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By Alexander Patino
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Lauren Bush’s FEED Project Teams Up with Clarins for Nordstrom
POSTED July 21, 2011
DESIGN COLLABORATIONS
Lauren Bush – model, designer and niece to former President George W. Bush is not one to rest on her American aristocratic laurels or on her natural good looks. For this trailblazing
beauty, her socialite status takes the back burner to her entrepreneurship and philanthropic acumen.
In 2007 Bush started the FEED Project with Ellen Gustafson following a trip to Africa as an honorary Student Spokesperson for the United Nations World Food Programme’s (WFP) School
Feeding program. The trip proved to be more than an exercise in expanding her precocious sense of worldliness. In people’s hardship, Bush had found a way to use her talents to serve a
true calling. “I had an amazing experience as a student to travel around the world with the UN World Food Program, but what I saw was the realities that hundreds of millions of people face
every day to just feed themselves and their families. After seeing it first-hand you can’t help but want to give back and do more,” said Bush.
What Bush did was put that Central Saint Martin’s degree to good use. She designed and created the FEED 1 bag, a burlap bag somewhat akin to those same burlap bags the WFP used
to transport and distribute food. “I had come back from these trips and was frustrated that I didn’t have a tangible way to discuss world hunger,” Bush said. “So my solution was to design
this bag. In the cost of the bag is attached a donation that would feed a child for a year. So that was the initial bag, the Feed 1 bag which has the number “1” stamped on it, which signifies
the one child that it is benefiting. All of the products have a number on them, signifying what your purchase is ultimately doing.”
Bush’s FEED bags have been sold at major retailers such as Bergdorf Goodman, Bloomingdales, Harrods and Judith Lieber, but the latest FEED Projects endeavor comes in the clever
guise of a gift-with-purchase, available now exclusively at Nordstrom. The FEED 15 cosmetics bag comes with three must-have Clarins products - a Hand and Nail Treatment Cream (1.7
oz), the Moisture-Rich Body Lotion with Shea Butter (3.5 oz) and the Instant Light Natural Lip Perfector in Shade 01 Rose Shimmer (0.15 oz) – typically a $44 - value, priced at $30. And
with a solid “15” printed on your bag, patrons get to walk out of Nordstrom knowing they just helped to provide a child with 15 school lunches.
“For the purchaser it works like a badge of honor,” Bush warmly declared. “Obviously we’d love to solve world hunger, but mainly it’s about tangibly helping people who really need it day-to-
day, especially kids, and once kids are fed and educated, they can grow up to live much more healthy and productive lives and their future children will be better fed and educated in return. It’
s a way to break the poverty cycle.”
beauty, her socialite status takes the back burner to her entrepreneurship and philanthropic acumen.
In 2007 Bush started the FEED Project with Ellen Gustafson following a trip to Africa as an honorary Student Spokesperson for the United Nations World Food Programme’s (WFP) School
Feeding program. The trip proved to be more than an exercise in expanding her precocious sense of worldliness. In people’s hardship, Bush had found a way to use her talents to serve a
true calling. “I had an amazing experience as a student to travel around the world with the UN World Food Program, but what I saw was the realities that hundreds of millions of people face
every day to just feed themselves and their families. After seeing it first-hand you can’t help but want to give back and do more,” said Bush.
What Bush did was put that Central Saint Martin’s degree to good use. She designed and created the FEED 1 bag, a burlap bag somewhat akin to those same burlap bags the WFP used
to transport and distribute food. “I had come back from these trips and was frustrated that I didn’t have a tangible way to discuss world hunger,” Bush said. “So my solution was to design
this bag. In the cost of the bag is attached a donation that would feed a child for a year. So that was the initial bag, the Feed 1 bag which has the number “1” stamped on it, which signifies
the one child that it is benefiting. All of the products have a number on them, signifying what your purchase is ultimately doing.”
Bush’s FEED bags have been sold at major retailers such as Bergdorf Goodman, Bloomingdales, Harrods and Judith Lieber, but the latest FEED Projects endeavor comes in the clever
guise of a gift-with-purchase, available now exclusively at Nordstrom. The FEED 15 cosmetics bag comes with three must-have Clarins products - a Hand and Nail Treatment Cream (1.7
oz), the Moisture-Rich Body Lotion with Shea Butter (3.5 oz) and the Instant Light Natural Lip Perfector in Shade 01 Rose Shimmer (0.15 oz) – typically a $44 - value, priced at $30. And
with a solid “15” printed on your bag, patrons get to walk out of Nordstrom knowing they just helped to provide a child with 15 school lunches.
“For the purchaser it works like a badge of honor,” Bush warmly declared. “Obviously we’d love to solve world hunger, but mainly it’s about tangibly helping people who really need it day-to-
day, especially kids, and once kids are fed and educated, they can grow up to live much more healthy and productive lives and their future children will be better fed and educated in return. It’
s a way to break the poverty cycle.”
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