Consisting of earthy separates and romantic pink looks, the 12 Storeez and Naked Heart Foundation capsule aims to give back in style.
Photo: Courtesy 12 Storeez x Naked Heart Foundation
Clothing brand 12 Storeez has partnered with the Naked Heart Foundation to mark International Children’s Day this year with a special collaborative collection, Hearts & Storeez. Designed by Natalia Vodianova of the Naked Heart Foundation and Irina Golomazdina of 12 Storeez, the collection carries a charitable purpose, with a portion of its proceeds dedicated to supporting the foundation’s initiatives.
Photo: Courtesy 12 Storeez x Naked Heart Foundation
With the Hearts & Storeez line, created with love by Natalia Vodianova and Irina Golomazdina, shoppers will now have a chance to purchase on-trend pieces while also supporting children and families in need, underscoring the shared commitment of both entities to championing social responsibility. “As a result of our negotiations, we came up with a plan for long-term cooperation: within a year, we’ll release several capsule collections. Our first capsule with 12 Storeez turned out to be light and delicate,” explains Naked Heart Foundation Vodianova. “We went for a color palette that is close to the colors of our symbol — the naked heart. And we settled on light shades, complementing them with red and pink hues.” While the silky pink slip dress and matching pyjama set promise to make summer favorites, looks in earthy shades of brown and gray are worth checking out for the latter half of the year, making this a capsule that caters to all.
Photo: Courtesy 12 Storeez x Naked Heart Foundation
For 12 Storeez CEO Ivan Khokhlov, the decision to take part in creating the collaborative collection came from an interesting episode involving her own team. “Five years ago, as a New Year’s gift to the team, we offered the choice between gift cards for purchases, or donations to relief funds. To our delight, a significant portion of the team opted for charity,” she says. “This experience revealed the shared desire among us to contribute and make a difference in the lives of others. It was from this experience that we decided to integrate charity into our foundation, long-term goals, and core values.”
Photo: Courtesy 12 Storeez x Naked Heart Foundation
Having previously participated in humanitarian tasks, the team at 12 Storeez carefully considered numerous nonprofits for its partnership with the Naked Heart Foundation. Recognizing the foundation’s commitment to aiding children and families facing unique challenges, the collaboration demonstrates 12 Storeez’s desire and commitment to using its platform for social good. “We had the opportunity to witness firsthand the delicate and complex work conducted by the specialists at the Center. We talked to mothers — it is impossible to remain indifferent to their stories, there is a strong sense of empathy and gratitude towards the Foundation. It became evident that the Foundation’s programs and systematic approach not only provide immediate assistance but also empower children from a young age to develop self-reliance and independence,” says Khokhlov.
Photo: Courtesy 12 Storeez x Naked Heart Foundation
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