On Wednesday morning, online retailer Shopbop unveiled an exclusive -- and moderately priced(!) -- collection of pieces for women and children created by an impressive stable of designers, including Céline's Phoebe Philo, Alexander McQueen's Sarah Burton, J.Crew's Jenna Lyons, Isabel Marant and Victoria Beckham. There's an important mission behind the collaboration: 100 percent of the proceeds will benefit Born Free, a worldwide initiative which aims to end mother-to-child HIV transmission at birth by December 31, 2015.
The limited-edition collection is the brainchild of Vogue, which approached 23 designers who are mothers to create pieces that would go up for sale on Shopbop. The fashion industry has long been an advocate of AIDS research and the battle against HIV, which is why Born Free decided to team up with the publication and the e-commerce site to help get the message out.
Each item in the range -- which features a number of labels that, as far as we're aware, have never before done collaborations, like Céline and Carolina Herrera -- is priced under $250 (yes, even a Céline tote bag) and the prints are based on the artwork of Kenyan artist Wangechi Mutu. Other standout pieces include a mother-daughter matching pleated skirts by Prada, as well as a coordinating Carolina Herrera shirtdress and onesie.
Note, though, that the quality may not be totally up to snuff with the designers' regular lines: The Céline tote, for example, is made of canvas rather than leather, and was manufactured in China rather than Italy.
To accompany the retail debut, Born Free is releasing an advertising campaign this month, shot by Patrick Demarchelier and featuring models like Doutzen Kroes (who's expecting her second child), Sasha Pivovarova and Karolina Kurkova posing with their children, wearing the collection.