The Fashion Fund: how to draw attention to a cause

Fortunately, the amount of woes in this world are matched only by the number of fantastic groups and organisations working to do something about them. We Don’t Care Inc. can be counted amoung them, set up to get young people involved in local social justice initiatives. Fortunately for us their first project not only raises money for homeless people across Victoria, it also gives Melbournians a great excuse to go out and dig up some pre-loved designer bargains – so mark Saturday the 24 of September, 2011 into your diary with Federation Square as your destination.

I could say more about the upcoming ‘The Fashion Fund’ event with its market of pre-owned designer clothes, its free live entertainment, and its exhibition of emotive short films featuring the stories of homeless people in Victoria. But as well as drawing attention to a good cause, I’d also like to draw attention to how to draw attention to a good cause; because We Don’t Care Inc. have done that so well.

the fashion fund shoot

Click the thumbnails for full pictures:
The Fashion Fund Editorial
The Fashion Fund Editorial
The Fashion Fund Editorial
The Fashion Fund Editorial
The Fashion Fund Editorial
The Fashion Fund Editorial
The Fashion Fund Editorial

Yes I’m referring to the above photo shoot, styled by Vass Arvanitis using clothing that will be up for sale on the day. With beautiful photography by James Pipino and fantastic styling by Vass, there are few better ways to both create desire around the fashion and spread the word about the cause then by outputting quality imagery like this. This spreads. It cuts through. And that’s important regardless of whether you’re promoting a brand, a product, or a cause.

View the rest of the images above. Keep an eye on wedontcareinc.com for more information.

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Some people's wardrobes are about a small selection of pieces that all fit within one aesthetic - Tania Braukamper isn't such a person. With a wardrobe that spans three different rooms, her approach to fashion is a mixture of current-season key pieces mixed with vintage finds she's sourced on innumerous shopping trips around the world's more cultured capitals. Despite a disparate approach to shopping, Tania is adamant that the key to mixing vintage with new season is to stick to key looks and colours that work for oneself. And it's a theory that she works into her writing for Fashionising.com, where she serves as the publication's Editor.