Luisaviaroma’s sustainability project promotes the philanthropic path of the Italian retailer

Andrea Panconesi, the former CEO of the third generation and now President and Chairman of Luisaviaroma, is following his wish to let the fashion-conscious luxury retailer stand for more than just stylish clothes. A new climate crisis photo collection, My earth beats– which documents the effects of climate change and solutions to combat it through a language that uses art, photography, storytelling and investigative journalism – has published the latest edition of “Toy Stores” by photographer Gabriele Galimberti in collaboration with ExtremeE to highlight the rewilding project in. to promote England, which is restoring a thriving ecosystem to urban and rural areas. The # myEIB initiative is part of the LVRSsustainable Division, which supports the fight against climate change through photo art and storytelling. The 91-year-old Florentine merchant with a physical store and a healthy global e-commerce business believes in the idea that good is good for business.

“As a private brand, we can do what we want with our money; we invest our money where we think it can serve a good cause,” said Panconesi in an interview last summer in connection with another philanthropic initiative, the brand operates known for; the UNICEF donation gala. (The brand signed a deal with its first partner Style Capital at the end of October this year; Panconesi will keep 60 percent of the company.) “My experience tells me that when you invest in a good cause, you get twice as much back,” he explains his philanthropic strategy. Although he sponsors major events and projects, the chairman insists that he spend less than competitors on social media marketing on platforms like Google

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and facebook.

the My earth beats Campaign launched in March 2021 that hires Galimberti, along with award-winning photographer Luca Locatelli and journalist Raffaele Panizza, to bring environmental problems to light around the world. According to a press release, in just ten months of reporting, the project team said it had “moved from fear to the certainty that the world will breathe new life and be saved, a bit like the rest of the world moved by new ecological” awareness . ‘

So far, the team has followed partner Extreme E – the off-road electric car race intended to draw attention to climate change – to document severe environmental conditions in Saudi Arabia, Lac Rose, Senegal; Kangerlussuaq, Greenland; Sardinia, Italy and Dorset, England. In the first stage, the project drew attention to desertification; In central Senegal, the focus was on the reforestation of mangroves, an intelligent biome that can seal the landscape against rising sea levels. Next, the tour went to Greenland to tell the story of Inua, the climate superhero. The fourth took place in Sardinia, between forest fires and dives into the oceanic Posidonia prairies known as the Mediterranean Amazon. This last stop was England, in the overgrown region between London and Dorset.

The latest photo, taken in West Dorset, shows Viscount Luke Montagu and his wife Julie, who, inspired by their environmental activist and vegetarian teenage son Nestor, decided not to extend their land to various meat farmers. The effort will allow the wildlife and vegetation of the Mapperton Estate to revive. The rewilding philosophy aims to restore natural processes in landscapes that have been degraded by humans.

“We took inspiration from experiences like that of conservationist Isabella Tree at Knepp Castle, West Sussex,” says Montagu, adding, “We’re going to be introducing Exmoor ponies and beavers on a thousand acres of land for a biodiversity project called Mapperton Wildlands here; soon we will organize real safaris “.

My earth beats under that #myEIB is a picture gallery available to the media and influencers around the world, who, country by country, from China to the USA, are a huge and unedited experiment of ‘Citizen Journalism. ‘ National Geographics The Instagram profile itself has posted stories on many occasions that are documented on My Earth Is Beating.

“For each stage, Locatelli and Galimberti and Panizza will provide the press and then the collective knowledge with a selection of stories and beautiful, decisive recordings,” says Andrea Panconesi, President of LuisaViaRoma, “which at the end of this will become The Great Odyssey of Consciousness on the occasion of an international exhibition in Florence, the city in which LuisaViaRoma is based, pushed ahead: cradle of the Renaissance and not by chance also this new climate renaissance, to which we are all called to make a contribution. “

“My earth beats” is an important opportunity to introduce the world of Natural Solutions, “said Locatelli and Panizza, the project’s artistic and editorial directors.” If man helps nature reclaim its own spaces, nature can save itself. And consequently all of us. “

For Panconesi, until recently when the partnership with Style Capital took effect, these charitable acts were its sole privilege as a privately held company. The chairman made it clear that he wanted to make a difference with his work, since it was his own money. In many cases, this was due to the urging of his daughter Luisa, who urged the family patriarch to become more philanthropic,


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