When fashion meets purpose, it proves that even couture can be a catalyst for change.
The fashion industry’s silence in times of conflict and war can often feel deafening, with its potential to influence public opinion or disrupt unjust systems rarely realized. Too often, the fear of breaking its glitzy facade prevails. Yet, some within the industry are stepping up to prove that fashion can be a powerful force for good.
Saam Emme, a Lebanese-born fashion director at Milan’s global fashion group . Driven by a profound sense of responsibility to her homeland, Emme organized the Super Cedar Sale, a fundraising event that seamlessly merged high fashion with humanitarian relief. First held at La Pelota in Milan early last month, the event aimed to raise much-needed funds for Lebanese relief efforts.
This wasn’t your typical charity sale. Emme and her collaborators brought together over a thousand rare and collectible pieces, each carrying its own story, from some of the world’s most iconic designers. A standout gesture came from Francesco Risso, Marni’s Creative Director and Emme’s close friend, who donated his entire personal archive—a sacred collection for any designer. Archives like Risso’s offer glimpses into a designer’s creative journey and represent pivotal moments in fashion history. His contribution set a remarkable standard for the event, underscoring its significance and ambition.
Buyers from across the globe flocked to Milan to sift through treasures like a Tom Ford for Gucci design or an early 2000s Prada dress. For those lucky enough to acquire one of these coveted pieces, the experience went beyond enriching their wardrobes. Every purchase directly supported humanitarian aid in Lebanon while promoting sustainability through second-hand fashion—breathing new life into garments that hold cultural and historical significance.
After raising over €100,000 at the physical sale, Emme is taking the initiative online. From December 4th to 14th, the Super Cedar Sale online auction will feature 21 handpicked pieces of rare contemporary fashion history. Highlights include an early Maison Margiela knit vest from the 1994 A Doll’s Wardrobe collection, a 2007 Prada Feathered Bustier Dress, a 2004 Balenciaga jacket and pants ensemble by Nicolas Ghesquière, and the iconic 2014 Raf Simons x Sterling Ruby patchwork caban coat. Each piece tells its own story of cultural significance and design innovation, offering a rare glimpse into three decades of fashion history.
Beyond its immediate impact on Lebanon, the Super Cedar Sale underscores the strength of community and the fashion industry’s potential to respond meaningfully to global crises. The event united collaborators across sectors, including the Lebanese sister duo behind Oslo Made in Heaven, who added a personal touch by contributing desserts to the sale. For Emme, the event was as much about confronting her own feelings of frustration and helplessness as it was about rallying resources for a cause. By leveraging her industry expertise, she demonstrated the transformative power of collective action and creativity.
The Super Cedar Sale also served as a testament to the intersection of fashion, sustainability, and social justice. Pieces from Margiela to Alaïa celebrated the artistry and collaboration that define contemporary fashion while reminding that, even in an industry often criticized for its excess and detachment from reality, there is space for meaning, purpose, and change.