From aesthetics to ethics: luxury brands redefine prestige by creating social value

Charitable fundraising has become embedded in the luxury brands business, with houses recognising that social responsibility is vital to long-term strategy. From supporting local communities to addressing global challenges such as climate change and poverty, fashion is using its influence to help drive systemic change.

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To see how fashion can raise money in the most impactful way, look no further than the Met Gala. Established in 1948, it has become one of the world’s leading fundraising events. Under the stewardship of editor-in-chief Anna Wintour, it has grown into a cultural phenomenon, a night when artists, designers, celebrities and cultural icons gather to explore daring themes and celebrate fashion as an art form in its own right.

Over the decades, the Met Gala has reflected the spirit of its era, from power and politics to aesthetics and identity. For almost eighty years, the steps of the Metropolitan Museum have staged everything from sculptural creations to deeply conceptual looks, all in conversation with the annual exhibition’s theme.

According to The New York Times, the 2025 Met Gala, themed “Superfine: Tailoring Black Style,” raised $31 million, the highest sum in the event’s 77-year history. Tickets were priced at $75,000 per guest (by invitation only), or $350,000 and upwards for a table. Corporate sponsors also gave generously to the world’s largest fashion exhibition. All proceeds went to support the operations of the Costume Institute at the Metropolitan Museum of Art.

Not only that, many luxury brands demonstrate their commitment to disadvantaged communities by collaborating with charitable organisations. Bvlgari’s partnership with Save the Children stands as a prime example. Since 2009, the brand has raised more than $105 million to improve the lives of millions of vulnerable children across the globe.

To date, Bvlgari has supported over 120 projects, reaching more than two million children. Funds have been channelled across all areas of Save the Children’s work, with particular emphasis on education, youth empowerment, emergency relief and poverty reduction. Through the partnership, more than 73,000 teachers have been trained and educational activities rolled out in over 6,000 schools across 37 countries.

A report from the Boston Consulting Group revealed that 65 per cent of consumers take sustainability into account when choosing a brand, suggesting that philanthropy is no longer simply a moral stance, but also a business imperative. In her 2021 book Rebuild, British retail authority Mary Portas set out the principles of what she terms the “kindness economy.” According to Portas, in a world ever more focused on environmental and social impact, brands must elevate values such as transparency, ethics, respect and long-term awareness to the same level as profit if they are to endure.

Many luxury brands now run their own initiatives to uplift disadvantaged communities, including Swarovski. Since its inception in 2013, the Swarovski Foundation has drawn on the philanthropic legacy of founder Daniel Swarovski, who believed that “to achieve lasting change, we must think not only of ourselves, but also of others.” To date, the foundation has reached more than two million people in 93 countries through 85 partnerships, advancing the United Nations Sustainable Development Goals.

The Swarovski Foundation currently supports social organisations and initiatives in three focus areas: Equality, Clean Water and Creativity, through two flagship programmes – Waterschool and Creatives for Our Future. Waterschool is an educational scheme that equips young people and their communities to become “water ambassadors.” By offering resources, materials and training, the project enables participants to respond proactively to local water challenges. Meanwhile, Creatives for Our Future is a collaboration between Swarovski and the United Nations Partnership Office, aimed at nurturing the next generation of creative talent to deliver innovative solutions to global sustainability issues.

Fashion is no longer confined to runways, dazzling lights and extravagant ensembles. In a world hungry for connection and innovation, leading fashion houses are redefining their role by giving voice to social impact.

Sustainable fashion pioneer Stella McCartney has shaped an ethos built on a steadfast commitment to wildlife protection and ethical production. She continues to reimagine a more humane and conscious fashion industry. Gucci, too, has been part of this movement. In 2013, the house joined forces with Salma Hayek Pinault and Beyoncé Knowles-Carter to launch the Chime for Change campaign, which raised nearly $21.5 million to support more than 500 projects worldwide. Partnering with 185 non-profits including Equality Now, the Global Fund for Women, Ms. Foundation for Women, mothers2mothers and UN Women, the campaign became a wake-up call to the world about the indispensable role of women in modern society.

Since 2000, Ralph Lauren has stood firm behind its Pink Pony Initiative, dedicated to the fight against cancer. It has become a companion for those facing the disease. To mark its 22nd anniversary, the Ralph Lauren Corporate Foundation pledged $25 million to expand or establish five Ralph Lauren cancer centres, including the Ralph Lauren Cancer Prevention Center at Georgetown Lombardi Comprehensive Cancer Center in Washington, DC, and the existing Ralph Lauren Memorial Sloan Kettering (MSK) Center.

And of course, the luxury fashion world still counts many illustrious houses quietly offering steadfast support, both material and emotional, to disadvantaged communities. For years, these brands have thought beyond the aesthetic value of their collections and sales. They are inspiring a new generation of fashion lovers with a message: true style is an elegance that knows how to share.

Article published from the original article in Tatler Vietnam issue July 2025

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