Fashion and beauty brands are coming together to help the victims of the wildfires devastating Los Angeles.
Fire officials have responded to at least five fires in the city in the past few days, including the Eaton, Hurst, Kenneth, Lidia and Palisades fires. Combined, the wildfires have destroyed 38,600 acres in Los Angeles County and at least 24 people have died, according to California Gov. Gavin Newsom.
Walmart announced a $2.5 million commitment to support relief efforts. Target is donating $1 million to national and local partners helping with recovery efforts. APL, Alo Yoga, Bubbles, Collina Strada, Todd Snyder, Rebecca Minkoff, LoveShackFancy and Rails are also among the brands sharing resources with people affected by the wildfires. Here’s a look at how fashion brands are helping the L.A. community.
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12th Tribe
12th Tribe is launching an online benefit sale, with all proceeds going to L.A. fire victims. The brand will also be collecting donations to create starter relief packages.
“This Thursday, we’re hosting a Benefit Sale where a portion of proceeds will go directly to supporting fire victims and relief efforts. Every purchase you make will help us contribute to those affected and begin the journey of rebuilding lives,” the brand shared on Instagram on Monday.
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Ace Rivington
Ace Rivington is offering free clothes to anyone who lost their home due to the Los Angeles fires.
“If you’ve lost your home due to the recent fires this week in Los Angeles and loss all of your belongings, email me. I can ship you jeans, a tee, a sweatshirt or flannel today. [email protected] I’ll do the best I can to help. We don’t have a ton of goods . . . but I’ve got some, and I’ll focus all of my energy on helping immediately,” Beau Lawrence, founder of Ace Rivington, said on Instagram.
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Adam Neeley
Jewelry designer Adam Neeley released a capsule collection of six made-in-California jewels with 100 percent of the proceeds from sales going to Direct Relief, to support those who have been impacted by the fires in Los Angeles.
“Our hearts are breaking for our beloved Southern California and all the pain and devastation that has affected so many. It is my hope that by sharing our California Relief Collection, we can help our family, friends and neighbors whose lives have been impacted by the fires in Los Angeles,” said Adam via statement.
The collection is available at shop.adamneeley.com/categories/california-relief-collection.
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Alo Yoga
Alo Yoga is donating 20,000 care kits containing wellness products, clothing, snacks, water and daily meals to support those affected by the wildfires.
Those directly affected by the wildfires are invited to pick up care kits at the Alo Yoga Beverly Hills story
(370 N Canon Drive Beverly Hills, CA 90210) from 10 a.m. PT to 4 p.m. PT until Thursday, Jan. 16. -
APL
Footwear company APL is donating shoes to the fire victims.
“To the courageous first responders and firefighters working tirelessly to protect and serve, we are endlessly grateful. In moments like these, the resilience and generosity of our community coming together reminds us of the strength we share. As part of our ongoing commitment to our city and its people, we will be working to donate shoes to those affected,” the brand shared on Instagram.
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BK Beauty
BK Beauty will donate 100 percent of net proceeds from sales on bkbeauty.com through Jan. 11 to the California Community Foundation.
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Bubble
Bubble is donating products to those affected by the fires and also making an immediate donation to the Los Angeles Fire Department Foundation.
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Cabine Creative
Cabine Creative, a boutique fashion and beauty public relations firm based in Los Angeles, is offering a temporary space for creatives affected by the wildfires to store their work.
“If you’re a stylist, showroom, photographer, glam team, or a brand in need of a place to house your collections or work — our doors are wide open to you,” the brand shared on Instagram.
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Centric Brands
Centric Brands, the company that owns Robert Graham, Fiorelli, Taste Beauty, Zac Posen, Swims and others, is donating $10,000 between the American Red Cross and the Los Angeles Fire Department Foundation.
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Citizens of Humanity
Citizens of Humanity is donating more than 3,500 units of women’s and men’s clothing from Agolde and Citizens of Humanity starting on Friday.
The company is also arranging a clothing donation center at its downtown L.A. showroom. Donation pickup will take place at the Citizens of Humanity corporate headquarters’ employee parking in Huntington Park, Calif., from Jan. 10 to 17. An ID is required to match with affected areas.
Citizens of Humanity is also working with its retailers in the L.A. community to distribute clothing donations and plan to do the same through local schools.
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Clare V.
Image Credit: Clare V Clare V. is releasing a hat and a T-shirt with “‘Los Angeles, Je t’aime” (“Los Angeles, I Love You”) printed on it to fundraise for the fire victims. All proceeds from the sale will be donated to the Red Cross.
“I think the T-shirt and hat will sell well because people all over the country will buy that. It’s amazing how much people love Los Angeles, but we never have to think about it except in a time like this,” said Clare Vivier, founder of the brand.
Vivier will also host a sale of curated designer vintage with 100 percent of the proceeds going to charity, for those who want to shop in support of the relief efforts.
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Credo Beauty
Credo Beauty announced on Instagram that care packages are being assembled for in-store pickup. Those affected by the fires can sign up at t.lt02.net/lp/61GDxrcK/LA-email-signup.
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Collina Strada
Collina Strada’s Hillary Taymour announced clothing donations to help the L.A. community.
“Los Angeles is my first home, and seeing it devastated by fires is incredibly heartbreaking. The city shaped who I am, and it’s unbearable to witness such loss and destruction in a place so deeply tied to my roots. To help in any way I can, I’ll be donating clothing and supporting all clothing drives aimed at aiding those impacted. If you have the means, I encourage you to join me in contributing to relief effort — whether through donations, fostering an animal, volunteering, or simply spreading awareness,” she shared on Instagram.
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ColourPop Cosmetics
ColourPop is donating products to local organizations working the fire victims.
“In the wake of the devastation, ColourPop will be donating products to local organizations serving the community, as a small way to provide comfort and restore a sense of normalcy to those affected. If you’re involved in a local organization that is looking for goods for donations, please contact us directly at [email protected],” the brand shared on Instagram.
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Cotton Candy LA
Cotton Candy LA will donate 30 percent of all proceeds to the LAFD Emergency Wildfire Fund from Jan. 9 through 16. The LAFD Emergency Wildfire Fund provides firefighters with essential equipment, tools and resources needed to combat wildfires effectively and protect communities.
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Cotton On
Starting Monday and through Jan. 26th, 100 percent of Cotton On Foundation funds collected in the United States (both online and in-store) will be donated to Project Hope, an organization that is actively on the ground working to provide aid for those affected by the Los Angeles wildfires.
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Dolce Glow
Dolce Glow, the beauty company of self-tanning lotions, sprays and mists, is accepting donations for first responders on the front lines in Los Angeles. Isabel Alysa, Dolce Glow’s founder, is working in tandem with staff to provide first responders with essential items. Alysa has been sharing the process to her social media channels this week of packaging the donated food, water and supplies, and delivering it to first responders.
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Dude Wipes
Personal care brand Dude Wipes is actively distributing On-The-Go Shower Wipes to first responders in need and families displaced around the Los Angeles area. To date, they have donated over 50,000 wipes to the Los Angeles Fire Dept.
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Evolvetogether
Los Angeles-based beauty and body care brand Evolvetogether has donated more than 50,000 medical-grade face masks and essential personal care items to first responders, shelters and evacuation centers in the affected areas across California. The Evolvetogether team is also taking a grassroots approach to philanthropy, actively coordinating personal donations to customers in need through social media, as well as to community members who’ve lost their homes and belongings to the wildfires.
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Figs
Figs is donating PPE and essential supplies to hospitals, as well as providing meals and childcare support for healthcare professionals and their families. The brand has also launched a limited-edition “I🫀LA” T-shirt / under scrub, available in women’s and men’s, with 100% of proceeds going directly to Project Hope to support frontline healthcare workers showing up for the LA community.
“We’ve been speaking to so many of you, hearing how the fires have brought unimaginable challenges — at work and at home. The number of patients keeps growing, the hours in your day keep shrinking, and somehow, you keep going. You’re not just showing up — you’re stepping up. Caring for others while navigating so much uncertainty yourself is something we can’t even put into words. Email us at [email protected], and we’ll do everything we can to support as many of you as possible,” the brand shared on Instagram.
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Hurley
Christopher J. Volpe, chief operating and financial officer of United Legwear & Apparel Co. said in a statement on Friday that the company’s Hurley team in Costa Mesa is collaborating with local government and charitable organizations to coordinate donations of food, clothing and essential supplies. “We remain vigilant in monitoring the fires’ progress to ensure the safety and well-being of our employees and are prepared to respond promptly, if necessary,” Volpe said.
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Jacquie Aiche
The Tribe Together Tote is designed by the brand Jacquie Aiche to support wildfire relief efforts and to symbolize the endless love we have for our city. 100 percent of proceeds from each purchase will be donated to the California Fire Foundation, helping to provide support to those affected by the wildfires.
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JINS
From Friday to Sunday, eyewear brand JINS is donating 100 percent of sales revenue from four Los Angeles locations (Arcadia, Sherman Oaks, Torrance and Venice) to the Cal Fire Benevolent Foundation, Los AngelesRegional Food Bank and GoFundMe’s Wildfire Relief Fund 2025.
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Lisa Says Gah
Lisa Says Gah is donating 15 percent of its sales through Jan. 12 to the Los Angeles Fire Department Foundation.
“Due to the ongoing wildfires, our L.A. store will stay closed for time being. Thankfully, our team is safe, and we extend our deepest sympathies to those impacted by the fires in L.A. Many in our community have lost their homes or remain evacuated. The path to recovery will be challenging for our friends and local businesses. Please remain safe and alert, and support L.A. businesses and donations if possible. We will donate 15% of our sales today and through the weekend to @lafdfoundation,” the brand shared on Instagram.
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LoveShackFancy
LoveShackFancy started a fundraiser on Instagram to raise money in support of the L.A. Fire Department. The brand has raised more than $45,000 so far.
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Minnow
Minnow sent out more than 5,000 units of donated products for families and children affected by the L.A. wildfires. The brand has also partnered with @givinggenerously, a group of volunteers collecting donations for fire victims. The group will host a donation drive next week in Santa Monica for distribution.
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Nia
Los Angeles-based label Nia will donate 30 percent of all proceeds to the Pasadena Humane Society from Jan. 9 through 16. The Pasadena Humane Society is utilizing monetary donations from the wildfires to provide critical care, shelter and medical treatment for animals displaced or injured by the fires.
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Pink Chicken
Children’s apparel brand Pink Chicken is launching an exclusive limited-edition bamboo pajama set and romper, with 100% of the profits going directly to Baby2Baby. This nonprofit is helping families impacted by the wildfires, providing essential items like diapers, food, formula, hygiene products, and blankets to those in need. Baby2Baby is collaborating with 470 partner organizations across Los Angeles County to meet urgent demands. The LA Firetrucks pajamas romper are available for presale until Friday, and the expected ship date is around April 1.
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Paige
Paige, the international apparel brand for men and women, is offering 50 percent off any new product in-store and two free pairs of jeans and two tops to those impacted by the fires. The free jeans and top are chosen from select styles and ID or proof of residency is required. The discount is currently valid at all the Southern California locations and donation support is available starting Monday at 2 pm at the following locations: The Grove, Santa Monica, and Manhattan Beach.
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Rails
Rails, a Los Angeles-based contemporary brand, announced a donation of $50,000 to the Red Cross and the Los Angeles Department of Fire Foundation. The brand will also donate 10 percent of all rails.com sales through Jan. 12 to the LADF Foundation.
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Renna
Jewelry designer Renna Brown-Taher is donating 30 percent of proceeds from all sales in January to LAFD Foundation.
“Excuse my inability to form a proper sentence, the devastation in my hometown of Pacific Palisades is tremendous. We were, unfortunately, affected directly and our home is gone. It’s hard to feel so helpless in the face of a natural disaster like this, so please consider donating to @lafdfoundation or we will also be donating 30% of sales this month to @lafdfoundation,” the designer wrote on Instagram.
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Rent The Runway
The clothing rental brand is offering 10,000 promotional codes for two free months of Rent the Runway to those impacted by the fires.
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Rebecca Minkoff
Rebecca Minkoff is teaming up with the Female Founder Collective to host a fundraiser on Instagram for the Los Angeles Fire Department Foundation. Thus far, they have raised over $1.2 million.
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Rōz Hair
Rōz Hair is donating 10 percent of its January sales to the California Community Foundation — Wildfire Recovery Fund to support the enormous relief effort.
“We are also working to supply essentials to local evacuation shelters that need them most, such as the Dream Center. For those in our community looking to help directly, we’ve included links to organizations on the frontlines providing aid,” the brand shared on Instagram.
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Target
Target has announced a donation of $1 million in wildfire relief for California, partnering with organizations including the California Fire Foundation and League of California Community Foundation. The company is expediting essential supplies to affected areas while providing direct financial support to firefighters, first responders and impacted communities.
Additionally, through its Team Member Giving Fund, Target is also offering financial assistance to help employees in the most severely affected regions meet their immediate needs.
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The Now
Through Jan. 25, massage boutique The Now is offering complimentary 25-minute massages to Los Angeles first responders at its L.A. locations, including West Hollywood, Santa Monica, Studio City, Silver Lake, Long Beach, Corona Del Mar, South Bay, Woodland Hills, Westlake Village, Rancho Santa Margarita and Pasadena. It is valid for one-time use with first responder identification, including firefighters, law enforcement officers, EMTs, paramedics and military personnel. Details are available on The Now’s Instagram page.
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Todd Snyder
Todd Snyder is providing clothing to those affected by the wildfires, in partnership with the nonprofit Good360, as well as donating $100,000 to Good360’s relief efforts. “Los Angeles holds a very special place in my heart,” reads a statement posted to Todd Snyder’s Instagram. “It’s a city that inspires me with its creativity, resilience, and vibrant culture, which makes the devastation caused by these wildfires even more heartbreaking. My thoughts are with everyone impacted by this crisis, especially those in our community—employees, customers, and loved ones—who call this city home. I want to extend my deepest gratitude to the first responders and the locals for their incredible bravery and selflessness… We encourage everyone to join us in supporting @good360usa through donations or by raising awareness of their impactful work.”
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Walmart
Walmart, Sam’s Club and the Walmart Foundation have pledged $2.5 million in disaster relief support for Southern California communities. This comprehensive aid package includes essential supplies, food, water and grant funding.
Local Walmart stores across Southern California have already begun distributing critical supplies to various emergency response locations. Key recipients include the Glendale Community Foundation’s emergency food distribution center, a shelter facility at the Pasadena Convention Center, an evacuation center established at El Camino Real High School and Cal Fire operations. The company has provided these centers with food, water, and gift cards to assist both displaced residents and first responders.
The retail giant is also coordinating with nonprofit organizations to expand community support, including the distribution of free meals. Additional services will be announced as they become available.
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Alice + Olivia
Alice + Olivia is actively supporting individuals impacted by the 2025 Los Angeles wildfires by transforming their Melrose store at 8501 Melrose Ave. into a donation center from Jan. 16 to 26. At this location, those affected can collect up to 10 free pieces of clothing and accessories with proof of residence. Additionally, the company is offering a 50% discount across all of its stores and online to wildfire victims for a limited time, provided they notify team members of their circumstances.
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