Friday 12.march 2010

Beautiful attributes of a Red Cross

The Red Cross; a humanitarian movement, assembled from genuinely good hearts and deeds... and shops, but how many of us actually take note of it's existence as we walk past?

Well, this hot number certainly made me stop and stare.

Birna for 'Komdu og skodadu i kistuna mina' 04.03.10 - 10.03.10

The shabby image often haunting charity shops is no longer pestering the Red Cross shop on the main shopping street in Reykjavik. Thanks to Worn By Worship, a new online venture connecting fashion designers and charities, and the Reykjavik Fashion Festival, the shop's display window has been undergoing a fashionable face-lift on a weekly basis and is now a true eye-catcher.

Thelma Design

No wonder as Icelandic designers Thelma Design, Nikita and Birna have been coming in to create a "mini charity fashion rundown"; styling the display window with their favourite items from the Red Cross shop. But perhaps more excitingly - donating their own design items to complete the look.

The initiative is called "Come take a look in my chest" (Komdu og skodadu i kistuna mina) and aims to open the public minds to second-hand garments. And not without success.

Edda, a Red Cross volunteer, reveals that the project has generated a lot of interest from curious pedestrians peeking inside and asking after the garments.

"Unfortunately we are not allowed to sell the items that are on display, so we have to disappoint many people."

Every Wednesday, when the designer's exhibition is over the garments go on sale in the shop.

"The first week we displayed lots of beautiful hats and the week after the display was filled with Ski-related items. We think it's wonderful."

This week it's E-Labels turn to style the beauty named Charity.

Linda Susan