4.6% of the sale price of the product goes directly to the Amy Winehouse Foundation. ‘Frank Amy’ is a part of a two-step partnership with the limited box being launching now as well a full-size collection debuting in 2022. It’s all about support, collaboration with other organisations and sharing lived experiences that can empower youth. The organisation strives to build young people’s self-esteem and resilience through music therapy, recovery programmes and housing for young women. It’s one of the UK’s most prominent charities that helps thousands of children and teenagers to find their place in society alike to how Amy sought to find hers as she navigated the illusive world of fame. To truly reflect Amy’s upfront attitude and her indelible influence on pop culture as someone who touched the hearts of so many around the globe, the beauty brand has joined forces with Amy Winehouse Foundation. Though a wonderful celebration of Amy Winehouse’s iconic look and legacy, creatives at Illamasqua know that it’s only a surface-level homage.
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