Fashion with Heart

Fashionistas love exclusivity, but usually it’s all about who you know, or how much you’re willing to spend. Creating a twist on limited editions is The Red Rail, a new Dutch fashion label that’s only available to blood donors.

The first Red Rail collection was presented at the Amsterdam Fashion Week last Friday, and consists of 20 unique outfits by 18 up-and-coming designers. Since the number of items is limited, The Red Rail will use a lottery to pick 20 winners. Over the next six months, people can select their favourite outfit, donate blood, and then send an email to, listing their donor ID and the item they’d like to win. The lottery will take place in January 2011.

Initiated by the Nobel Foundation and sponsored by the DOEN Foundation, the project was developed to enlist a new (younger) generation of blood donors, and to heighten awareness of the need to donate blood. According to Nivel, a Dutch research institute for health care, it’s likely that the Netherlands will be facing a shortage of blood donors within three years. The Red Rail hopes to convey the message that a blood donation is a personal, altruistic gift, and one worth giving.


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