MyGoodDeed announced a collaboration with designers at Mercedes-Benz Fashion Week to promote awareness of and participation in the 9/11 Day of Service initiative within the fashion community.
Why fashion week and 9/11 coincide
The connection is a matter of the calendar rather than choice. Spring runway shows have historically fallen during the week of 11 September, which puts the industry’s largest annual event directly on the anniversary.
Rather than working around that, the shows under the Bryant Park Tents marked the moments when the World Trade Center towers were struck with remembrance and observed silences.
The charity auction
MyGoodDeed sponsored an online charity auction opening on 11 September, featuring Spring 2010 collection pieces donated by designers including Donna Karan, Tracy Reese, Carmen Marc Valvo, Phillip Lim and Vivienne Tam.
Donating current-season runway pieces rather than archive stock is a meaningful commitment. Spring collection samples are the pieces a house needs for press and buyers, so releasing them mid-season carries a real cost.
Building toward the tenth anniversary
MyGoodDeed was also working with Landor Associates to develop a visual identity for the 9/11 Day of Service, in preparation for the tenth anniversary of the attacks, two years away at the time of the announcement.
That is the strategic part of the story. Establishing a recognizable identity ahead of a major anniversary is how a commemorative initiative becomes an annual observance rather than a one-off, and the fashion partnership was one route to that recognition.
Frequently asked questions
What is the 9/11 Day of Service?
An initiative marking the anniversary of the September 11 attacks through service and volunteering rather than commemoration alone.
Why does fashion week fall on the anniversary?
Spring runway shows have historically been scheduled during the week of 11 September, so the two coincide every year.
This report dates from 2009.
