SOCIALLY SUSTAINABLE: When a model, a photographer and an actresss get together to host an event, one can count on a good-looking crowd. On Thursday night, at the behest of friends Lily Kwong, Claiborne Swanson Frank and Elizabeth Gilpin, a bevy of PYTs filled Beverly Hills’ Switch boutique to celebrate the opening of eco-friendly apparel line Amour Vert’s pop-up shop inside the store.
Actresses Dylan Penn, Ashley Hinshaw and Claire Holt, aspiring musician Caroline Vreeland and model Amanda Hearst shopped the San Francisco-based brand’s Plant a T(R)EE collection, which promises one tree planted in America for every t-shirt sold.
“It just felt like a call to action,” Kwong, recently named Amour Vert’s director of brand strategy, explained. “Fashion is the number two polluting industry in the world after oil. I have this platform in fashion…so I had to do something.”
Kwong, who commutes between New York and San Francisco juggling modeling and urban planning, enlisted the help of her Los Angeles pals to spread the word. “When she [Lily] told me about the brand and I realized what a good cause it was, I said to her, ‘Why don’t I help you organize an event in LA?’” said Gilpin, an aspiring actress and member of artsy collective FastForward. “It’s a very small thing I can do for a much bigger cause.”
Swanson Frank, who is currently working on her third photography book, was next to come on board. “Lily has worked with Claiborne and so much of her work is about shooting in natural landscapes and the environment, so I think her work aligned with the message we were trying to send,” said Gilpin. Added Swanson Frank, “I’m crazy about the plant a tree idea. It really makes a difference.”
The pop-up shop, open through April 9, will help bring Amour Vert closer to its goal of planting 100,000 trees by the end of 2015; the brand has planted 27,000 so far.