The new year has kicked off in the luxury sphere with a startling series of heartfelt and provocative moves by some leading brands to stay woke. Recently, we found three examples that moved us to stop and take note. We’re sure there are more, but these three caused us to reflect on what might be a new reality: woke luxury. Purveyors of luxury products and experiences can potentially play a transformational role in forging genuine connections between disparate communities, celebrating and encouraging human courage and decency, and ultimately helping to foster social justice in the world — if they choose to engage in actions that are viscerally moving, even shocking. Or just plain generous.
Sotheby’s and the Union des Grands Crus de Bordeaux (UGCB) earlier this week announced Bid for Better Online: Bordeaux for Napa & Sonoma, an online sale of wine direct from some of the finest Bordeaux producers, the proceeds of which will benefit the Community Foundation Sonoma County and Napa Valley Community Foundation. Both of these foundations are working hard to restore families and businesses devasated by last fall’s wildfires. The organizations state that “the auction symbolizes the strong bond shared between Bordeaux and California’s winemaking communities, whose vineyards and people have come to define the wine world for connoisseurs and enthusiasts alike.” On offer are 74 rare large-format bottles ranging in price from $50 to $6,000, each direct from the cellar, and donated by the chateau that produced them. 100% of the proceeds will go to the designated foundations. The auction runs from January 16-30.
Equinox recently commissioned seven works of art that will be displayed throughout Equinox clubs in New York City, LA, and Boston before being auctioned off to benefit the social causes that provide the inspiration behind each piece. The items in The Commitment Collection are stunning and thought-provoking:
-The Truth Lipstick. Designed by Mel Ottenberg, and crafted from old issues of The Washington Post, The Truth Lipstick stands for the paper’s commitment to journalistic freedom.
-The Law Suit. Eckhaus Latta created this business suit from the case files of groundbreaking environmental lawyer James Thornton, the founder of the nonprofit ClientEarth, who has fought to protect the Earth from climate change over the past 40 years.
-Stonewall Stilettos. To construct these shoes, Helmut Lang designer Shayne Oliver used faux leather from the walls of the Stonewall Inn in New York City, the historic site of the 1969 riots that launched the gay rights movement, commissioned to honor LGBTQA activists.
-The Shades of Humanity. These sunglasses are more than what meets the eye; Adam Selman constructed them from the camera lens of Ruddy Roye, 2016 Instagram photographer of the year, to honor his dedication to capturing diversity and resounding previously unheard voices.
-Eau de Blood, Sweat & Tears. This custom scent developed by the olfactory experts at 12.29 is infused with the DNA of Katherine Switzer, the first woman to run the Boston Marathon (in 1967), bottling the commitment and strength of women everywhere.
-The Real Camo Jacket. Y/Project’s Glenn Martens developed this jacket using material from four Heroes Project veterans, honoring the organization that works to improve the lives of those who have fought for the United States, and enables them to achieve new heights by climbing Mt. Everest, Mt. Kilimanjaro, and other top peaks around the globe.
-The Scrubs Sweatsuit. Inspired by the oncologists that enter battle daily in the war against cancer, Off-White’s Virgil Abloh created an elevated take on athleticwear to recognize the medical professionals who have dedicated their lives to saving others.
The Scrubs Sweatsuit will be auctioned this February to benefit Cycle for Survival. The other items will be offered throughout the rest of the year – check back at Equinox’s site for more updates.
Condé Nast x Ebay x Time’s Up. Just three days ago, Condé Nast announced that it will be teaming up with Time’s Up and eBay to auction off a selection of the black dresses and tuxedos worn during the Golden Globes. Anna Wintour, artistic director of Condé Nast and editor-in-chief of Vogue said: “Through this auction powered by eBay for Charity, and harnessing the compelling pull of both fashion and activism, we’re hopeful that the black dresses worn at this year’s historic Golden Globe Awards will raise funds for the Time’s Up initiative, and serve to support the stories and voices of those who have been victims of sexual misconduct.”
The auction started yesterday at ebay.com/timesup; bids are open on dresses worn by Reese Witherspoon, Nicole Kidman, Viola Davis, Tracee Ellis Ross, Margot Robbie, and more. Designers like Marc Jacobs, Calvin Klein, and Brandon Maxwell are among those who donated dresses for the cause.
True luxury has always been based on an appeal to both our hearts and our heads. In that regard, this is a continuation of an ancient trend.
Stay woke, luxury industry. The world needs you.
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