As Chanel’s Metiers D’Art Show takes place in Manchester, homeless charity Lifeshare launches its own collection dedicated to tackling clothing poverty in the city
Clothes aren’t a luxury for some. Homeless charity Lifeshare urge the public to donate clothes on the same day as the Chanel fashion show.
On December 7th, Chanel’s annual Metiers D’Art Show filled the streets of Manchester’s Northern Quarter. It’s the first time a fashion powerhouse has held a show like this in the city, and it’s creating quite a buzz. In fact, it got the team at Meanwhile talking… not about haute couture, but instead, the homeless crisis across the city.
At least 1 in 74 people are homeless in Manchester*—that’s 7,400 people sleeping rough. And for them, clothes aren’t a luxury, they’re a necessity.
Just a 5-minute walk from Chanel’s fashion show are the offices of Manchester’s oldest homeless charity, Lifeshare.
Meanwhile reached out to Lifeshare with an idea for a new campaign: to create a different kind of collection dedicated to tackling clothing poverty.
The A/W23 Collection by Lifeshare, launched by Maxine Peake on BBC Breakfast, encourages people to donate their own clothes to help keep the most vulnerable warm this winter. The tactical campaign gives street fashion a whole new meaning.
Commenting on the initiative, Rachel Miles, creative director at Meanwhile said: “With the rich and famous in town for the Chanel fashion show, we spotted an opportunity to help those who can’t afford to buy clothes, let alone high fashion. Our mission was to raise awareness around the homelessness crisis in Manchester whilst we had the world’s attention. We’re creating a collection of clothes that don't cost thousands but help thousands”.
To bring the campaign to life, pre-donated clothes have been photographed by British fashion and portrait photographer, Rankin. Over the years, Rankin has captured an array of fashion megastars including Kate Moss, Cara Delevingne, Kendall Jenner, and Winnie Harlow. And his works have appeared on the covers of Vogue, GQ, Vanity Fair, and many more influential fashion magazines.
Meanwhile are throwing a handful of marketing tactics at the campaign. The team have created a series of posters to be strategically positioned in the Northern Quarter, as well as a tactically placed D6, and locals can also look out for the campaign wrapped around the Metro on December 7th.
Manchester’s influencer community have also been invited to help spread the word on social.
Demand for clothing has risen 158% in the past year, according to Lifeshare. Clothing donations for its A/W23 collection can be taken to 27 Houldsworth St in Manchester’s Northern Quarter on December 7th and 12th. The charity are welcoming coats, waterproofs, leggings, joggers, socks, and new boxers. Those unable to attend can donate at the Lifeshare website.
*SOURCE: Shelter
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