Marchesa To Unveil A Custom Red Carpet Gown In Support Of Stella Artois’ Campaign To End The Global Water Crisis
13 February 2017
From Anheuser-Busch & Stella Artois:
NEW YORK, NY – February 13, 2017 – With all eyes on Hollywood’s biggest night, Stella Artois and Water.org announce a partnership that will turn heads on the red carpet for a different reason. They have joined creative forces with Marchesa to design a bespoke Marchesa for Stella Artois gown for fashion and beauty influencer Olivia Culpo in support of their “Buy A Lady A Drink” campaign, to help provide clean water for people in the developing world.
As part of Stella Artois’ ongoing partnership with Water.org, the brand released three new Limited-Edition Chalices, highlighting Uganda, Brazil and Cambodia, three of the countries where Water.org provides support. For every Chalice sold, Stella Artois will help Water.org provide five years of clean water for one person in the developing world.
Chalice to Couture
In advance of Wednesday’s Marchesa Fall/Winter 2017 runway show in New York City, the haute couture studio helmed by Georgina Chapman and Keren Craig announced that the dress will be inspired by the design of the Limited-Edition Chalice and the water it represents. From the shimmer in the Chalice’s etching, to gold accent adornments and the shape and silhouette of the glassware, the dress will also incorporate one-of-a-kind glass beads made from Stella Artois “Buy A Lady A Drink” Limited-Edition Chalices.
“Since we were girls, designing beautiful clothing was our dream, and as mothers, we look for ways to support and uplift other women around the world,” said Georgina Chapman, co-founder, Marchesa. “With access to clean water, women are better able to pursue their passions, so we’re honored to join Stella Artois and Water.org in their campaign to end the global water crisis.”
“India is one country that is greatly affected by the global water crisis, and it’s also where much of our hand-beadwork is done,” said Keren Craig, co-founder, Marchesa. “We are proud to be able to work on a project that directly benefits a community that is so close to our hearts.”
By incorporating glass beads made from the Stella Artois Limited-Edition Chalices, the dress will deliver years of clean water to people in the developing world and help Stella Artois and Water.org end the global water crisis. This will be Marchesa’s first dress made out of glassware and will be revealed exclusively on the red carpet next Sunday evening.
“Marchesa is at the center of the world’s most iconic red carpet moments, and to have a partner like this on one of the biggest stages of the year is humbling,” said Harry Lewis, vice president, Stella Artois. “It’s such a simple action - for every Limited-Edition Chalice that is sold, we will help Water.org provide five years of clean water for one person in the developing world. By rallying people on the red carpet and at home across the country, we are one step closer to being the generation to end the global water crisis.”
To commemorate the partnership, Marchesa will gift an exclusive Marchesa and Stella Artois Chalice to front row guests of the Marchesa Fall/Winter 2017 runway show.
Red Carpet for a Cause
Fans can see the Marchesa for Stella Artois gown unveiling as Olivia steps onto the red carpet during E!’s “Countdown to the Red Carpet” show, which starts at 1:30 p.m. EST.
“It’s important for our generation to use our voice to better the lives of others and I’m proud to be partnering with Stella Artois and Water.org to shed light on such an important cause,” said Olivia Culpo. “By raising awareness and inspiring others to help, we can unlock the potential of so many women around the world.”
To inspire conversation around the global water crisis, Stella Artois and Water.org will continue to engage fans on-air, online and at home:
- “Journey of a Dress” Digital Movie: In partnership with E! News’ content studio, Stella Artois and Water.org will debut a three-part digital movie narrating the making of the dress – from Marchesa and Olivia’s first meeting, to the inspiring story behind the glass beads and the final sketches. The episodes will roll out across E! News' digital and social network through the end of February.
- The Story Continues on TV and Digital: E! News will continue to tease and amplify the “Journey of a Dress” series with extensive coverage before, during and after this season’s biggest red carpet, including E! News segments, exclusive getting-ready content on the day of, a live interview and dress reveal on the network’s marquee “Live from the Red Carpet” and post-show coverage.
- Social Amplification: From exclusive behind-the-scenes stills to live photos from the final fitting and red carpet reveal, coverage will continue across E!’s digital platforms. Consumers can also engage with dress-related content and get involved with the campaign through Stella Artois’ Facebook and Instagram channels.
- At-home Inspiration: Rachel Zoe’s Spring 2017 “Box of Style” will exclusively include a “Buy A Lady A Drink” Limited-Edition Chalice for subscribers in March. Stylist to the stars Rachel Zoe will also help to raise awareness for the global water crisis via her personal social media platforms.
Be the Generation to End the Global Water Crisis
The “Buy A Lady A Drink” campaign was first launched in 2015 and continues to leverage Stella Artois’ global footprint to raise awareness to address this critical issue. New this year, the brand has announced a four-year re-commitment to Water.org to help provide 3.5 million people with long-term, sustainable access to clean water by 2020.
Consumers can purchase one of the exclusive Limited-Edition Chalices for $13 at Amazon.com, BuyALadyADrink.com, Drizly.com and other retailers nationwide. For every Limited-Edition Chalice sold, Stella Artois will help Water.org provide five years of clean water for one person in the developing world. The Chalices feature designs by three local artists in Uganda, Brazil and Cambodia – three of the countries where Water.org provides support.
This year’s campaign also introduced two additional donation mechanisms, further increasing the reach and scale of the program. For every six or 12-bottle pack of Stella Artois sold in select retail stores, Stella Artois will help Water.org provide six or 12 months of clean water for one person in the developing world. For every pint or bottle of beer sold in select bars and restaurants, Stella Artois will help Water.org provide one month of clean water for one person in the developing world.
Rallying Filmmakers and Stars to Join the Cause
In an effort to inspire those in front of and behind the camera who use the power of film to impact change, the brand will work with Women In Film to bring “Buy A Lady A Drink” to Hollywood by gifting this year’s female nominees with the Stella Artois Limited-Edition Chalices, for which a donation to Water.org will be made on their behalf.
Visit www.BuyALadyADrink.com to purchase a Limited-Edition Chalice and learn more about how you can help be the generation to end the global water crisis. Join the conversation online with @StellaArtois @Water #1Chalice5Years.