Celeste Home Fashion was launched in 2015, and is the first and the only brand in Pakistan to have introduced the concept of a SleepLab as a mattress trial area.
The brand recently celebrated its 2nd anniversary and chose to shift its focus from earning revenues to giving back to the society. Master has been known for its breakthrough initiatives to help the society and Celeste Home Fashion carried the legacy forward by pledging to make corporate social responsibility an integral part of the brand. In line with its New Year resolution #GrowWithCHF, the brand chose education as its cause and partnered with The Citizens Foundation (TCF), a non-profit organization that grew from 5 schools in 1995 to over 1400 schools educating more than 200,000 students across the country.
Celeste Home Fashion developed an online campaign and brought celebrities onboard to post a series of images of students of TCF on Facebook and Instagram hashtagged #CHFGivesBack, promising to equal every ‘like’ on the posts in rupees. More than 60 celebrities, bloggers and publications joined the cause by sharing the posts to raise funds, including A-listers Feroze Khan, Sana Javed, Shaan, Bilal Ashraf and Maya Ali, among others.
The fans of these profiles as well as the brand wholeheartedly participated in this initiative and raised the tally of likes to 80,000 within a week. Celeste Home Fashion decided to take this cause one step further by doubling the amount of donations to match its 2nd birthday, raising an incredible Rs.160,000.
Celeste Home Fashion held a small ceremony to acknowledge the contribution of the participants and to hand over the raised funds to TCF. The brand also promised to continue to support education in Pakistan by collaborating with TCF for its future CSR campaigns.
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