LONDON, Nov. 7, 2012 /CNW/ - Chic Outlet Shopping®, the Collection of luxury outlet Villages by Value Retail, will partner with (RED), the global charity established to fight against AIDS, and launch a special-edition tote bag designed in collaboration with photographer and humanitarian Helena Christensen.
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The exclusive bag will feature a (RED) inspired design and photograph by Helena Christensen, who personally attended the launch at Maasmechelen Village, one of the nine Chic Outlet Shopping® Villages near Brussels, on Tuesday 6 November.
The limited-edition tote bag will be exclusively available for sale in Maasmechelen Village to mark World AIDS Day on 1 December. It will be available across the Collection of all Chic Outlet Shopping® Villages in Europe from 1 February 2013 as part of the launch of the (RED) Is The New Black campaign. The bag will be available to buy for €10 each with all profits donated to the Global Fund.
The (RED) Is The New Black campaign will be a vibrant celebration of all things coloured red for the month of February 2013. Visitors to the nine Chic Outlet Shopping® Villages will discover a lively programme showcasing the very best promotions from international luxury fashion and lifestyle brands, as well as unique in-Village animation to create a world where the colour red truly comes alive.
Chic Outlet Shopping® and (RED) are working towards a larger partnership for the month of February, in conjunction with Valentine's Day and Chinese New Year, where all nine Villages will be transformed into all things (RED) with special activities to raise awareness and funds in the fight against AIDS.
"We are proud to partner with (RED) in collaboration with Helena Christensen to help support the Global Fund in their pursuit of an AIDS-free world. Our goal is to leverage the power of our global platform to raise awareness of this important cause amongst our international shoppers. This partnership is in keeping with the Chic Outlet Shopping® Villages' ongoing commitment to supporting humanitarian projects around the world."
Desirée Bollier, Chief Executive, Value Retail Management
"This partnership with Chic Outlet Shopping® is an exciting one for us - it's an opportunity to spread the (RED) message across Europe and to give consumers another way to buy (RED). We're thrilled to have Helena Christensen launching the partnership - she has been an incredible friend to (RED) over the years and supporter of our mission to help eliminate AIDS."
Deborah Dugan, CEO, (RED)
"When Chic Outlet Shopping approached me with this project I was excited to get involved. I have been a longtime supporter of (RED) and am thrilled that the sale of the bag will contribute to the goal of achieving an AIDS-free generation by 2015."
(RED) was founded in 2006 by Bono and Bobby Shriver to engage businesses and consumers in the fight against AIDS.
(RED) partners with the world's most iconic brands who contribute up to 50% of profits from (RED) branded goods and services to the Global Fund. (RED) Proud Partners include: Apple, Starbucks, Converse, The Coca-Cola Company, Beats by Dr. Dre, Belvedere, Bugaboo, Claro, Nike, Penfolds, SAP, Telcel and American Express (UK only). (RED) Special Edition partners include: Shazam, Girl Skateboards, Mophie, FEED, Nanda Home, Solange Azagury-Partridge, Bottletop, Tourneau and TOUS.
To date, (RED) has generated over $190 million for the Global Fund to fight AIDS, Tuberculosis and Malaria, to support HIV/AIDS grants in Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia. 100 percent of that money goes to work on the ground - no overhead is taken. Global Fund grants that (RED) supports have impacted more than 14 million people with prevention, treatment, counseling, HIV testing and care services.
(RED) has led several high-profile initiatives to raise awareness and funds for HIV/AIDS related issues including (PRODUCT)RED, THE AIDS FREE GENERATION IS DUE IN 2015 campaign and most recently, the (RED)RUSH TO ZERO campaign.
(RED) is a division of The ONE Campaign. Learn more at http://www.joinred.com.
About Chic Outlet Shopping®
Chic Outlet Shopping® is the Collection of nine Villages by Value Retail, offering the authentic previous seasons' collections of the world's leading fashion and lifestyle brands with reductions of up to 60% on the recommended retail price, all year round.
The Chic Outlet Shopping® brand, marketed worldwide, is promoted to consumers directly and through the travel trade in key regions representing the highest potential visitation: China, Russia, the Middle East, Japan, Korea, South East Asia, the USA, South America, Western Europe and Eastern Europe.
In 2012 the Chic Outlet Shopping® promotional campaign will market the Villages to a global audience of more than 900 million in worldwide fashion and lifestyle media, strategic PR, exclusive press events, online and offline marketing, and on digital and social media platforms.
Learn more about the Collection of Chic Outlet Shopping® Villages at ChicOutletShopping.com.
SOURCE: Value Retail
For further information:
Maira Genovese - Mob: +44(0)7900-217-471