Cause Marketing & Heilyke

Heilyke is a women's clothing design company. I think that it would be an interesting idea to partner with the National Eating Disorder Association (NEDA). The fashion and beauty industry has been and continues to be a hotbed of controversy regarding the portrayal of "ideal" female form and impossible beauty standards that fashion/cosmetic industry push towards consumers. One major issue in the fashion world has been the use of unhealthily thin models in campaigns, especially in runway shows. I think that Heilyke has been very consistent in using models with varying and healthy body shapes, and a partnership with NEDA would align with the design goals of Heilyke. The mission statement of the company includes that founder Heili Aun Nalla "focuses on creating well-tailored pieces with cuts and shapes that celebrate the female body". Donating a portion of sales from their boutique lines to NEDA could be a good way to introduce cause marketing to the Heilyke business model, and signal to consumers (especially women) that Heilyke is a brand that is accessible and cares about celebrating and enhancing the individual beauty of its customers. Additionally, Heilyke should continue to feature healthy and diverse models as part of its lookbooks and runway shows, as a reminder that beauty comes in many shapes and sizes, and that Heilyke realizes and embraces this.