Ariel AID Couture: Shop for a cause

Rappler.com

This is AI generated summarization, which may have errors. For context, always refer to the full article.

Ariel AID Couture: Shop for a cause
Pre-loved clothing from celebrities, donors, were up for sale to raise funds for the Philippine Red Cross

[EDITOR’S NOTE: The following is a press release from Proctor & Gamble Phils.]

MANILA, Philippines – Twenty typhoons hit the Philippines in a year. As a result, the Philippine Red Cross receives 18 tons of clothing donations. While the spirit is admirable, some of the clothes that are donated are not suitable for the victims.

Last weekend, Glorietta and Market! Market! hosted the second Ariel AID Couture. The mission for it was clear: convert these pre-loved clothes into cash, to buy items that afflicted areas really need.

“Why not turn these clothes into items that people need: food, drinking water, medicine and mosquito nets?” asked Mukta Maheshwari, Ariel Country Brand Manager. Former senator Dick Gordon, chairman of the Philippine Red Cross, chimed in by saying, “Baguhin natin ang style ng pagbibigay. (Let’s change how we give.)” The items for sale included pre-loved clothes from celebrities Vicky Herrera, Angel Jacob, Divine Lee, and donations from designers Happy Andrada, JC Buendia, Rajo Laurel and John Paras.
FASHION FOR A CAUSE. Philippine Red Cross Chairman Dick Gordon talks about a new way of giving. Photo by Meryll Yan

What does a shirt buy?

JUST LIKE NEW. All pre-loved clothes for sale were washed in Ariel, in partnership with Suds Laundry. Photo by Meryll Yan

A P1500 celebrity pre-loved jacket is equivalent to three food supply packs. A tailored suit from designer JC Buendia is equivalent to six medicine kits. There were also less expensive items, ranging from P250 for jeans, sweaters and boho blouses. All of the clothes on sale were laundered by Suds using Ariel. The Glorietta Activity Center program had live styling segments and a celebrity auction.

As mall-goers went through the racks, LED screens overhead projected the running tally of clothing sales and their equivalent aid.

It was a more low key event at the Market! Market! Activity Center with racks of pre loved sweaters, denims and button downs for men and women.

STEALS. Denim jeans for sale at Market! Market! starting at P250. Photo by Adrianna Mejia

Both events were thrift shopping made even better. It was retail therapy for good cause. Shopping was made even more convenient as there were Red Cross volunteers at the ready. Clothes were labeled and categorized accordingly, including what their equivalent aid would be when purchased.

Chichay Matias of Leo Burnett, the creative agency of Ariel AID Couture, said that in Market! Market! they pushed the sales of the clothes as, unlike Glorietta’s, they didn’t have a program or live styling segment. 

“This [event] is a way to convert fashionable items into life essentials. So as you can see, we have conversion tables that show a shirt can be converted into 25 hot meals. Instead of keeping these clothes in Red Cross warehouses, it would be best to sell them and convert them into something more useful to the [typhoon] victims.”

ONE TOP FOR 25 HOT MEALS. For every item sold, Red Cross will raises funds for hot meals, hygiene kits and medicine kits, just to name a few. Photo by Meryll Yan
“This 2015, when we did our research, more than 20 [typhoons] pa yung dadating sa Pilipinas. (More than 20 typhoons will be coming in the Philippines in 2015).”

This year, they hope to raise P1 million.

TYPHOON SEASON. Proceeds from the sales of Ariel AID Couture are funneled into the ongoing rehabilitation efforts of Philippine Red Cross. Photo by Meryll Yan
Maybe after a long day of shopping for clothes, you’d feel a bit guilty for splurging. In this case though, you know your money is not just for an #ootd addition, but is going to help. – Rappler.com

Add a comment

Sort by

There are no comments yet. Add your comment to start the conversation.

Summarize this article with AI

How does this make you feel?

Loading
Download the Rappler App!