Chalhoub Group joins hands with Dubai Cares, part of Mohammed Bin Rashid Al Maktoum Global Initiatives, and award-winning artist James Goldcrown for this year’s sustainability campaign, ‘Creating Impact, with Love’ set during the holy month of Ramadan.
As part of the campaign, 8,000 sustainably made recyclable tote bags will be available for purchase across Chalhoub Group’s wide network of 27 brands and 103 online and offline brand stores in the UAE, sporting Goldcrown’s iconic design, the bleeding-heart shaped love wall mural. In addition, members of the Chalhoub Group’s loyalty program, MUSE will be able to redeem points and purchase the bags on the Muse App (for Apple and Android).
All proceeds from the sale of the bags will be donated to Dubai Cares. This will benefit a global initiative called “RewirEd Global Declaration on Connectivity for Education.” It aims to mobilize both public and private sector support for increased connectivity for learning and building a shared understanding of the importance of, and the right to connectivity for education.
Commenting on the campaign, Florence Bulté, Chief Sustainability Officer at Chalhoub Group, said, “We ensure every year to create meaningful campaigns during the holy month of Ramadan. Our ‘Creating Impact, with Love’ campaign is a great example of how our brands can support community initiatives and programmes such as RewirEd and at the same contribute towards our sustainability commitments.”
Chalhoub Group has collaborated with UAE-based company, ‘Save The Planet’ to produce the environmentally friendly JuCo bags, made using a mixture of jute yarn and cotton fibres. ‘Save The Planet’ uses a part of its earnings to run complimentary training programmes to upskill underprivileged women, also employing them where possible.
Abdulla Ahmed Alshehhi, Chief Operating Officer at Dubai Cares said: “COVID-19 magnified the great digital divide that exists between those who are connected and those who are not. Through the ‘RewirEd Global Declaration on Connectivity for Education,’ we aim to equip children and young people with the digital resources and tools they need in order to learn and shape the future they want. We thank our long-standing partner, Chalhoub Group for supporting our initiative through its Ramadan campaign which will empower even more children and youth around the world by providing them with the opportunity to learn, flourish and succeed.”
The “RewirEd Global Declaration on Connectivity for Education” was developed by UNESCO in partnership with Dubai Cares to provide a framework aimed at ensuring that connected technology better supports the right to education. The Declaration reflects the inputs of a 22-person expert advisory group and a global consultation process involving governments, civil society, youth, teachers, researchers, private sector organizations, and other stakeholder groups to put forward principles and commit to the cause.
Goldcrown’s bleeding hearts love wall mural has gained global resonance while amplifying messages of love by reaching people in a meaningful way and showcasing his genuine efforts towards changemaking through art.
“Being able to support the ‘Creating Impact, with Love’ campaign with the first-ever Chalhoub x ArtKōrero collaborative *Love Bag is beyond exciting. I hope my artwork brings a lot of joy and inspiration to the wearers of this bag. Knowing that all proceeds raised will go towards charity reflects the generosity and spirit of Chalhoub Group and the UAE to support the union of giving, art, and fashion,” Goldcrown concludes.
The tote bags are available for sale on the MUSE App and in store at Faces, Ghawali, Tanagra, Tryano, Bobbi Brown, Courcelles, Dolce & Gabbana, Dsquared, Ex-Nihilo, FILA, Frederic Malle, Karl Lagerfeld, Kenzo, Kilian Paris, Lacoste, L’Occitane, Michael Kors, Molton Brown, Nars, Paul Smith, Rene Caovilla, Stella McCartney, Salvatore Ferragamo, Swarovski, Tory Burch, Tumi and Versace in the UAE.