It’s been a little over a week since a slew of wildfires spread across the Los Angeles, Pacific Palisades—and now Eaton—areas, leaving a grave amount of destruction to the city in its wake. At least 25 people have died, while more than 40 square miles (and counting) have been destroyed, in what is being described as “record breaking” devastation. But in the days following the first fire, there was an outpour of support from fashion and beauty brands based in Los Angeles and beyond. From sending care packages to hosting fundraisers, stylist-curated clothing drives, and everything in between, this immediate call to action on behalf of the industry confirms what we already knew to be true: Style is community and that community is showing up for those who are in need.
“We know people can roll their eyes at the idea that stuff is important, in the grand scheme of things, but we wanted to be able to provide some measure of comfort and familiarity in a horribly unfamiliar and heartbreaking time,” Molly Howard, CEO of La Ligne shares with Vogue of her team feeling called to lift up her community and offering to replace cherished La Ligne items that were lost, for starters.
To support her fellow native Angelenos, Sherry Shi, the founder of fine jewelry New York City-based brand Roen, adds that, “As children of Southern California who have drawn so much inspiration from our beautiful home, our hearts ache for our community and the devastating loss caused by the fires.”
Whether it’s giving a percentage of sales to relief funds or donating clothing and resources directly to those affected, brands of all sizes are coming together to help the city rebuild. Continue ahead for a comprehensive list of fashion and beauty brands that are committed to supporting the community in its time of need through donations of resources and/or a percentage proceeds to various relief funds.
Brands Giving a Percentage of Proceeds to Relief Funds
Sydney Evan
A fan-favorite among the style set, fine jewelry brand Sydney Evan—known best for its hand-drawn script—is donating 100% of the proceeds from their Eye Heart LA Charm and California Charm to the Los Angeles Fire Department Foundation. The 14-karat gold pendant was designed as an homage to the city they so proudly call home.
Emily P. Wheeler
L.A.-based jeweler Emily P. Wheeler is donating 100% of proceeds from their colorful Enamel Heart Studs to the California Community Foundation. The designer specifically selected the amethyst and diamond heart shaped earrings, as they are fittingly in the same purple and gold colors as the Los Angeles Lakers.
Octavia Elizabeth
In an effort to support its L.A. community in a time of great need, jewelry designer Octavia Elizabeth is donating 100% of the proceeds from its black, Parachute bracelet to the Los Angeles Fire Department Foundation, indefinitely. A part of the brand’s signature nesting gem collection is this stackable piece.
Heather Taylor Home
Revered for its selection of home goods and textiles, L.A.-based brand Heather Taylor Home is donating 30% of all online sales to the California Community Foundation’s Wildfire Recovery Fund. This organization provides immediate relief for displaced residents, supports long-term recovery, and helps build resilience against future fires. Their work funds housing, health services, financial aid, and rebuilding aid to the most vulnerable.
The Kit Vintage
The Kit Vintage is a luxury, women’s vintage boutique in the heart of Los Angeles with an offering that spans from the Fendi baguette and obscure yet ornate jewelry to archival Jean Paul Gaultier sets. To help those that have been impacted by the fires, they will be donating 25% of the online and in-store proceeds directly to individual family GoFundMe fundraisers.
NIA
An L.A.-based brand known among the style set for its trend-forward basics, NIA the brand will be donating 30% of all proceeds to the Pasadena Humane Society during the week of January 9th – 16th. The Pasadena Humane Society is utilizing monetary donations from the wildfires to provide critical care, shelter, and medical treatment for animals displaced or injured by the fires. These funds also support efforts to reunite pets with their families and provide resources for long-term recovery and well-being.
Roen
For the next three months, fine jewelry brand ROEN is committed to donating 5% of proceeds from the Laguna ring collection to both The Wildfire Relief Fund and Pasadena Humane Society. Styles featured in the lineup are directly inspired by founder Sherri Shi’s engagement ring.
Ray Griffiths
The fine jewelry brand Ray Griffiths will be donating 20% of all online sales to World Central Kitchen, a not-for-profit organization who is distributing free hot meals to the public at the following locations in Southern California in response to multiple active wildfires near Los Angeles.
Monoki
Founded by Diane Goldstein, Monoki is a retail destination with an assortment of one-of-a-kind kimono jackets and pants. In support of those impacted by the L.A. fires, the brand will donate 30% of all U.S. online sales to relief efforts.
Summer Fridays
Cult skincare label Summer Friday’s is donating 100% of net sales—up to $100,000–on any purchase made on the website. All the proceeds will be given to the Los Angeles Fire Department Foundation, Baby2Baby, the Pasadena Humane Society and World Central Kitchen.
The Great
The Great is a lifestyle brand founded by Emily Current and Merritt Elliott, known best for its playful, nostalgic take on American classics. In light of the devastating wildfires, on January 16th, the label will be donating 100% of proceeds, sitewide and in store, to the Los Angeles Fire Department.
Rhode Hailey Bieber and her fan favorite beauty brand, Rhode, shared on Instagram their plans to help the fellow members in their hometown of L.A. during its time of need. In response to the wildfires in her hometown, they have committed to donating $1 million to support local organizations providing emergency cash payments to relieve mothers, caregivers, and families displaced or greatly impacted. Through the months of January and February, the brand will also be allocating an ongoing 1% of sales from the Rhode futures foundation to this relief effort.
Elysewalker
Following the devastating loss of her Palisades store on Antioch Street, Elyse Walker took to Instagram to express her gratitude for her team, who were all safely evacuated, and to announce that through this weekend she will be donating 10% of sales in store and online to the Los Angeles Fire Department foundation. This includes her stores in New York and Newport Beach.
Brands Donating Resources and Clothing
La Ligne
Vogue alums and La Ligne co-founders Valerie Macaulay, Meredith Melling, and Molly Howard are best known for their cozy striped sweaters shared they’ll be replacing any lost La Ligne items if you email them. They also donated money to the Los Angeles Fire Department as a way to immediately help the communities affected by the devastating wildfires. The brand also announced on Instagram that it would be partnering with
Rent The Runway
Popular clothing rental platform for a range of designer and contemporary brands, Rent The Runway has announced that they will be donating up to 10,000 codes, for two free months of RTR to those impacted by the fires.
YSE Beauty
Clean skincare brand YSE Beauty by actor Molly Sims is matching donations up to $50,000, for trusted partner Baby2Baby working to provide essential items like diapers and formula to families displaced by the destruction of the fires.
Simon Miller
In partnership with Reformation and many other popular brands, Simon Miller has announced they will be hosting a donation drive starting January 21st for those that have lost their home to the fires and are in need of new clothing, shoes, and bags. Sign up is required via the Google Form.
Citizens of Humanity
As an L.A.-based community, clothing brand Citizens of Humanity’s love for the City of Angels, runs deep. To help those who have been impacted by the fires, the label has opened three donation centers—two in Santa Monica and one in Huntington Beach—where they are providing quality men’s and women’s clothing. Each individual may select three days worth of clothing: three pairs of jeans and three tops. (Just bring ID or documents that confirm residence in the affected areas.)
Alo
The famed activewear and lifestyle clothing brand is mobilizing with partners to distribute care kits to those who have been impacted by the wildfires. From January 13th until January 18th members of the community can RSVP for a pickup time slot at one of the brand’s disaster relief stations.
Rōz
The team at Rōz has teamed up with T3 to provide hair kits to any professionals affected by the Los Angeles fires. This includes the full product line, a set bag, T3 blow dryers, T3 curling irons, and T3 flat irons. They’re all available for pickup at Mare Salon & The Roz office.
Collina Strada
New York-based brand Colina Strada is donating to both the L.A. clothing Drive and Give A Frock Drive to provide immediate aid. The fashion label is also holding an online sale and will donate a portion of profits to individual GoFundMe campaigns for those who have lost their homes in the fire.
Danessa Myricks Beauty
Keeping the artistry of makeup enthusiasts and professionals in mind, Black-owned brand Danessa Myricks Beauty has committed to helping those that have been affected by the wildfires rebuild their kits. If this is you or someone you know, just fill out the form, linked on the brand’s Instagram bio.
Calpak
As a company with L.A. roots, travel brand Calpak shared on its Instagram account that they would be working closely with various organizations to distribute bags—luggage, duffles, backpacks, baby bags etc.—to members of the community that were impacted by the fire’s devastation. All you need to do is DM the brand.
Cuyana
California-based brand Cuyana, known best for its functional, sustainable, aesthetically-pleasing bags, is partnering with local organizations to donate essential goods to help those facing hardship as a result of the fires happening in Los Angeles.
Hoka
Parent company to famed footwear label Hoka, along with Ugg, Teva, and Ahnu, Decker’s Brands is donating $1million to support Los Angeles wildfire relief and recovery efforts. According to the brand’s post on Instagram, this donation will be shared between Direct Relief and American Red Cross Los Angeles Region.
Jenny Bird
Jewelry brand Jenny Bird has announced that they will be donating the money in its already existing Possibilities Fund, reserved for urgent aid, for people that were displaced by the Los Angeles fires. A combined $45,000 donation will be distributed to Baby2Baby and four GoFundMe fundraisers.
