How does an elite luxury brand known for its mystique reveal its value to society? By letting employees do the talking.
In its first annual report in 108 years, Chanel unveiled multiple CSR programs committed to improving the economic and social conditions of women and adolescent girls all over the world. The most visible program: a $3 million partnership with UN Women to support entrepreneurship among women in Nepal, Vietnam and China. The challenge: help Chanel spread the word about this program in a way that’s not self aggrandizing. The solution: a small group of authentic, organic influencers. The end goal: burnish Chanel’s reputation and attract a younger, mass audience.
An advocacy program titled “Women Empowering Women” incents employees to talk about not just what Chanel makes but what it stands for. The advocacy program, launched during NY Fashion Week, pairs Chanel employees and models, sending them to Nepal, Vietnam or China on a life changing trip. During the trip, they’re able to have a direct impact, helping accelerate economic change for women there. Chanel documents and shares their experience via the Chanel intranet as well as YouTube and Instagram. And of course the models and employees do the same via their social channels.
The Women Empowering Women trips are just the start. To help sustain the UN Women partnership, a gala - hosted by the models & employees during Paris Fashion Week - is held at the Louvre. Fashion gliteratti, UN Women, politicians, haute couture customers, as well as Chanel leadership, employees and spokespeople attend.