Amidst the devastating wildfires that have ravaged parts of California, particularly affecting Los Angeles, the fashion and beauty sectors have stepped up to offer significant support. The crisis began on January 7th when a fire ignited in Pacific Palisades, leading to several other fires across Pasadena and Altadena. These disasters have displaced thousands of residents, including notable celebrities such as Leighton Meester, Adam Brody, Joshua Jackson, Spencer Pratt, Heidi Montag, Anna Faris, and Milo Ventimiglia. In response, numerous brands have launched initiatives aimed at aiding relief efforts. Jewelry brand Sydney Evan, skincare company Summer Fridays, athleisure label Set Active, Australian retailer Cotton: On, and organic skincare line Josie Maran are among those contributing through donations and special sales. Each brand has pledged a portion or all of their proceeds from specific products to various wildfire relief organizations.
The wildfires that have swept through Los Angeles have caused widespread destruction, impacting not only local residents but also celebrities residing in the area. Celebrities like Leighton Meester, Adam Brody, Joshua Jackson, Spencer Pratt, Heidi Montag, Anna Faris, and Milo Ventimiglia were among those forced to evacuate their homes. Ventimiglia, who is expecting his first child with wife Jariah Mariano, expressed gratitude for the safety of his family despite the challenging circumstances. In response to this tragedy, many fashion and beauty brands have taken action to provide much-needed support. Sydney Evan, a jewelry brand based in Los Angeles, has committed to donating 100 percent of the proceeds from its California and Eye Heart LA charms collection to the Los Angeles Fire Department Foundation. This gesture reflects the brand's deep connection to the community and its commitment to aiding those affected by the disaster.
Skincare brand Summer Fridays, founded by influencers Marianna Hewitt and Lauren Gores Ireland, has also joined the effort. The brand has pledged to donate 100 percent of net sales from any purchase made on its website. Additionally, Summer Fridays has contributed to Baby2Baby, Pasadena Humane Society, and World Central Kitchen, demonstrating its multifaceted approach to supporting relief efforts. Another brand making an impact is Set Active, which unveiled a limited-edition LA Loves You Too crewneck. All proceeds from this item will be donated to the Los Angeles Fire Department and other related relief efforts. The brand's initiative highlights the importance of coming together during times of crisis.
Australian retailer Cotton: On has also shown solidarity with the affected communities. From January 13 to January 26, all proceeds from its Foundation product line will be donated to Project HOPE, a global health and humanitarian organization. This contribution underscores Cotton: On's commitment to providing medical care and supplies to those in need. Lastly, organic skincare brand Josie Maran has announced that it will donate 100 percent of the proceeds from sales on its website to wildfire relief efforts. This move further exemplifies the collective effort of the fashion and beauty industry to assist those impacted by the wildfires.
The outpouring of support from these brands demonstrates the power of community and collaboration in times of crisis. Through their contributions and initiatives, they are helping to provide essential resources and aid to those affected by the wildfires. The collective efforts of these companies reflect a shared responsibility and a commitment to rebuilding and supporting the communities they call home. Together, they are making a tangible difference in the lives of those impacted by this devastating disaster.