Business & Money | Tuesday 28 June, 2016 12:11 pm |

'Jeans for Refugees', is a Johny Dar project and artistic fundraising initiative dedicated to helping refugees around the world, with all proceeds going to the International Rescue Committee (rescue.org). Dubai based agency White Water PR has been chosen to generate awareness amongst people in this region and support the cause.

One hundred and one celebrities have come together to support the cause by donating their jeans to be painted by Johny Dar an internationally acclaimed fashion designer and artist.  Celebrities include Kate Moss, Emma Watson, Vivienne Westwood, Daniel Radcliffe, Bella Hadid, Sir Elton John, Sharon Stone, P!nk, Naomi Campbell, Carla Bruni, Usher and Victoria Beckham.  Each pair of jeans will be made into an individual art piece and will be exhibited at the Saatchi Gallery in London.

At the end of the exhibition each piece will be auctioned at a special online fundraiser where everyone can participate. All proceeds will go towards the IRC initiatives helping millions of refugees worldwide. 

“The refugee crisis has had an impact on everyone — it moves us all, it concerns us all.  The concept behind 'Jeans for Refugees' is to spread a message through art, to create positive change and empower people to collaborate for a common goal, painting a new paradigm and inspiring a brighter world,” said Johny Dar.

“It's great to be working with Whitewater PR and to have their valuable support in generating as much awareness and funds for the refugees as possible through the Jeans for Refugees initiative,” said Johny Dar the international fashion designer and artist.

 

Johny Dar will be painting the jeans as a live art performance in a refugee camp for 7-10 days, during which he will paint non-stop every day, exploring the endurance and determination needed by millions of refugees as they seek to complete their journey and fulfil their shared dream of a new home and beginning.  

“We are proud to be part of this unique and prestigious initiative by Johny Dar. There are over 65 million refugees worldwide and we will whole heartedly support this cause and we hope we can make a difference to the lives of these refugees with our efforts. We have built several multi-billion dollar brands over the years however, this is one of the most creative campaigns that we have worked on thus far and due credit to Johny Dar for conceptualizing this wonderful initiative,” said Prem Ramachandran, Founder and Managing Director, White Water Public Relations.

By painting the jeans in a refugee camp, Dar hopes to share the joy and colour of the creative side of the project with the people it is dedicated to, and to raise awareness about the cause by live streaming the performance around the world.

Participants from the film, art, fashion and music industries are contributing their jeans to the project, including Albert Hammond Junior, Alicia Vikander, Anna Wintour, Audrey Tatou, Bella Hadid, Benicio del Toro, Bryan Adams, Camille, Candice Swanepoel, Carl Cox, Carla Bruni, Cat Stevens, Catherine Deneuve, Chanel Iman, Charlotte Church, Christina Ricci, Christine Taylor, Claudia Schiffer, David Copperfield, Daniel Brühl, Daniel Radcliffe, Dannii Minogue, Elle Macpherson, Sir Elton John, Emma Watson, Eva Herzigova, Fearne Cotton, Florence Welch, Harry Styles, Iris Berben, Isabelle Adjani, James Norton, Jamie Theakston, Jane Birkin, Jim Broadbent, Julio Iglesias, Karlie Kloss, Kate Moss, Lars von Trier, Lily Allen, Linda Evangelista, Macy Gray, Marianne Faithfull, Melanie C, Minnie Driver, Nicholas Hoult, Nina Hagen, Ozzy Osbourne, Peaches, Pedro Almodovar, P!nk, Roger Waters, Ryan Gosling, Sadie Frost, Selah Sue, Sharon Osbourne, Sharon Stone, Sofia Coppola, Tinie Tempah, Tom Waits, Toni Garrn, Tuppence Middleton, Twiggy, Usher, Victoria Beckham, Vivienne Westwood, Woody Allen and others.

The Dubai based PR firm has consulted several multi-billion dollar global and local brands such as, Harrods Estates, CBRE UK, Chestertons, Johnson Controls, Kanz Jewels among several other Bollywood and Hollywood celebrities.