Natalia Vodianova is one of the founders of Elbi.

H&M teams with Natalia Vodianova’s charity app Elbi

H&M Club joins forces with Elbi, an app where double-tapping can lead to real change. Read on to find out how you can help H&M help others.
April 12, 2017

Elbi could be described as an umbrella organisation for a wide range of charity organisations, and it uses new and innovative ways to connect people to different causes. Every day three new causes – or stories – are added to the app’s front page, and members in the Elbi community can decide if and in what way they want to get engaged.

Russian supermodel Natalia Vodianova, who’s the face of H&M’s Conscious Exclusive collection, is one of the charity’s founders and has devoted a big part of her life to philanthropy. 

“We tell three stories every day, 365 days of the year. One of our stories was about a little boy Lewis, who has Batten’s disease, which means he is paralysed and can only communicate with his eyes. For his birthday, we asked the Elbi community to draw him a birthday card. We received 500 cards and delivered them all to Lewis. He started to cry and it was a very sweet moment. We also raised money for the charity that supports him.”

“The way we fundraise with Elbi is not by just donating money. For example, people go on Elbi and see others who have done birthday cards for Lewis, and they love the other cards because they find them funny or sweet or beautiful. We harness the behaviour of liking [turning them into Love Coins that can be spent across the Elbi platform]. The idea is that if you can turn billions of “likes” all over the web – even 1% – into real, tangible impact, then Elbi would have created a huge, huge impact every day.”

This month, H&M Club launches a collaboration with Elbi that supports stories from non-profit organisation WaterAid. Club members who’ve collected 100 points or more can convert their points into LovePoints that they can use to purchase items in the Elbi LoveShop. For every Club member that redeems this reward, H&M will donate 100 euro to Elbi and WaterAid.


Log on to H&M Club to redeem the reward.