Saving threatened habitats worldwide

Save it with a Scarf Success

13 June, 2011 - 11:46 -- John Burton
The designers of the Liberty Scarves

Save it with a scarf designers, clockwise: Pheobe Farrell, Freya Perrett, Lollie Dunbar and Evelyn Males Echeverria. Photo © Sarah Molloy/Liberty

Save it with a Scarf was an amazing success story for the World Land Trust. It was not just the publicity it created, with almost all the major fashion and lifestyle magazines covering it, but the goodwill generated.

Save it with a Scarf started as a programme between the World Land Trust and Winchester School of Art, to design scarves that reflected WLT projects. The designs the students came up with were stunning and Liberty of London jumped at the chance to have five of the designs manufactured, gave a major launch party, and 15% of the sales to the WLT.  The launch party itself attracted a great turnout of both WLT supporters, as well as journalists and members of the fashion industry (see video below). Lily Cole, the actress and supermodel who supported the WLT's Elephant Corridor projects, in 2010 modelled the scarves for us, though she was unable to attend the event as it was right in the middle of her finals exams at Cambridge University. Just as important as the event, the sales, and the publicity, was the fact that all those involved want to do more, and others want to join in. For me the greatest achievement was getting lots of people in different industries, not just paying lip-service to conservation, but using their own expertise and knowledge to promote the WLT and its message.   

Among those involved were: Cat Deeley, TV presenter and model, who came along to show her support for the project;  Bip Ling, model, DJ and the fashion blogger of the moment donated her time to the project to DJ at the event;  Jewellery Designer and ‘Elle Jewellery Designer of the Year’, Dominic Jones, also DJ’d with Bip, donating his time to the project; the actress, Jamie Winstone, attended the event to show her support. Members of the fashion press, including   Tatler, Harper’s Bazaar, and Telegraph came along to view the scarves, as well as a number of fashion bloggers. In addition the environmental press were there, including New Scientist , The Telegraph and The Ecologist.  The event was sponsored by  city law firm, Charles Russell; partner Edward Craig attended along with his colleagues from the firm. Several WLT corporate supporters, including The Body Shop, Eurojersey, and Enterprise Plants all sent representatives along to the event.

This was an eclectic mix, but they all shared one thing: a genuine desire to save some of the world's wild places and the wildlife that lives there.

More information on Save it with a Scarf

WLT News related to the Liberty Scarves Liberty's YouTube video of the event.

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