Armani dives into water cause

Designer Giorgio Armani has started an “Acqua for Life” campaign (with a rather gorgeous website) to improve access to safe drinking water for everyone in the world, especially children, according to the New York Times. Armani will provide 100 liters of clean drinking water to children every time somebody buys one of his two best-selling fragrances, Acqua di Giò and Acqua di Gioia, and he is working with Green Cross International and the Unicef Tap Project in the United States to help raise awareness about the right to clean water.

“Where there is water, there is life, energy, well-being, a serene encounter with nature, a marvelous sense of freshness,” said Armani, whose last Privé collection suggested water in its blue-green palette and reflective and sparkling surfaces. He is particularly concerned about reaching children “because they are the first victims where there is a lack of water or water pollution—because they are the most vulnerable, and also because the future of the world rests on their shoulders.”

“Water is the basis of everything,” added the designer. “Without it, well, we couldn’t live. It’s our duty to guarantee that to every human being.” Read more about Armani’s campaign, and how you can participate, here.


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One Response to Armani dives into water cause

  1. Great cause . . . more children in the world die from dirty water than any other cause. Watching the fashion show was a hoot ~ while I liked some of the dresses, the models looked like zombies. Have I been out in the boonies too long?

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