2010 September 1
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(NEW YORK) We’ve all heard the saying before, “money doesn’t grow on trees,” but what about from beneath the soles of 40 of your favorite top fashion models? “I don’t think many people realize that models take so many steps, and for Nine West to include models in the initiative is genius,” said Jessica White at yesterday’s Nine West’s Runway Relief campaign shoot. Stacy Lastrina, chief marketing officer of Jones Apparel Group, shared her thought process behind the conception of Runway Relief. “After witnessing models running from show to show, the energy, and excitement during fashion week, I wondered as to how one could put all that into doing something better---that was a spark of an idea.” In a desire to give back, Nine West partnered with the CFDA’s Fashion Targets Breast Cancer, in creating Runway Relief, an initiative that has 40 models sporting limited edition Nine West boots equipped with pedometers that are programmed to track each step a model takes during fashion week. And for each step a model takes in her boots, a pre-determined amount will be donated directly to Fashion Targets Breast Cancer. The limited-edition Nine West Runway Relief boots are available for purchase online, with proceeds going to Fashion Targets Breast Cancer. (And this won’t be the last we see of Runway Relief as it hopes to go international. Lastrina enthusiastically shared, “our goal is to start Runway Relief in New York and do it again in London next fall.”)
Never minding the scorching heat, models Coco Rocha, Jessica White, Hannah Holman, Michelle Alves, and Lyndsey Scott (to name a few), really turned it out during their Nine West photo shoot which was streamed live on Modelinia.com. “Everyone is happy, though it is hot outside and we’re melting in full hair and makeup. Above everything, we remember that it’s all for a good cause,” shared Alves . Alves, who‘s returned onto the model scene after having her second child, Mia, shared that life as a mom has her running around more than as a model: “Mia touches everything and requires a lot of energy!” Considering the 90 degree temperatures, the models were in high spirits on set as they all appreciated being able to take part in such a worthy cause. The shoot itself was shot in Manhattan’s Meatpacking District, by photographer, Nigel Barker. “I’m sure each and every one of these girls has a reason for being here. Some may have stories about an aunt, friend, or mom who has been hit with breast cancer,” shared newlywed Rocha. Throughout the entire shoot, the girls symbolically marched in sync, all the while sneaking in dance moves to vintage Michael Jackson hits in between takes.
“There are so many models here today. It’s nice to catch up with people you haven’t seen in a while,” smiled Scott. The models reuniting at the Runway Relief photo shoot made it feel like as if it was the first day back at school. Never one to settle for mediocracy, Rocha proudly declared, “I was on the radio and I announced to the world that I am making sure I’m going to win this [furthest distance accumulated], even if that means I have to walk to Lincoln Center from my home in Downtown! I’m already at 1,800 steps.” After having heard Rocha’s bold declaration, White laughed. “That girl is in a league of her own. I’m not going to even try and compete with her!” Meanwhile, Alves showed off her karate skills as well as the functionality of her pair of limited edition boots. And ‘popular girls’ Scott and Holman chatted up their model counterparts—all of whom shared a love for the combat-style boots. “I do love wearing high-heeled boots only because I’m one of the shortest models around," said Holman. "But on an everyday basis, I prefer wearing commando boots!”
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