WWD.com/fashion-news/fashion-features/seventh-on-sale-back-with-bigger-goal-489654/
government-trade
government-trade

Seventh on Sale Back With Bigger Goal

Seventh on Sale is coming back in full force this fall.

NEW YORK — Seventh on Sale is coming back in full force this fall.

The charitable sample sale, which was founded by the Council of Fashion Designers of America Foundation and Vogue magazine in 1990, will feature the return of public shopping days in addition to the eBay auction; a slew of new sponsors, and a goal to more than double the $1.7 million raised for HIV/AIDS organizations in 2005, when it was resurrected after a 10-year hiatus.

It will launch with a black-tie gala and shopping event on Nov. 15, followed by a three-week sample sale at 7thonSale.eBay.com, ending Dec. 6.

MAC AIDS Fund, Marc Jacobs International and Topshop are joining CFDA Foundation, Vogue, eBay, Kenneth Cole Productions and Polo Ralph Lauren as sponsors. In addition to providing financial support, the sponsors participate in organizing the event and offer the manpower to produce it.

CFDA president Diane von Furstenberg and Vogue editor in chief Anna Wintour, who are spearheading the initiative, will cochair the gala with Meg Whitman, president and chief executive officer of eBay Inc.; Kenneth Cole; Ralph Lauren; Marc Jacobs; John Demsey, group president of the Estee Lauder Cos. Inc. and chairman of MAC AIDS Fund; Sir Philip Green, group ceo of Topshop, and Kate Moss.

To drum up more money, public shopping days will be held Nov. 16 to 18, offering a mix of women’s, men’s and children’s wear as well as home goods donated by designers. Tickets for the public shopping days are expected to be about $25.

“While 2005 was incredibly successful, and we extended our reach by going to eBay, the missing piece was that there was no public shopping event,” said Steven Kolb, executive director of the CFDA.

The location of the gala and shopping event hasn’t been disclosed, but more than 300 companies are expected to donate merchandise.

Seventh on Sale has raised close to $13 million in the four times it has been held. The money has been distributed to many organizations, including the AIDS Community Research Initiative of America, amfAR, Gay Men’s Health Crisis, God’s Love We Deliver, Alpha Workshops, Greenhope Services for Women, HIV Law Project, Harlem United Community AIDS Center and the Latino Commission on AIDS.

This story first appeared in the July 19, 2007 issue of WWD.  Subscribe Today.

“AIDS for many years was at the forefront of people’s consciousness,” Kolb said. “While the epidemic continued, the support diminished, but the 2005 event was recommitment from part of the industry. In addition to raising $1.7 million in 2005, it really revitalized the New York City AIDS Fund, which had been dormant for many years.”