LA Brands Pause Business as Usual for Wildfire Relief

How the Fashion and Beauty Industries are Responding to the Los Angeles Fires

As devastating wildfires ravage Los Angeles, the fashion and beauty industries are stepping up to aid relief efforts and provide support to affected communities. The fires, which have already become some of the most destructive in California’s history, have led to widespread business disruptions, event cancellations, and a profound sense of loss. Amidst the chaos, many brands are shifting focus from commerce to community support, leveraging their resources and spaces to help those in need.

Businesses Turned Donation Hubs

Several Los Angeles-based brands have transformed their stores and offices into donation centers to collect and distribute essential supplies. Streetwear boutique Brain Dead and fashion label Bricks and Wood, for example, closed their retail operations and instead began accepting donations of clothing and necessities. Similarly, beauty brand Noto Botanics turned its Highland Park store into a donation drop-off, while Credo Beauty plans to distribute care packages from its stores when employees can safely return.

Denim labels Citizens of Humanity and Agolde also played a crucial role in relief efforts, opening a public pickup area at their headquarters and offering thousands of clothing items to displaced residents. Citizens of Humanity CEO Amy Williams summed up the sentiment across the city: “There is a sense of vulnerability and sadness, but also hope that the days ahead will bring opportunities for community and coming together.”

Retail Disruptions and Closures

The fires have forced many brands to close their doors. Clare V., Veronica Beard, and Dôen temporarily shuttered their locations in fire-affected areas, while e-commerce operations at Donni and other businesses have been paused. Even planned retail launches have been derailed; Mother and La DoubleJ saw their soon-to-open stores destroyed by the fires. While some stores remain standing, brand leaders like Favorite Daughter co-founder Sara Foster emphasize that survival is bittersweet given the widespread loss in the surrounding community.

Donations from National and Local Brands

In addition to local efforts, national companies are joining the cause. Estée Lauder Companies, Michael Kors, and LoveShackFancy have announced donations to disaster relief organizations. Indie brands like Glow Recipe and Tarte are providing tangible aid through product donations and fundraising campaigns. For instance, Tarte pledged 100% of its online sales proceeds over several days to World Central Kitchen, while Glow Recipe is donating $100,000 worth of skincare products to those affected.

A Call for Community and Resilience

Amidst the widespread destruction, the response from fashion and beauty brands reflects a broader call for unity and resilience. This crisis has brought into sharp focus the importance of community, as brands and individuals work together to rebuild and support those affected by the fires.

By transforming physical spaces into relief hubs, halting operations to prioritize safety, and donating resources to impacted individuals, the fashion and beauty industries demonstrate that their impact extends beyond style. It is a reminder that in moments of crisis, businesses have the power to lead with compassion and provide meaningful support.

Source: BOF

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LA Brands Pause Business as Usual for Wildfire Relief

How the Fashion and Beauty Industries are Responding to the Los Angeles Fires

Businesses Turned Donation Hubs

Retail Disruptions and Closures

Donations from National and Local Brands

A Call for Community and Resilience

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