Michelle Obama Pushes to “Secure a Brighter Future for Girls” with New Saks Campaign
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In a continuation of her long-standing support of young women, dating back to her days as First Lady, Michelle Obama announced a new partnership this week with Saks Fifth Avenue that will benefit girls.
On November 22, the retailer and the Obama Foundation’s Girls Opportunity Alliance (GOA)—a program that seeks to empower young women in the United States and around the world and improve their lives through education—launched a festive holiday campaign with collections from 15 designers including 3.1 Phillip Lim, Christopher John Rogers (who created Vice President Kamala Harris’s monochromatic inauguration look), and Oscar de la Renta.
“If you’re buying something from this collection over the next week or few weeks, you’ll not just be scratching something off your to-do list, but you’re also going to have the opportunity to help secure a brighter future for girls all around the world,” she said. “And what a powerful way to embrace the holiday spirit, isn’t it?” In addition to a $1 million donation from Saks, 100 percent of the net proceeds through January 1, 2022, will be donated to the GOA.
“Giving back has never felt so necessary as it does right now in 2021 going into 2022,” says Oprah Daily’s creative director, Adam Glassman. “My goal is to teach people to be conscious consumers—to know that their purchases are more than just quick, throwaway buys. As individuals, we have power, but as a collective, we can rise up to another level if we all shop with retailers who marry purchasing with purpose.”
The partnership was announced during Saks’ iconic annual unveiling of its 10-story light show window display in New York City.
“In the spirit of holiday giving, Saks is making a generous donation that will help so many adolescent girls all over the world,” Obama said. “This contribution to the Girls Opportunity Alliance will help these girls to reach their full potential—and that’s especially important as the pandemic continues to threaten their education, which would set us all back in the years and decades ahead.”
Through the partnership, Saks also awarded a mentorship throughout 2022 to three student advocates from the GOA. Adds Glassman: “We all know that charity is the right thing to do. So it makes sense to offer a gift with purpose.”
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