The old adage that the fashion industry is so pompous and condescending that they don't give a damn might be a misconception due to recent initiatives launched by a few fashion brands. Gucci, Coach and Max Azria have items up for grabs available for purchase to help support several endeavors through charitable aid and donations from proceeds.


Last month, Gucci released the Tattoo Heart Collection to support UNICEF and featured music style ingénue Rihanna as their poster girl. The ad campaign includes an e-film on the website of Rihanna on a swing sporting one of the handbags. The primarily white accessory line available for a limited time only is the fourth annual drive by the Italian house to support African children afflicted with AIDS. Twenty-five percent of proceeds from purchase of any of the items with the iconic heart and rose tattoo logo go directly to the cause.

"I am blown away by what UNICEF has been able to accomplish in Africa with the funds raised by Gucci. I feel very fortunate to be part of this collaboration," says Rihanna, who appears in her first ever international Gucci advertising campaign. "I love the idea of a heart being tattooed onto the handbags," explained Gucci's creative director Frida Giannini, who has been involved in Gucci's annual charity line since 2005. "It's a permanent mark that you can wear with pride that stays with you. I think that represents very well what we are doing here. This is not a one-off program, but rather an ongoing commitment to give back."
For more information and purchase visit www.gucci.com

Logo-laden luxury brand Coach partnered with 11 of Tinseltown's finest to support their favorite cause. Hollywood humanitarians Halle Berry, Jessica Alba, Kerry Washington, Eva Longoria, Rosario Dawson and more each personally selected their favorite Coach handbag from the fall/winter '08 line that when purchased, 20% of its proceeds benefit the charity of their choice.
Gucci Tattoo Heart red suede slingback wedges, $740

For example, Dawson didn't forget her roots so the New York City native chose the Lower Eastside Girl's Club, a local program from her old neighborhood.
For more information on Coach Cares visit www.coach.com



Kerry Washington's pick, the "Sabrina" satchel, $498 supports V-Day

Not long after Material Girl Madonna brought international attention to the plight of Malawi by not only starting a charity to support the country but when she adopted her youngest child David from there, fashion bigwig Max Azria jumped on the bandwagon by designing a H.E.L.P. Malawi t-shirt to help fund construction of the Nandumbo Medical Clinic there.

Actresses Joy Bryant and Zoe Seldana went to a recent H.E.L.P. Malawi fundraising event held at Azria's flagship store in New York City to lend their support. Jewelry designer Lori Leavitt debuted her Panthera Collection created exclusively for the organization. "I've supported this cause for two years," said Max. "It's important that the money goes to the right place, and with them, it does."
For where to buy the t-shirt visit www.maxazria.com.
To purchase the accessories visit www.lorileavitt.com



H.E.L.P. Malawi t-shirts on display at the fundraising event