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Abu Dhabi, UAETuesday 13 November 2018

Spanish label Loewe partners with model Doutzen Kroes to Save the Elephants

The brand has launched a bag, proceeds from which will go towards the Victoria's Secret model's Knot on my Planet organisation, which in turn works with the Elephant Crisis Fund

Spanish luxury brand Loewe has created a new version of its Elephant Bag for the Knot on my Planet campaign 
Spanish luxury brand Loewe has created a new version of its Elephant Bag for the Knot on my Planet campaign 

Aside from enjoying a successful career as a Victoria's Secret model, and being happily married to DJ Sunnery James and mother to two adorable children, Dutch model Doutzen Kroes is also passionate about saving the world's elephants.

Four years ago on a trip to Kenya, Kroes met with the Douglas-Hamilton family and was introduced to the Save the Elephants fund. Set up by the Douglas-Hamiltons more than 50 years ago, STE has watched the plight of elephants worsen, with numbers plummeting from an estimated 1.5 million in 1960 to approximately 450,000 today.

Doutzen Kroes stars in Knot in my Planet for the Loewe bag

Doutzen Kroes models the Loewe bag

Despite such disheartening figures, Kroes was inspired enough by the work of Save the Elephants to create the Knot On My Planet campaign, alongside David Bonnouvrier and Trish Goff. Based on the idea of tying a knot so as not to forget (and alluding to the incredible memories that elephants are said to posses), the idea was to use fashion – and a host of famous models - to raise money and awareness for elephant protection.

With an estimated 30,000 elephants killed every year for ivory, the overwhelming scale of the problem has led three major conservation bodies - Save the Elephants, Wildlife Conservation Network and the Leonardo DiCaprio Foundation - to join forces and create the Elephant Crisis Fund, which Knot On My Planet is raising funds for.

Being backed by three big organisations means that 100 per cent of all money raised for the Elephant Crisis Fund goes on conservation. This gives the cause a vital boost to safeguard the remaining animals from poaching, although with as many as 100,000 elephants killed in just the last three years, this is becoming a race against time.

The Knot On My Planet Campaign is raising money through the sale of specially designed pieces, modelled by some of the biggest names in the fashion industry, and has already released a custom-designed T-shirt, as well as a brooch, the sale of which raised $2 million in just seven months.

Now the latest collaboration is with the Spanish luxury brand Loewe, which has fittingly created a new mini version of its Elephant Bag.

Working alongside the Samburu tribeswomen from Kenya – an area that is home to many elephants – the leather bags are decorated with the distinctive hand beadwork for which the tribe (and its neighbours, the Maasai) are so famous.

Samburu tribeswomen in a Knot on my Planet campaign
Samburu tribeswomen in a Knot on my Planet campaign

Expected to sell out quickly, the money raised by this unique bag will allow the Elephant Crisis Fund to continue its operatives on the ground, including conservation officers and sniffer dogs to track poachers.

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