The End of Fashion, Beauty Swag as We Know It?

Fashion and beauty editors might actually be able to see their desks this holiday season. Earlier this month, a group of editors from a number of publications urged brands — via social media — to cut back on swag in a bid to be more sustainable, although they didn’t completely reject the idea of free gifts from publicists. Now, it appears that some fashion and beauty companies have heard this call or were already rethinking their policies, as opt-in gifting or charitable donations in lieu of a physical gift are becoming a growing trend. Here are eight brands, many of which have a core sustainable purpose, that are making a change for the holidays. Cariuma Instead of sending gifts to fashion editors and reporters recently, the Brazilian footwear brand has been donating trees to be planted in their name. It started doing this a few months ago and is now planning how it can expand sustainable gifting beyond planting trees. “Given the topic of conversation and the core of Cariuma centering around sustainability, we thought it only appropriate to continue that effort in something that would give back to them and our planet in a more meaningful way,” said Michelle Katz, its public relations manager. Cariuma sneakers Courtesy

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