SYDNEY: Pictured right is one of the many campaign images the Salvation Army hopes will lure a new generation of fashionistas to its stores. The charity group will officially launch a new campaign tonight (October 8), aimed at promoting the benefits of purchasing recycled clothing from its flagship sites.
Dubbed 'Fashion With a Conscience', it will include a professionally styled campaign shoot, a collaboration with Australian designer Kirrily Johnston and thousands of dollars worth of clothing donations from local labels and celebrities.
Designer Melanie Cutfield has donated $5,000 worth of clothing from previous collections while Bianca Spender has donated a black evening dress from her 'Bianca Spender for Carla Zampatti' label. The items will make their debut at the revamped Salvation Army store in Oxford Street, Darlinghurst tonight.
Sydney designer Kirrily Johnston has created four garments for the campaign, which will retail at her Sydney and Melbourne stores. The garments, crafted using second-hand clothing from Salvation Army stores, will continue to be re-produced individually for six months and feature 'Fashion With a Conscience' swing tags. For each item sold, the designer will donate $20 to the Salvation Army.
Johnston's collection, along with a special capsule range from students at The Whitehouse Institute of Design, will also be paraded at the official launch tonight.