New York—Kenneth Cole, a fashion industry pioneer who has demonstrated a deep commitment to social change for more than 30 years, is introducing a new campaign for fall, “Look Good, For Good.”
Building upon the company’s heritage of promoting “style with a purpose,” as well as Kenneth Cole’s personally vested interest in raising awareness for these causes, the new campaign will support specific charitable projects under three company pillars – Collective Health, Civil Liberties, and Artistic Activism.
For the Fall launch, The Kenneth Cole Foundation will support projects through the St. Luke Foundation for Haiti, HELP USA, and the Sundance Institute. As an extension of the campaign, Kenneth Cole enlisted three photojournalists to chronicle the work of each charity partner. The campaign is being brought to life digitally at kennethcole.com/ForGood that will feature exclusive photographer and video content from Haiti, Sundance and Help USA, as well as an interactive timeline meant to educate the consumer on the brands 30 year philanthropic history.
Focus on Accessories
The advertising campaign will be supported by a robust national print, outdoor, digital, and social media plan. The campaign was shot in New York City by fashion and portrait photographer Gregory Harris (whose previous work has appeared in prestigious magazines including Interview, WSJ Magazine, Dazed and Confused, Harper’s Bazaar, Vogue Russia and Teen Vogue). Featuring models Mirte Maas, Kai Newman, Baptiste Radufe, and Sung Jin Park, the imagery depicts modern, utilitarian looks with a focus on accessories, styled in an urban, industrial backdrop. In the spirit of social impact, the cast and crew each donated 5% of their fee to support one of the charitable projects that the company is supporting.
In a strategic shift from raising awareness of social issues to encouraging action, the brand is teaming up with TakePart.com. The digital magazine and social action platform of Participant Media will produce original editorial pieces covering the impact of Kenneth Cole’s charity partner projects as well as enable visitors to take actions benefiting each nonprofit through TakePart.com’s proprietary Take Action Platform (TAP). Directly integrated into each article, TAP actions include signing petitions, pledging, donating, sending messages of support, and measuring the influence of social sharing. To further incentivize participation, Kenneth Cole will provide rewards for each action taken.
HEALTHCARE IN HAITI – St. Luke Foundation for Haiti
Prompted by the earthquake in Haiti, Kenneth Cole collected clothing, footwear, and funds to build The Kenneth Cole Haiti Health Center in Cite Soleil, which is part of a medical system accessible to over 1.5 million people. The St. Luke Foundation for Haiti (a Haitian-run organization employing more than 1,000 Haitian staff) provides education, medical care, and dignified humanitarian outreach through key programs. This season, Kenneth Cole is supporting healthcare in Haiti by funding the continued development of St. Luke Hospital.
ENDING HOMELESSNESS – HELP USA, Youth Scholarship Fund
For over 30 years, Kenneth Cole has sought to end homelessness in the United States. In 1986, he helped to found the non-profit HELP USA – a leading national provider of housing and services for homeless and low income families, and veterans, serving 20,000 people each night. This season, Kenneth Cole is supporting HELP USA’s Youth Scholarship Fund, which will furnish financial assistance to families moving from transitional shelters into permanent housing.
DOCUMENTARies for change – Sundance Institute, Documentary Film Program
The Sundance Institute is dedicated to the discovery and development of independent artists and audiences. Kenneth Cole has been an advocate for the Sundance Institute’s mission and dedicated supporter of the Sundance Film Festival since 2003, when he joined the board of trustees. For over twelve years Kenneth Cole has been the Official Provider of volunteer uniforms for the Park City festival, donating nearly 30,000 jackets to date. This season, Kenneth Cole is supporting documentary storytelling through the Sundance Institute Documentary Film Program which provides creative and financial support to cinematic feature documentaries from independent filmmakers globally.
“For over 30 years, we have committed our resources to making a difference by addressing what people wear, while inspiring them to be aware and about what they stand in as well as what they stand for. This season, we are highlighting three charitable organizations by sending notable photographers and filmmakers into the field to document the inspiring accomplishments from three very different perspectives.” says Kenneth Cole.