Fashion is putting on its philanthropic hat once again and this time, it’s for the elephants. Supermodel Doutzen Kroes has joined hands with Tiffany & Co. for a special initiative to put an end to elephant poaching. In support of the Elephant Crisis Fund (ECF), for which Kroes is the global ambassador, the jewellery house has unveiled its limited edition “Tiffany Save the Wild” collection.
The new collection includes a range of charms, brooches and necklaces that come in sterling silver and rose gold, but the highlight is the elephant symbol that is featured on each accessory. Starting from $150, the sale of every item on the “Tiffany Save the Wild” collection will fund the ECF’s vision to stop the demand for ivory for good. Besides pledging to donate 100% of the profits to the charity, the jewellery house is also committing to donating at least USD $1million by January 31, 2019.
That’s not all. On behalf of Tiffany & Co., Kroes is banding together with several other famous faces from the fashion industry to promote the new #KnotOnMyPlanet social media campaign. “I realized that we could be the last generation to see elephants in the wild so we launched #KnotOnMyPlanet to take urgent action,” said Kroes in a statement.
The #KnotOnmyPlanet campaign is rooted in the fashion world, where it was originally conceived by David Bonnouvrier, Co-Founder of DNA Model Management, Trish Goff and Kroes herself. In order to help the ECF raise awareness of the problematic demand for ivory, players of the fashion industry were asked to wear a knot as a tribute to the idiom, “an elephant never forgets”.
Tiffany & Co. has also tapped its Fall campaign stars for the cause. Making an appearance for the luxury brand once again are singer Janelle Monaé, actresses Elle Fanning and Zoë Kravitz, and indie musician Annie Clark (who goes by the stage name of St. Vincent).
The ‘Tiffany Save the Wild’ collection is now available in stores and online at Tiffany & Co.’s official website.