American Marketer


Oscar de la Renta provides insider access for charity

August 18, 2014

Promotional image for Oscar de la Renta IfOnly package Promotional image for Oscar de la Renta IfOnly package


U.S. fashion label Oscar de la Renta is partnering with experience marketplace IfOnly to give two consumers an insider’s look at the brand’s upcoming show at Mercedes-Benz Fashion Week in New York.

The package includes two tickets to the brand’s spring/summer 2015 runway show and backstage access. Offering this branded experience will allow Oscar de la Renta to connect with two of its loyalists, while raising money for a cause it selected.

Exclusive access
For Oscar de la Renta’s experience, priced at $30,000, the consumers will have a chance to watch the models prep for the runway show backstage. Following the show, the pair will have a chance to meet the eponymous designer to take a photo and talk with him.

Oscar de la Renta backstage

Oscar de la Renta Pinterest image taken by Natasha Jahangir

A portion of the proceeds from the purchase will benefit New Yorkers For Children, which partners with Children’s Services to support child welfare and help youths in foster care.

Other labels have used the draw of fashion shows to raise money for charity.

For instance, Italian fashion house Missoni hosted an online charity auction for tickets to its most recent fashion show.

Consumers could bid to win “first class seats” at the brand’s summer 2015 menswear show, which was held on June 22. As fans feel more a part of fashion shows due to social media, this will allow one pair of consumers the opportunity to get a closer look at a brand they follow digitally (see story).