At the end of February, Moscow’s luxury department store TSUM gathered dozens of famous fashionistas; but not for the sake of shopping. That evening, Moscow’s celebrity it-girls for the first time in their lives stood behind the counter to sell off their own designer items for charity’s sake. All the funds raised in such an unusual way was deducted for charitable purpose–in payment transactions for heart surgery for three-year old Luka Belov, who suffers from serious heart disease.
The charity event called The Day of Small Hearts and organized by charity fund Planeta Mira, certainly has a lot to live up to. It took place on the first floor of TSUM and acted as a magnet for fashionistas eager to come face to face with their style icons and grab a bargain at the same time. Well known faces that rolled up their sleeves for a day manning the stalls include: Planeta Mira patrons Miroslava Duma, Elena Perminov and many others. Shoppers queued for bargains including Prada clutch and green evening dress from Thakoon.
The charity event was modelled on similar British auctions with the stars. London department store Selfridges holds events like that twice a year. Famed actresses like Sienna Miller, Gwyneth Paltrow, supermodel Kate Moss and other renowned owners of enviable wardrobes, are among those stars who have participated in celebrity sales.
TSUM charity event was a roaring success as well.