NEW YORK — MyGoodDeed, the 9/11 nonprofit organization, is partnering with IMG Fashion to create “Runway to Service,” a designer auction that will benefit several charities.
This story first appeared in the August 27, 2009 issue of WWD. Subscribe Today.
The organization is hoping designers will donate one piece of clothing from their spring collections for the online auction.
“We think the fashion community is one of the most important in this country,” said David Paine, president and founder of MyGoodDeed, adding the industry is comprised of “influencers” who can be instrumental in raising awareness of 9/11, which President Obama recently declared a National Day of Service and Remembrance.
“Each year, when shows fall on 9/11, we find the appropriate tone to remember this unfortunate day,” said Fern Mallis, senior vice president of IMG Fashion, which organizes New York Fashion Week. “We are delighted to work with MyGoodDeed, one of the most respected 9/11 organizations, to make this year a very special commemoration in honor of Sept. 11 officially becoming a National Day of Service.”
Designers and brands that have so far agreed to participate include Donna Karan, Phillip Lim, Tommy Hilfiger, Rachel Roy, Carmen Marc Valvo, James Coviello, Charlotte Ronson, Milly, Tibi, Vivienne Tam, Tracy Reece, Rebecca Taylor, Max Azria, BCBG Max Azria and Hervé Léger. The auction will take place from Sept. 11 to Sept. 30 at 911dayofservice.org/runway. Sales of the items will support 9/11 and fashion charities, including Fashion for All.
“[The initiative] with Mercedes-Benz Fashion Week is part of a national effort to encourage people throughout the U.S. and outside of the U.S. to remember the events of Sept. 11 by doing good deeds,” Paine added. “We are trying to rekindle the spirit of unity and selflessness that we had after the attacks.”