Models not only promote clothes they also do modeling for a good cause. Forty of the world's models, including Coco Rocha, Jessica White and Michelle Alves donned a limited-edition Nine West boot with a built-in pedometer. They wear this boot until the close of the fashion week and also they intended to track every step taken from castings to shows after-parties.
Models kick off the Runway Relief program in the Meatpacking District for the campaign and to raises funds for breast-cancer awareness.
Until Sept. 16, Jones Apparel Group Inc., the parent company of Nine West, will give $10 to the Council of Fashion Designers of America's charitable organization Fashion Targets Breast Cancer.
A small number of the $199 boots will be available for purchase at Nine West's Fifth Avenue
Jones Apparel Group estimates that it will raise more than the expectation, Chief Marketing Officer Stacy Lastrina could only say, "We have no idea what $10 a mile is going to turn into. I'm verklempt!" The company is expecting at least $75,000, but Stephen Kolb, executive director of the CFDA, said: "I'm sure it's going to be a lot more than that."
Ms. Lastrina came up with the idea for the project last February backstage at the Rachael Roy show. She said, "I was watching these models running around, waiting for hair and makeup, running late to shows and I thought.'" But, they did it to raise the fund for the breast cancer awareness.