects almost obligatory for modern businesses.

But surveys also show that Millennial-aged staff are more likely to want to work for companies that have strong links to not-for-profit groups and such initiatives are as crucial in attracting and retaining staff as in reaching out to customers.

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