By: Haley Bosselman By: Haley Bosselman | January 15, 2025 | Style & Beauty, Feature,
Alo Yoga
Fashion and jewelry brands have rallied to support the rebuilding of Los Angeles and its community. From high-stakes auctions to awe-inspiring donation drives, read on for how these industries are supporting Los Angeles fire relief efforts.
Adam Neeley debuted a six-piece capsule collection featuring made-in-California jewels that will benefit Direct Relief and its work to support Angelenos affected by the Los Angeles wildfires. Symbolizing the precious beauty of California, the collection includes four pieces with gemstones sourced from the Golden State and the water droplet-inspired Adam Neeley L’aqua set, a nod to regeneration and love.
Website/ Various
Alo Yoga is on a mission to hand out 20,000 care kits this week. Featuring a curation of essential items, each kit includes wellness products, clothing basics, water and other essentials from brands like PH Water, Cali Water, Chlorophyll Water, St James Ice Team, C2O Coco, Real Coco, LMNT electrolyte drink and Siete Chips. Angelenos affected by the wildfires can pick up these kits at Alo Beverly Hills (370 N Canon Dr 90210) through Jan. 16 or Alo Commerce (6687 Flotilla St 90040) through Jan. 18. Additionally, Alo has teamed up with Goop Kitchen, Chef Bae x Holy Smokes, Cava and Bravo Toast to supply daily meals and has made financial contributions to the Los Angeles Fire Department Foundation, Baby2Baby and Canine Rescue Club.
Home and real estate virtuoso Jenna Cooper and team hopped on a text threat at 1 p.m. on Jan. 8, just one day after the Palisades Fire began. By late that same afternoon, +Coop—Cooper’s Beverly Grove home goods store—was filled with donations for fire victims thanks to calls to action by friends like Sharon Stone and Halle Berry and contributions by Lululemon, Joe’s Jeans, Golf Wang and more. Kindness was so abundant that organizing and distribution efforts spilled into neighbor Nicky Kehoe and surrounding parking lots. “It’s impossible to put into words what this week has been like for the city that we love and proudly call home,” Cooper wrote in an Instagram post. “Over the past few days, we have held each other, cried together and welcomed people who have lost everything. We feel lucky and humbled to have played a small part in helping anyone feel supported—even if just for one day or one week.”
From Jan. 13 to Jan. 26, 100 percent of Cotton On Foundation funds collected online and in stores in the United States will be donated to Project Hope.
“Yesterday I woke up to the news that our family home had burned to the ground,” Erin Sachse wrote on Instagram in early January. “My family, alongside so many other families and people, are completely devastated. I love this city with all my heart. Please support the brave men and women risking their lives to keep us safe.” Sachse (who first began making jewelry in her childhood bedroom in the Palisades) showed support by donating meals to firefighters and helping women rebuild their jewelry collections through her jewelry brand, Eriness. A portion of all sales in January will also be donated to CORE, a global humanitarian organization that delivers immediate response and long-term recovery solutions and is currently responding to the L.A. fire disaster.
Website/ 1720 Euclid St 90404
Activewear brand FP Movement will hand out new clothing, shoes, and body care supplies from Free People, FP Movement and partner brands at The Free Shop by Free People from Jan. 18 to 20, 8 a.m. to 5 p.m. There will not be ID checks at the shop and Angelenos are encouraged to pick up items on behalf of those in need.
Website/ 350 N Fairfax Ave 90036
In addition to donating to +Coop’s wildfire relief efforts, Tyler, the Creator’s clothing and accessory brand held its own donation drive during the first weekend following the start of the fires. The Fairfax institution also welcomed Angelenos affected by the fires to come by for new clothes.
Lauren Harwell Godfrey’s fine jewelry brand has raised more than $350,000 through its Charity Heart series since first launching it in 2020. Each heart pendant has funded a unique organization like World Central Kitchen, Every Mother Counts and Futures Without Violence. Harwell Godfrey’s seventh Charity Heart—an 18K yellow gold piece glimmering with natural white diamonds—proved to be its most urgent yet. Godfrey put out a call on Instagram to auction the piece within four hours; she wanted to donate to the Los Angeles Fire Department Wildfire Emergency Fund as soon as possible. Swiftly, the bid peaked at $11,000, but Godfrey decided she wasn’t done. The limited edition Charity Heart is available to order until Jan. 16, and 100 percent of profits will continue to support the LAFD Wildlife Emergency Fund.
Active swimwear brand Left on Friday, which also offers apparel and accessories, is putting together care packages stocked with new LOF gear. You can apply online for yourself or a loved one affected by the fires.
Lingua Franca NYC is showing love for the West Coast with a City of Angels-inspired version of its classic cashmere crewneck. A portion of proceeds from the “I Heart L.A.”-embroidered sweater will be donated to World Central Kitchen. You can also opt for an “I Heart Altadena” crewneck, “I Heart Pacific Palisades” sweatshirt or other options from the California Love collection.
Sending thoughts and care from the East Coast, Jade Ruzzo made a special piece to raise funds for wildfire relief efforts. The New York City jewelry brand has crafted a sapphire-embellished pendant that proclaims, “keeping the beat,” from which 100 percent of proceeds will benefit the Los Angeles Fire Department. Interested buyers can direct message the brand on Instagram to purchase.
Jeffrey Campbell will donate 30 percent of all sales on its website between Jan. 9 and 21 to aid Angelenos affected by the wildfires. The bold contemporary shoe brand also made direct donations to the Los Angeles Fire Department and California Fire Foundation.
Jenna Grosfeld is a Los Angeles native whose vintage-inspired jewelry brand, Jenna Blake, is donating 50 percent of all sales in January toward Los Angeles fire relief. “While we are devastated and heartbroken for our friends, family and the city we love, we are here to support them in any way we can,” she wrote in an Instagram post.
Website/ 1524 Montana Ave 90403
Pink Chicken released an L.A. firetruck bamboo pajama set and romper, from which 100 percent of profits will benefit Baby2Baby. The presale runs through Jan. 17.
Rebecca Minkoff and the Female Founder Collective hosted a fundraiser on Instagram that has raised $1.2 million dollars and counting for the Los Angeles Fire Department Foundation. Additionally, RM and FFC teamed up with illustrator Rob Wilson and creative studio Lefty’s Right Mind on a t-shirt that celebrates the bond between New York and Los Angeles. Interested supporters just need to comment “LA Strong” on this Instagram post to move forward with making the $100+ donation and receiving the shirt. All profits from the campaign will go directly to the FFC Foundation, which is providing grants to Los Angeles-based women-owned businesses in need of recovery support. Those looking to apply for the grant just need to comment “Grant” on the post.
Retrouvai honored the city it designs its creations in with a generous auction. During the first weekend since the first began, the independent fine jewelry brand held an auction for one of its Round Brilliant Diamond Magna Bracelets and 100 percent of the auction sale price is set to be donated to the Los Angeles Fire Department Foundation. “Community is everything. The essence of Magna is connectedness and strength,” Retrouvai said in an Instagram post.
Set Active has outpored support for Los Angeles on all fronts. In less than one week, the activewear brand has transformed its office into a donation center to distribute thousands of Set pieces directly to more than 300 families and raise more than $40,000. Furthermore, Angelenos affected by fires can use the code FORLA20 for 20 percent off their purchases, and those looking to support can buy from Set’s Core Collection, from which a portion of proceeds will be donated to fire relief.
Show Me Your Mumu will donate 20 percent of net proceeds from its Valentine’s Day collection to Love + Ethos, a nonprofit organization serving women in greater Los Angeles that is currently committed to helping Angelenos affected by the wildfires. It also assisted Elizabeth C. Turner and OpenClosit with a multi-day wildfire donation drive.
Website/ 211 S Beverly Dr 90212
In collaboration with Babylist and Meena Harris, Stoney Clover Lane invites Angelenos affected by the wildfires to the Babylist Beverly Hills showroom to pick up clothing, skincare, makeup, baby gear and more between Jan. 21 and 28, 11 a.m. to 6 p.m. RSVP via Google Form.
The women’s fashion label made a donation to the California Fire Foundation within days of the fires starting. “Our hearts are with Los Angeles, its firefighters and first responders,” a Jan. 10 Instagram post by the brand reads. Tory Burch also donated clothing to Chic Relief, red carpet stylist Elizabeth Stewart’s organization that serves families in immediate need.
See also: 15 Southern California Fundraisers Supporting Los Angeles Wildfire Relief
Photography by: Courtesy Alo Yoga