Celebrities frock to a good cause

The Westfield Giveability store is a temporary pop-up outlet launched at Westfield Doncaster that stocked second-hand fashions and accessories donated by celebrities and fashion brands. Its purpose was to raise money for children living with cerebral palsy and to coincide with National Cerebral Palsy Awareness Week.

A wide range of celebrities and public figures were mobilised by the Westfield Giveability Program, including actors Miranda Otto, Rose Byrne, Anthony LaPaglia and Naomi Watts; DJ Ruby Rose; soccer star Harry Kewell; and designers and fashion figures such as Yeojin Bae, Leona Edmiston, Sarah‑Jane Clarke and Heidi Middleton of Sass & Bide, Dan Single of Ksubi, Bettina Liano and Wayne Cooper.

The Westfield Giveability pop-up stores operated in Melbourne and Sydney, with the Westfield Doncaster outlet described as a temporary store that stayed open until Sunday ahead of National Cerebral Palsy Awareness Week.

The Giveability store sold second-hand fashions and accessories donated by celebrities and fashion brands. In addition, a collection of five exclusive pieces was sold online, including a ring worn by Drew Barrymore, a signed Kylie Minogue crew T‑shirt, Naomi Watts’s vanity case, and Olympic gold medallist Torah Bright’s snowboarding outfit and board.

Besides donating fashion and accessories, celebrities were also mobilised to work shifts in the temporary pop-up stores, helping operate the Giveability outlets in Melbourne and Sydney.

Proceeds from the Giveability store were raised to support children living with cerebral palsy, with the initiative timed to take place ahead of National Cerebral Palsy Awareness Week.

Everyday investors can see programs like Westfield Giveability as examples of corporate community engagement and cause marketing that can boost brand visibility, draw foot traffic to shopping centres, and build customer goodwill—factors that can influence retail landlord and mall operator reputations over time.

Yes. The Giveability campaign included five exclusive online pieces with collectible appeal, such as a ring worn by Drew Barrymore, a signed Kylie Minogue crew T‑shirt, Naomi Watts’s vanity case, and Torah Bright’s snowboarding outfit and board.