Wardrobe With A Conscience - The Alpina Gstaad & SEP Jordan Partner
The Swiss hotel has partnered with SEP Jordan - a luxury lifestyle brand and social enterprise. A series of pop up shops will take place in the hotel across four weekends in July and August, enabling guests to purchase from a fashion and lifestyle collection with a social conscience.
Supporting employment over charity, empowerment over dependence on aid, and pride and self-confidence as opposed to depression, SEP Jordan brings thousands of refugees above the poverty line through training and work. The fashion and lifestyle apparel created and distributed by them, supports the underprivileged community of over 50,000 refugees. This new partnership will raise awareness of their work among the international guests of The Alpina Gstaad.
Community development is at the core of The Alpina Gstaad’s positioning. The space offered by the hotel contributes to its efforts in creating a platform where dialogue on some of the world’s most stigmatised and imminent issues can take place. With this new collaboration, The Alpina Gstaad fully supports the 6 out of the 17 Sustainable Development Goals (SDGs)* that drive SEP Jordan; from reducing inequality and poverty, to supporting economic growth and responsible consumption.
The Collection
The ‘Resort & Lifestyle’ collection has been curated especially for The Alpina Gstaad. Made from natural and luxurious Italian fabrics, it comprises over 80 items costing from just £110. It includes a selection of unique Panama hats, white linen Alhambra and Mary Magdalene shawls, a sky-blue soft linen tunic, and a natural Gstaad tunic dress. There’s also cashmere shawls, ponchos, canvas bags, pouches and throws. A celebration of traditional craftsmanship, they’re all hand-embroidered by artists who happen to be refugees in Jordan.
The pop up dates are 10-11, 17-19 July, 31 July-2 August and 7-9 August, displayed in the main lobby of The Alpina Gstaad, from Friday to Sunday. The best selling pieces will later be developed into a special collection for the hotel.
Tim Weiland, General Manager at The Alpina Gstaad, said; “We are delighted to partner with SEP Jordan, which further underlines our commitment to supporting companies and individuals who prioritise making a social impact. We are proud that The Alpina Gstaad can act as a platform to introduce our guests to new experiences and create an awareness for social development projects."
Roberta Ventura, Founder of SEP Jordan added, “Working with organisations which share our vision to enhance the SDG’s, such as The Alpina Gstaad, takes us one step closer to fulfilling our mission. This is to bring thousands of refugees above the poverty line thanks to their skills and talent, within respectful working conditions, with care for the environment and introducing the concept of mutual happiness. Our partnership with The Alpina Gstaad is built on our common love for sustainability, positive impact and the wellbeing of those we work with.”
