BAGS OF HOPE

Carolina Herrera’s charitable initiative, Hope for Heart, lays emphasis on optimism and fashion’s role during the current global pandemic says Carolina A. Herrera

- MAMTA MODY

As the demand for ethical fashion rises, luxury brands are slowly realigning their strategies to practice social responsibility, whether it’s minimizing their carbon footprint or pledging donations to global non-profit organisations. This spirit of giving back has been an intrinsic part of the Carolina Herrera DNA. Lead by fashion’s most admired woman, Carolina Herrera, the brand has been pushing towards change at a global level. For the past decade, it has supported the global breast cancer awareness campaign. And as coronavirus captured the world’s attention, the luxury fashion house was quick to respond to the change in needs.

Carolina Herrera’s fragrance factories in Spain halted production to deliver hand sanitiser to the Spanish government, and the leather workshops created medical-grade scrubs. As these efforts continued, the brand brainstormed ideas to elevate its efforts to a more global level. In May, the fashion house announced the Carolina Herrera Heart for Hope initiative, through which 10 per cent of all handbags and accessories sales will be donated to the Red Cross and Red Crescent COVID-19 relief programmes.