The Avon Foundation joins the event Colombiamoda to say NO to the violence against women.
Medellín, July 30, 2020. On Thursday, July 30, the catwalks of Colombiamoda 2020 were opened, the digital fashion week that took place from July 27 to August 2. The Avon Foundation for Women together with Diego Guarnizo showcased FREEDOM, a collection that invites women to dream, to fly high, to free themselves: from ties, limitations, fears, feelings and negative thoughts, of bad habits and especially of those who exert on us any form of violence, be it physical, sexual, economic, psychological. After this, the #AisladasNoSolas (isolated but not alone) panel was made.
“#AisladasNoSolas is a call to all women and especially to those who, because of the social and compulsory isolation that we have been confronted with in the wake of COVID-19, have had to stay at home locked with their aggressors. To them and to all women we want to say that, although we are isolated, we are not alone, said "Carolina Henao, executive director of the Avon Foundation for Women.
Original, creative and impeccable, this was the parade of the LIBERTAD (FREEDOM) collection that consisted of a Fashion Film whose protagonist was Catalina García, of the musical group Monsieur Periné who in addition to being the model of garments and accessories, represented different women in their grief when they go through a situation of violence and at the same time when they decide to get rid of it.
"In these garments each swallow aims to bring a message to women to remind them of their value and contribute to their self-esteem. The one you’ve seen minimized by your attacker. Each swallow will leave a feather in each of the women’s hearts to remind them all of the courage they have and the freedom they deserve. Those swallows in turn have an army of mountains full of Lion’s teeth, the healing flowers that travel miles with the help of the wind, to carry seeds of life. That wind in which each man must become that being that drives, that complements, that facilitates and accompanies the flight". Mentioned Diego Guarnizo, fashion designer of the collection.
The LIBERTAD Collection is composed of garments of exterior, interior, protection, accessories and costume jewelry. There are 40 references made by Colombian hands, which highlights the work of the textile producers who have endeavored to give Libertad environmentally friendly inputs. The LIBERTAD collection will be available in a special section that will circulate with the Avon catalogue and which can be accessed through the more than 200,000 Representatives of Avon.
Panel #AisladasNoSolas, After the film, the Avon Foundation for Women held the #AisladasNosolas panel to make visible macho behaviors that need to be changed and to publicize alliances that the Avon Foundation weaves with NGOs in Colombia, Peru and Ecuador. In this space participated Ricardo Hinojosa Manager for the Andean cluster of Avon, Nadia Sanchez Gomez, President of the She is Foundation and director of the Women Economic Forum and Jineth Bedoya Lima, director of No Time for Callar and SubEditora El Tiempo with the moderation of Paola Rueda López, to amplify the scope of this campaign that seeks to contribute to eliminate violence against women.
The AVON Foundation was created in the world in 1960 and has been present in Colombia since 2005. It is considered the largest private foundation in the world to support women because of the impact of its causes and the economic contribution it has made during its career. From Colombia are leading the social responsibility actions for the Andean market group (Colombia, Peru and Ecuador). In Colombia we are currently working on 3 strategic axes or pillars: To raise awareness about the importance of early detection of breast cancer, to contribute to eliminating violence against women and to promote equity and empowerment.