How fashion and beauty brands are leading Los Angeles wildfire relief efforts

The recent wildfires in Los Angeles have left a trail of devastation, affecting thousands of residents and destroying over 12,000 homes, businesses, and other structures. The Palisades Fire, which ignited on January 7, 2025, has been particularly destructive, consuming more than 23,000 acres. As of the latest reports, only 17 percent of the Palisades and 35 percent of the Eaton fires have been contained. The fires have claimed 24 lives, and nearly 200,000 residents are under evacuation orders or warnings. In response to this tragedy, a wave of support has emerged from various sectors, particularly from fashion, beauty, and lifestyle brands, which are donating proceeds to wildfire relief efforts.

Fashion and Beauty Brands Leading the Charge

Numerous brands have stepped forward to aid the victims of the Los Angeles wildfires. Clare V., a California-based brand, launched the “Los Angeles Je T?Aime” collection, with all profits going to the Red Cross. Emily P. Wheeler, a jeweler based in L. A., is contributing all earnings from her Enamel Heart Studs to the California Community Foundation, pivotal in offering urgent aid to those affected by the fires. Similarly, Heather Taylor Home is contributing 30% of all website sales to the same foundation.

Cabeau, celebrated for its travel merchandise, is directing a fraction of each sale towards supporting the Los Angeles Fire Department. Their products, including award-winning travel neck pillows, have been endorsed by celebrities like Lizzo and Kristen Bell. Meanwhile, the healthcare apparel company Figs has launched a limited-edition tee shirt, with 100% of proceeds going to Project Hope to support frontline healthcare workers.

Jewelry Designers and Retailers Joining Forces

Jewelry brands have also been pivotal in the relief efforts. Harwell Godfrey raised over $10,000 through an Instagram auction, offering a limited-edition pavé diamond heart pendant, with all proceeds benefiting the LAFD Emergency Fund. Sydney Evan, another L. A.-based jewelry brand, is channeling all profits from its “Eye Heart LA” charm and “California” charm necklaces to the Los Angeles Fire Department Foundation.
Renna Jewels is contributing 30% of its sales to the LAFD Foundation, while designer Kirsty Stone auctioned her signature “Magna” bracelet, raising significant funds for the same cause. The jewelry community’s response underscores a deep connection to the city and a commitment to supporting those affected by the fires.

Additional Support from Across the Nation

Support for Los Angeles extends beyond the local community. New York-based retailer Greenwich St. Jewelers is raffling off a “Monet” diamond pendant necklace, with proceeds matched dollar-for-dollar and donated to the California Community Foundation?s Wildfire Recovery Fund. This initiative highlights the national solidarity in response to the crisis.
Other notable contributions include those from Tarte cosmetics, which donated 100% of net proceeds from online sales to World Central Kitchen, and the cannabis brand Sundae School, which is giving all proceeds from its Venice B*tch fleece to the Wildfire Recovery Fund. These efforts, among many others, demonstrate a collective resolve to aid in the recovery and rebuilding process.

Our Advice on the City

Los Angeles, a city known for its resilience and community spirit, continues to inspire through the collective efforts of its residents and supporters. For those visiting the city, consider engaging with local businesses that contribute to relief efforts. Supporting these brands not only aids recovery but also strengthens the community.

For seasoned travelers, exploring the lesser-known neighborhoods of Los Angeles can offer a unique perspective on the city’s diversity and resilience. Engaging with local initiatives and understanding the impact of the wildfires can provide a deeper appreciation for the city’s enduring spirit.

In conclusion, the response to the Los Angeles wildfires has been a testament to the power of community and the willingness of individuals and businesses to come together in times of need. As we reflect on these efforts, let us consider how we can continue to support and uplift those affected by such tragedies, fostering a spirit of unity and compassion that transcends borders.