Elephants are exceptional creatures. In addition to being the largest land mammals on earth (specifically the African Bush Elephant), elephants are also recognized for their high intelligence and human-like lifespans. They exhibit altruistic behaviour when it comes to the survival of the herd and protecting their young. And when a member of their close-knit social group passes away, these animals are known for their moving mourning rituals including the burial of their dead. Which is why, when Dutch supermodel Doutzen Kroes witnessed the effects of elephant poaching on a trip to Kenya, she decided to take action.
In 2016, Kroes started the #KnotOnMyPlanet campaign with DNA Agency founder and CEO David Bonnouvrier and his partner Trish Goff. Named after an elephant’s incredible memory, #KnotOnMyPlanet is powered by influencers and luxury companies in the fashion industry—from former American Vogue creative director Grace Coddington, to Net-A-Porter and Tiffany & Co. The campaign supports the Elephant Crisis Fund (ECF), a joint initiative between Save the Elephants and the Wildlife Conservation Network which devotes itself to ending the ivory crisis and securing a future for these endangered creatures.
To support the ECF’s goal of fundraising US$10 million, Kroes enlisted the help of Holt Renfrew’s charitable wing, H Project, overseen by the company’s director of brand and creative strategy Alexandra Weston. The store will host a national charity shopping weekend on September 7 and 8, where customers who spend $300 or more will receive a limited-edition tote bag designed by Kroes and fellow models Behati Prinsloo and Anja Rubik. Ethical Canadian label Kotn has also prepared a special line of sweatshirts, tees, and socks featuring an illustration by visual artist Melody Hansen. And for fans of Spanish luxury fashion house Loewe, an exclusive limited edition beaded elephant bag (only 15 available) will be released in October. All proceeds from both collections will go towards the ECF.
The Holt Renfrew national charity shopping weekend takes place this weekend on September 7 to 8 in support of the Elephant Crisis Fund.
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