LONDON, June 14, 2011 /PRNewswire/ --
Cheryl Cole Launches Debut Fundraiser With Asos to Raise Funds for Prince's Trust
ASOS is confirmed as the retail partner for the launch of The Cheryl Cole Foundation's first fundraising event. In the 3 hours since the auction went live, there has already been a frenzy of bids reaching over 6500 at a rate of 50 per minute, with a new dress dropping in every weekday over the next two weeks.
Dedicated to supporting projects in the North East spearheaded by youth charity The Prince's Trust, the Cheryl Cole Foundation is raising funds to help disadvantaged young people from the region - birthplace of the singer. The launch of the Foundation follows a meeting in February, when Cheryl met HRH The Prince of Wales, President of The Prince's Trust, at Clarence House.
ASOS - the UK's leading independent online fashion and beauty retailer - in partnership with the Cheryl Cole Foundation, will retail a capsule collective of twenty looks from the musician's show-stopping wardrobe to be sold from 13th June for two weeks on ASOS Marketplace. To launch the auction, ten looks will be released on first day, followed by one new release on each week day of the sale.
For each item, ASOS Marketplace is running a 'lowest unique bid' auction. The lowest unmatched bid received - per item of clothing - will win the auction for that individual piece.
Cheryl Cole says: "As we are still in the early planning stages for my Foundation, we're still working out what the fundraising events will be. However, when I was clearing out my wardrobe it occurred to me that the clothes I was bagging up for charity could now benefit my own charity, which is really how the idea for the clothes auction started."
All proceeds raised through the clothes auction will be matched by ASOS Foundation - doubling the amount raised. The money will be donated in full to the Cheryl Cole Foundation and distributed by The Prince's Trust to projects in the North East determined by the Foundation to be the most in need of financial support.
ASOS Marketplace, the digital platform where boutiques, vintage collectors, individuals, wardrobe recyclers and designers - established or undiscovered - can open virtual stores to sell fashion to the world, will host the sale of personally-selected pieces from Cheryl Cole's wardrobe, some of which have created the most recognisable looks throughout her solo career.
Rob Bready, ASOS product and trading director, says: "As an online fashion retailer with an audience of young adults, ASOS is always keen to support charitable initiatives that benefit or resonate with our customer. So working with the Cheryl Cole Foundation, which is supporting the Prince's Trust - one of ASOS Foundation's existing partners - is a pleasure."
The new Cheryl Cole Foundation website, http://www.cherylcolefoundation.org, has gone live with details of the popstar's charity and the debut fundraiser with ASOS.
Cheryl said: "I know from first-hand experience what it is like growing up in a tough neighbourhood in the North East - but I also know that, with the right support, situations can change.
"I hope I can help young people from difficult backgrounds change their lives for the better and that my foundation can help raise valuable funds for those people most in need of support."
Established in June 2000 and admitted to AIM in October 2001, ASOS.com is the UK's largest independent online fashion and beauty retailer, offering over 40,000 branded and own label product lines across womenswear - including dresses, shoes, jewellery and beauty - and menswear, including jeans, shoes and shirts. 1,500 - 2,000 new product lines are being introduced each week. ASOS Marketplace, launched in 2010, is a democratic retail platform that facilitates the sale and purchase of product between fashion lovers. Aimed primarily at fashion forward 16 - 34 year olds, ASOS attracts over 11 million unique visitors a month and as of 31st December 2010 had 4.8 million registered users and 1.9 million active customers.