Cara&Co / SYNERGY OF ART & FASHION

CARA&CO: SYNERGY OF ART & FASHION EXHIBITION AT: VENDÔME LUXURY 228 rue de Rivoli, 75001 - PARIS. from Friday 4th March to Monday 7th March 2011.

The world renowned concept store CARA&CO in Moscow announces the launch of its international charity exhibition «CARA&CO – Synergy of Art & Fashion». The project is designed to support THE SOUND WORLD charity foundation.

In order to achieve commercial success, many fashion houses have been chasing one- shot trends, forgetting that fashion can be as timeless as art itself. Fashion targeted at the masses translates into mass production. It loses in turn its inherent meaningfulness and becomes an entity without a soul - faceless.

The project «CARA&CO – Synergy of Art & Fashion» is aimed to convey the authenticity and eternal values of fashion; its depth, its artistry.

The synergy of art and fashion is one of the core fundamental values of the Concept Store CARA&CO. People working together with CARA&CO move away from the conveyor belts of mass production in order to mold a fashion garment into an actual work of art. Ultimately, the distinction between art and fashion becomes virtually non- existent.

PROJECT DESCRIPTION

The founders of CARA&CO, Rosa Alpert and Alexey Oleshov, give «Carte Blanche» to 11 internationally acclaimed fashion designers to create objects that symbolize each in their own way, the synergy between art and fashion:

• a garment piece

• a wall art-object

Each designer taking part in this project is free to choose the style, the theme, the fabrics, the shape etc., under one condition – each item should be worthy to be exhibited in a museum.

Cara&Co / THE SOUND WORLD CHARITY

From the beginning, Rosa Alpert, CARA&CO's Founder and Owner, always had the plan to support and develop a charitable organization. The opening of her first CARA&CO concept store in Russia took place in April 2007, and 5 months later the charity was created. In 2009, the store started selling t-shirts with 20% of the proceeds going to into support for deaf children. 10% of all total store profits until the end of that year went to support deaf children.

Ultimately the decision to continue this support on a permanent basis was made and from that the CARA&CO charity organization, THE SOUND WORLD was born. This ambitious project, including donors from all over the world, aims to aid and support deaf children from underdeveloped countries who do not receive any help from the government.

THE SOUND WORLD charity works on two levels :

The first is based on acquiring Cochlear implants, the leader in hearing implant technology. Cochlear implants gives a deaf child the opportunity to be integrated into the hearing community and to become a fully functioning member of society. The implant itself gives the recipient the instant ability to hear, however this only guarantees 5% in successfully in treating deafness.``

The second and most important aspect of this project is targeted at post-surgery rehabilitation, which gives the child the ability to associate the sound with the image and to store it in his memory, ultimately giving him the ability to speak.

http://www.caraandco.com

Farouk CHEKOUFI