Charli XCX Urges Brands to Skip the Gifts and Donate Clothes to LA Fire Victims Instead

As Los Angeles gets swept through by devastating wildfires, pop artist Charli XCX has called on fashion brands to send their promotional gifts elsewhere to help the disaster victims. She wrote an emotional message on her Instagram story, stressing the need to support the community in this particular crisis.

“As a person in the public eye, I am often being sent clothes and other things by brands wanting to gift me something,” she stated. “This is very kind and sweet, but I want to encourage brands to give to people who really truly need it. Any brands reading this, please donate to those who have been tragically affected by these horrific LA fires.”

Charli XCX also highlighted the efforts of @lanajaylackey, who is organizing the collection of unworn clothing for families who have lost their homes. She called for donations of men’s, women’s, children’s, and baby items, including tops, jackets, pants, sweatpants, bras, underwear, socks, shoes, and sneakers in all-inclusive sizing.

The Los Angeles fashion and beauty community has rallied around victims of the wildfires. Brands like Stoney Clover Lane have called for donations to put together packages of necessities for those affected, with brands like Cerave and Cleobella contributing.

Similarly, makeup brand Tower28 organized more than 70 other brands to collect donations for those affected. Fashion brand The Hundreds is distributing free care packages of clothing to those who have lost their homes, while denim brand Edwin is donating 10% of all January sales to organizations like the American Red Cross.

Amy Liu is the founder and chief executive of Tower28, whose Palisades Village home was one of the few structures to remain intact spearheaded much of the organizing around donations. She partnered with Molly Sims, a model actress entrepreneur, and private equity investor Jenna Jackson to collect donations in a space above Tower 28’s office to be distributed in the days ahead.

Specific requests for items, such as an offer by Liu to send lip balm to Los Angeles Firefighters to help endure the harsh working conditions, were also responded to by Liu.

While the outpouring of support has been huge, authorities ask donors to take precautions against what could be some scams. Contribute through legitimate and well-known organizations to ensure all donations reach who they are given for.