Elton John with Lalique sculpture; image by Gilles Pernet
Lifestyle brand Lalique is teaming up with the Elton John AIDS Foundation to raise funds for the organization’s work to battle both the illness via treatment and stigmas about the disease.
The Elton John Music is Love for Lalique collection consists of seven crystal sculptures, four of which will be auctioned by Paddle8 to raise money for the fight against the disease. Partnering with a celebrity on a charity initiative can boost the profile of an event, as well as helping a brand raise more money for its chosen cause.
Paddling with a purpose
In addition to the pieces being auctioned, three styles will be available for purchase beginning Sept. 10 at Lalique stores and select retailers. Ten percent of the proceeds from each sale will go to EJAF.
A crystal angel in a limited run of 999 worldwide retails for $1,800, while only 499 red crystal hearts priced at $1,800 were produced. A clear crystal heart, of which 999 were made, will sell for $1,200.
Red crystal heart from Lalique
Auction items include an Angel Cire Perdue in clear and red crystal, as well as three special edition versions of the angel and heart sculptures. Paddle8 will oversee the auction on Feb. 28 during the EJAF’s Academy Award viewing party, with co-founder Alexander Gilkes running the live auction.
Weeks before the auction, the lots will be accessible online via Paddle8’s Web site and mobile app for iPhone.
Live now, a microsite includes a countdown to the event and more information about the project.
“For me, this partnership with Lalique clearly demonstrates the company’s deep commitment to its role as a global corporate citizen," said Sir Elton, founder of the Elton John AIDS Foundation. "We are proud to partner with Lalique and Paddle8 to raise funds that will support important projects in the fight against AIDS in the Americas and in the Caribbean.”
Sir Elton's involvement may help boost the profile of this charity initiative.
Similarly, Italian fashion house Fendi celebrated the opening of its New Bond Street store in London with a charity auction of celebrity-designed handbags.
For Fendi’s Peekaboo Project, 10 personalities with ties to London designed personalized versions of its Peekaboo bag, which were auctioned online on the brand’s Web site beginning May 1, 2014 to benefit Kids Company. Aligning with a local charity allowed Fendi to connect with its new community (see story).