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Building a good brand name is no longer just about innovative design or user-friendly products. Those are still important, but it takes so much more than that. A good reputation is about how a brand shows it cares. Not just for its customers, but for the public at large.

Recent years has seen more and more companies doing more for the world. Italian label Fendi, for example, has done its part to give national monuments a new lease on life, including the Trevi Fountain. Retailers Net-A-Porter and Bergdorf Goodman showed their support to designer Gabriela Hearst. Both companies celebrated her donation to Save the Children charity by running her collection of bags for a week in October 2017.

We take a look at some of the most recent efforts.


To celebrate the success of English electronic band Depeche Mode, Swiss watchmaker Hublot has introduced a collection of 55 pieces of its Big Bang Unico model. Each piece will represent the singles released by the band from 1981 to 2017. Net proceeds from the sale of the Big Bang Depeche Mode “The Singles” Limited Edition timepieces will go to charity: water, the charity partner of both the watch manufacture and the band.

Famed for its interlocking G logo, Gucci has built itself a solid reputation in the fashion world. And to take the brand further, CEO and President Marco Bizzarri has recently unveiled the Italian label’s plans to create a more responsible business. Part of its “Culture for Purpose” sustainability plan, Gucci will join the Fur Free Alliance to eliminate animal fur from its Spring/Summer 2018 collection onwards. It will also be organising a charity auction of its remaining fur items with proceeds to benefit LAV and the Humane Society. Additionally, Gucci is also donating €1 million as founding partner of Unicef’s Girls’ Empowerment Initiative.

Verde Kitchen, the 32-seat eatery at Hilton Singapore that serves healthy dishes, has collaborated with botanical artist Lucinda Law from Within Studio to host its first-ever exhibition of botanical watercolour illustrations. The paintings will be display in the restaurant’s space and will go on sale till June 4, 2018. 10% of the profits from the sale of the works will go charity group Food from the Heart, an organisation that aims to alleviate hunger in the world.

Hydration products maker Soma has recently entered the Singapore market. Known for its designer water filtration pitchers and carafes, each of its products are made from sustainable and eco-friendly materials. But protecting the earth is not all it stands for. The San Francisco-based company also has a passion to address the global water crisis. As such, with every purchase, a portion of every purchase of its offerings goes to charity:water.

To commemorate International Women’s Day in March, multi-label retail platform Zerrin partnered up with sustainable fashion brand Baliza and local TV host Michelle Chia to create a limited edition toga dress. Handmade from mixed silk, the dress is designed by Chia and aims to fit and flatter various shapes and sizes of ladies. Full proceeds from the dress will be donated to Ladli, the vocational training centre in Jaipur that empowers women with artisanal skills to lift them out of poverty.

Local tech start-up Carousell may be young but that’s not stopping it from doing its part for charity. Come April 28 and 29, the online marketplace is launching a fun “All-You-Can-Stuff” Carousell Clothes Buffet. The event encourages the public to declutter and donate clothes, while still revamping their existing wardrobe. With every clothes donation made, participants can purchase a bag in which to squeeze as many clothes in it as possible. All proceeds from bag sales and remaining clothes will be donated to charity.

Part of its global ad campaign titled “He’s a Fan/She’s a Fan”, Mandarin Oriental roped in international celebrities to share why they enjoy staying at its properties. And in appreciation of their support, the hotel group donates to each celebrity’s charity of choice. Joining its slew of famous supporters is Austrian actor Christoph Waltz, who has chosen to Médecins sans Frontières to benefit. Existing fans of the brand include Lucy Liu, Morgan Freeman, Lin Chiling, Karen Mok, Christian Louboutin, IM Pei, Michelle Yeoh, Jane Seymour, Kenzo Takada, Vanessa Mae, Vivienne Tam, Maggie Cheung and Dev Patel.