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Shaftesbury launches latest digital initiative "Carnaby Cares"

Tom Bottomley
19 May 2020

London landlord Shaftesbury has just announced a new digital campaign called ‘Carnaby Cares’ to support initiatives for the NHS and other causes during the coronavirus pandemic.

The campaign aims to promote the wide range of projects going on across the Carnaby portfolio, with initiatives from Carnaby tenants including Barbour, BA&SH, MOSCOT, RRL, Aesop and M.A.C.

Shaftesbury director, Simon Quayle, said: “Since lockdown commenced, many of our retail and restaurant tenants in Carnaby were amongst the first to launch various initiatives to support the NHS, key workers and the most vulnerable. The inspirational content shows how businesses have adapted to help others, and shines a light on the positive community spirit.” 

French contemporary fashion brand BA&SH has designed and launched a hope-inspired T-shirt – with the slogan ‘I Will Hug You Later’ on the front - with 100% of profits going to NHS Charities.

Iconic US eyewear brand MOSCOT has pledged over $1.5 million worth of eyeglasses to emergency media professionals. Vintage Ralph Lauren store RRL has donated $10 Million to help the World Health Organisation (WHO) caring for people with cancer who are especially vulnerable at this time.

Luxury skincare brand Aesop has donated a number of its products to UK hospitals as well as launching a mindfulness playlist. Make-up experts MAC are donating $10,000,000 to over 250 local organisations across the world. The recognisable MAC ‘Viva Glam’ campaign, which traditionally donates 100% of sales of the Viva Glam Lipstick to at-risk communities, will now also support those at higher risk during the pandemic.

As has already been well reported, British heritage brand Barbour has turned its factories in South Shields into a production line for PPE, delivering gowns to hospitals in the North East of England.

Additionally, 10% of April sales from customers purchasing from Diesel online went towards the OTB Foundation, to help combat the coronavirus with sufficient medical equipment. And those working for the emergency services can receive 20% discount at size? and 30% discount at Superga.

The campaign will run across Carnaby’s social media channels and website and a full list of all the various initiatives can now be found at:

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