JEANS FOR GENES | CAMPAIGN

by Emma Steventon


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Art & Culture September 20, 2017

In the run up to Jeans for Genes day, we caught up with Lina Abdulkarim; a former FMCG marketing expert turned charity PR trailblazer. The appeal benefitting to those with genetic disorders paired with fashion, makes her work at Jeans For Genes rewarding and enjoyable. Our own Noctis Editor-in-chief Leoni Blue feels the same way, and shoots the celebrity campaigns. 

 

Zoe Hardman Jeans for Genes campaign Noctis Mag Leoni Blue
Zoe Hardman
Vogue Williams Jeans for Genes campaign Noctis Mag Leoni Blue
Vogue Williams
Ellie Taylor Jeans for Genes campaign Noctis Mag Leoni Blue
Ellie Taylor

Lina told us how half a million people in the UK – or 1 in 25 people – are affected by a genetic disorder. Many are completely life-changing. The monies raised by this denim-tastic day help disorder-specific charities and patient groups with inspiring projects to provide services for people affected by a genetic disorder. Everything from day-to-day living support, equipment to make life easier, nursing and care services are covered.

Charlotte De Carle Jeans for Genes campaign Noctis Mag Leoni Blue
Charlotte De Carle
Charlotte De Carle Jeans for Genes campaign Noctis Mag Leoni Blue
Charlotte De Carle

Jeans For Genes brings families together with events and experiences to improve the quality of life. Often creating enjoyable and vivid memories for those involved. Projects in the past year alone include A Multi-Sensory Wonderland for children with profound learning difficulties, a week sailing around the ocean for children with visual impairment and many hundreds of hours of support and education for families who need it most. 

Roman Kemp Jeans for Genes campaign Noctis Mag Leoni Blue
Roman Kemp
Oscar Duke Jeans for Genes campaign Noctis Mag Leoni Blue
Oscar Duke

Over the past 7 years, Lina has involved a smorgasbord of celebrity ambassadors to support Jeans For Genes, using their large social platforms and public profiles to boost awareness and participation. Most noteably, Kate Moss has designed this year’s t-shirt, which is available here.

This past year has seen support from X factor winner Louisa Johnson, Victoria’s Secret supermodel Leomie Anderson and social media star Jayde Pierce, to name but a few.

Leomie Anderson Jeans for Genes campaign Noctis Mag Leoni Blue
Leomie Anderson
Jayde Pierce Jeans for Genes campaign Noctis Mag Leoni Blue
Jayde Pierce
Lydia Bright Jeans for Genes campaign Noctis Mag Leoni Blue
Lydia Bright

Social Media participation, donations and general awareness building are key to the success of Jeans for Genes. You don’t have to be a celebrity to make an impact to the lives of people affected by genetic disorders. Use #wearjeanschangelives and show us your denim. Schools, nurseries and work places can get involved by downloading a toolkit and planning activities to raise money, whilst having fun in the process. It’s not too late to get involved!

 

www.jeansforgenesday.org

Maya Jama Jeans for Genes campaign Noctis Mag Leoni Blue
Maya Jama
Maya Jama Jeans for Genes campaign Noctis Mag Leoni Blue
Maya Jama
Marc Dessen Jeans for Genes campaign Noctis Mag Leoni Blue
Marc Dessen
Louisa Johnson Jeans for Genes campaign Noctis Mag Leoni Blue
Louisa Johnson
Leomie Anderson Jeans for Genes campaign Noctis Mag Leoni Blue
Leomie Anderson

 

photography LEONI BLUE
hair and makeup EMMA STEVENTON



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beauty campaign celebrity charity Charlotte De Carle community Ellie Taylor fashion genetic disorder influencer Jayde Pierce Jeans for Genes Kate Moss Leomie Anderson life Lina Abdulkarim Louisa Johnson Lydia Bright Marc Dessen Maya Jama Oscar Duke personality photography portrait Roman Kemp supermodel support tshirt Victoria's Secret Vogue Williams Zoe Hardman