TOMS CELEBRATES 20 YEARS OF GIVING WITH HANNAH BRONFMAN
By: Erica Commisso
When so many of us think of our introduction to sustainable, philanthropic brands, we think of TOMS. The business model is simple: for every pair of shoes sold, they donate one pair of shoes to a person in need. It is a model that has since been widely replicated, which is one of the true testaments to the success of the brand and the philanthropic model it uses.
It has been such a successful concept in fact, that TOMS is celebrating 20 years in the fashion industry with a nostalgic campaign: The Joy We Share. This campaign features Hannah Bronfman, her husband Brendan Fallis and their two children, all at play on the beach in Malibu, California. “This campaign felt incredibly personal to me,” said the heiress and angel investor. “TOMS is about authenticity, connection, and joy, and those are the values that ground my life, especially with my family. Knowing that TOMS has spent 20 years using its platform as a force for good, to create change in the world, makes this partnership even more special.”
Source: TOMS
The campaign serves two purposes–to celebrate two decades of giving back, and to unveil the honorary collection, which brings back cornerstones of years past while ushering in the future. It marries archival prints with modern styles and pairs original silhouettes with upgraded comfort features to bring the shoes into 2026, taking the 2016 trend to a level that’s both charitable and chic, honoring TOMS’ roots while still respecting the modern trends and consumers.
And of course, the partnership with Bronfman elevates the collection even further. “Hannah’s authentic approach to fashion, entrepreneurship, and family life made her an obvious choice for our 20th anniversary campaign,” said TOMS’ Chief Brand and Impact Officer, Amber Tarshis. “We wanted the campaign to feel like real life, capturing a loving family as they are, without polish, and reflecting the joy and connection at the heart of our brand. The result feels easygoing, genuinely happy and sincere.
Source: TOMS
“Reaching our 20-year milestone is a powerful reminder of what’s possible when purpose leads the way,” added Tarshis. “The Joy We Share campaign reflects our ongoing commitment to impact, connection and creating Better Tomorrows.”
The campaign officially launched on February 3, continuing the Venice Beach, California-based brand’s mission to use fashion to create a better tomorrow. Today, the purchase of TOMS shoes helps to fund children’s education, health and well-being and, over the past two decades, the brand has impacted more than 106 million lives with a deep focus on its mission to help children across the world.
Bronfman herself has long been an activist in this space: she’s used her platform to speak out against racial injustice, advocate for women’s health, and more. As the founder of Conteur Capital, she’s also set to star in the upcoming Serena Williams-produced documentary The CEO Club, which will air on Amazon Prime later this month, on February 23.
The anniversary celebrates the brand’s charitable efforts, but it also celebrates its evolution, as TOMS has grown from one style to incorporate sneakers, espadrilles, sandals, and casual dress shoes, all of which bear the brand’s signature CloudBound underfoot technology.
Billboard’s highlighting Bronfman’s campaign will also debut across California and New York in March, and they’re already online on the brand’s website, and the pieces are also available across the globe.