Children’s Hospital Los Angeles has again marshaled the fashion world for its Make March Matter campaign, a philanthropic effort that recalls the long, often overlooked history of intimate apparel brands supporting charitable causes. Since 2016, the initiative has generated over $15 million for pediatric care, a testament to the industry's communal power.
This year's roster of participating brands, including Anine Bing and Veronica Beard, continues a tradition where fashion serves a purpose beyond aesthetics. Such philanthropy has deep roots in lingerie history. During World War I, for instance, the corsetière Madame Rosalie manufactured surgical bandages, transforming her technical skill toward healing. Later, in the mid-20th century, brands like Warner's and Maidenform were stalwart supporters of women's health initiatives and community charities, embedding social responsibility into their corporate identity.
The current campaign, featuring in-store events and percentage donations, mirrors these historical acts of patronage. When Anine Bing hosts a shopping benefit in Beverly Hills, it operates within a lineage where intimate apparel businesses have long functioned as pillars of their local communities. The sentiment expressed by supporters—that saving lives is everyone's business—resonates with an industry that has, for over a century, understood its role extends far beyond the dressing room.
Originally reported by WWD