Victoria’s Secret Superangel Candice Swanepoel follows in the footsteps of Toni Garrn in a new denim collaboration that speaks to Smart Sensuality women and our values: smart, sexy and having great heart.
Candice has teamed up with LA Mother Denim on a range of seven denim styles created to support mothers2mothers, a South African organization that works to help prevent HIV transmission from mothers to their babies. Candice’s images are shot by Victoria’s Secret photographer Russell James, a long-time supporter of important causes that support poor women and also the culture of indiginous peoples with his super well-organized NOMAD Two Worlds project.
I assume this is all legit but there is no mention of the mothers2mothers project on the Mother Denim website, although these Candice Swanepoel photos are on the landing page.
On the Mothers2Mothers website, there is no mention of the project under Latest News or elsewhere on the website. Note that designer Victoria Beckham — whose life was changed forever by her trip to Africa — did make her second visit to m2m in November. In August, Beckham auctioned over 600 items from her closet to support the charity.
There is no press release about the Mother Denim collaboration, not a m2m blog mention. Mum is the word, and on the face of it — the Candice Swanepoel/Mother Denim collaboration is no match for the professionalism of the Toni Garrn for Closed Denim Jeans #youandmegirl Campaign in Burkina Faso. Neither is it a match for the Russell James NOMAD Two World project.
A brand — and this includes me with the reboot of my GlamTribale jewlry and gift collection after the death and disorganization associated with my business partner — must be very careful NOT to use the predispositions of Smart Sensuality people to support brands involved in activism and global engagement in a hype-driven, self-serving way.
I would advise Mother Denim to get their act together pronto on the specifics of their support of Mothers2Mothers, an organization that appears to have excellent credentials in the business of helping South African women. Pick up the phone Candice. It’s time to raise your voice.
Anne of Carversville is not a blog/website that just promotes people and causes based on a press release or Instagram post. Unlike other fashion blogs, we do our homework before advising our readers to support a project. ~ Anne