- Girl Power
The three-year partnership aims to provide 6.5 million girls with skills for employability, personal empowerment, and education.
To mark the International Day of the Girl on October 11, luxury label Chloé announced a new partnership with UNICEF that sees the brand financing programmes that supports the empowerment of women.
Around the world, adolescent girls spend 50 per cent more of their time on household chores than boys of the same age do. The divide only grows deeper as they get older: By the time they are aged between 15 – 19, girls are twice more likely to be bereft of education, employment, or training, compared to their male peers.
That’s not even to mention what adult women in the workforce face, even in developed countries. Aside from occupational segregation, limited access to capital and networks in the typical ‘boys club’ of entrepreneurship, there’s also the very jarring statistic that women earn, on average, 77 per cent of what men do.
Hence, the partnership. Chloé itself was founded with the ideals of giving women the freedom to be themselves and be free-spirited, making the collaboration a serendipitous one. The programmes will equip adolescent girls and young women in countries such as Bolivia, Jordan and Tajikistan with tech and entrepreneurial skills.
As part of the campaign, Chloé will launch a series of items in conjunction with International Women’s Day next year, including jewellery and fashion pieces. The charity products will be available through the brand’s digital site, and in stores in France, Japan, Korea, the UK, and the US. All proceeds from the sale will go to the UNICEF fund.
Three female ambassadors for the campaign will also be unveiled on March 8, 2020 — International Women’s Day.
Chloé itself has a history of empowering women. Founded in 1952 by a Parisienne who grew up in Egypt, Gaby Aghion rejected the formalities and taboos that bound women of the time. She had a bohemian spirit but a love for luxury, and created modern, youthful clothes that reflected just that.
Aside from Chloé, Clé de Peau Beauté also recently pledged to donate US$8.7 million to UNICEF to support its Gender Equality Programme. The beauty brand’s contribution will help fund education programmes for girls in science, technology, engineering and math (STEM).
The fashion and beauty world are seeing the beginnings of its ‘come-to-Jesus’ moment. Sustainability is a hot topic, with couture brands looking to innovate with leftover stock and vintage fabrics. Meanwhile, the slow fashion movement is starting to take hold as well.
Still, it’s always good to see when more established luxury houses show a more heartfelt side to their business—hopefully, it will pave the way for more labels to give back in their own ways as well.