Glamour with Giving: Impact is the New Black
- Kristiana Tarnuzzer
…There’s an overwhelming cultural obsession with celebrities -- a constant curiosity into their lives, enamored by their clothing, soaking up the tabloids, peeping their Instagram profiles. Arianne Phillips, an Oscar-nominated costume designer to high profile names like Madonna, and Carineh Martin, a seasoned luxury brand marketer for the likes of PRADA and DIOR, had been deeply involved in the industry for much of their professional careers, getting more than their fill of the fame and fortune, began wondering if there wasn’t something more, something better, that can be leveraged from all of this craze. Rather than fight it, they embraced it with a rather bold move -- change the message of the red carpet from glitz and glamour to glitz for good.
Introducing RAD -- Redcarpet ADvocacy. Launched in January 2019, RAD creates socially-minded partnerships between talent, brands and non-profits, with the sole purpose of raising money and awareness for charities, through advocacy that starts on the carpet and continues through social media and press.
…global platforms like the red carpets at awards shows, RAD educates, inspires and activates fans to get involved and do good. The aim is to modernize the carpet, to make it culturally and socially relevant by combining brand marketing dollars with partner-driven social media activation designed to create significant, measurable impact for non-profits. They partner with celebrity talent who recognize the impact their public support of a non-profit can have, and with brands who understand the cultural and economic power of authentic engagement and social responsibility.
Here’s how it works: Celebrity stylist and talent decide on the clothing/accessories to wear to an event, RAD approaches the brand with the opportunity to donate to the charity of the talent’s choice. When the brand gets featured, so does the charity.
…the past month alone, Mandy Moore worked with RAD by wearing Jason Wu, Niwaka Jewelry and Jimmy Choo to the SAG Awards, then donated proceeds to the charity of her choice, UNICEF. Elizabeth Moss donned Neil Lane Jewelry, Tamara Mellon, Christian Dior, and Roger Vivier, with proceeds donated to ACLU. Most recently, at this year’s Grammys, Camila Cabello partnered with Giorgio Armani to shine bright in support of Save The Children. Camila and Armani engaged their 43M fans on Instagram to join the non-profit in ensuring children in the U.S. and around the world grow up healthy, educated and safe.
In January, I was so honored to attend the very first RAD event for charity. Held at The London Hotel in West Hollywood, fashion tastemakers and influencers came together for a special Academy Screening of the drama “If Beale Street Could Talk” with magnificent talent Kiandra "KiKi" Layne and Stephan James.
To celebrate the evening, brand partner Gucci made a special donation on behalf of Tracee Ellis Ross, our host for the evening, to both the #MeToo Movement, to help survivors of sexual violence, and Essie Justice Group, a non profit organization of women with incarcerated loved ones taking on the rampant injustices created by mass incarceration.
Could the question on the Red Carpet change from “Who are you wearing?” to “Where are you giving?” in the near future? We hope so…thanks to RAD.