Holt Renfrew’s H Project is elevating its support for elephants.
For the second year, the H Project is partnering with #knotonmyplanet, which works to preserve the elephant population and benefit the Elephant Crisis Fund, an initiative launched by Save the Elephant and the Wildlife Conservation Network in partnership with the Leonardo DiCaprio Foundation.
The H Project, led by Holt’s divisional vice president of brand and creative strategy Alexandra Weston, curates apparel, accessories, home decor and beauty products with stories around them. The idea is to highlight artisans around the world and showcase products with an element of sustainability or a charitable component.
Model and global ambassador of #knotonmyplanet Doutzen Kroes is also supporting the elephant cause, and elephant-inspired artworks from En Masse, Nicole Charles, Briony Douglas, Ben Johnson and Pauline Loctin are on view at Holt Renfrew.
On Saturday and Sunday, Holt is staging a charity shopping weekend to raise $200,000 for the Elephant Crisis Fund. Limited-edition elephant totes designed by models Kroes, Behati Prinsloo Levine and Anya Rubik are being offered as gifts with purchase when customers spend $300 or more, and Holt has a limited-edition collection of T-shirts, sweatshirts, socks and other items designed by Canadian brand Kotn with elephant illustrations by artist Melody Hansen. All the profits from the collection, priced $20 to $125, will be donated to the fund.
Holt will also be selling 15 limited-edition, hand-beaded elephant bags designed by Loewe, starting in October. All those proceeds will be donated to #knotonmyplanet. Since 2018, Holt Renfrew has raised more than $250,000 for #knotonmyplanet to benefit the Elephant Crisis Fund.
“We hope, through our retail platform and as a leader in the industry, to use our voice to further amplify the incredibly important conversation around saving the elephants and wildlife conservation as a whole,” said Weston.
“The fashion industry has been incredibly supportive of #knotonmyplanet and the Elephant Crisis Fund,” added Kroes. “When we originally launched, I asked my friends in the fashion industry to help spread the word. This led to so many people across the world wanting to know more about what we were doing, which caught the attention of industry icons like Holt Renfrew which asked to help.”