April 17, 2020 - Today, every day we witness a real feat of doctors saving lives, regular donors who donate blood in a far from easy situation, volunteers who support those who need help. LG, the first partner of the FMBA of Russia and the Blood Service among the business community, would like to sincerely thank donors for eleven years together in this noble movement and 103 donor days, the last of which took place almost at the end of February. Together with the world famous Russian clothing designer, honored artist of the Russian Federation, Igor Chapurin, in gratitude to the medical community and donors, LG Electronics creates the # DNAKind project or the LGXCHAPURIN collaboration. The volunteer company and the maestro are ashamed to create T-shirts,which in 2020 will receive the donors of all good LG shares. A distinctive feature of the design is not only a beating heart, but, most importantly, a fingerprint. As conceived by the authors, the imprint becomes a symbol of goodness and hope, and bears the DNA of the very collective donor who saves lives, doing it for free and leading. As Igor noted: "This is a trace of goodness that a person brings to the life and health of other people."
The idea behind this print is deeply symbolic. Initially, the image with a fingerprint was a distinctive feature of Igor Chapurin's summer collection, being not just a "pea", but carrying the very DNA of the CHAPURIN brand - the personal contribution of the entire team to the creation of new fashionable clothing models, that is, the imprint of the team's employees and Igor himself, whose the imprint was accompanied by a signature.
Within the framework of the unique project #DNAkindness, Igor's imprint, who himself repeatedly donated blood, acquired even deeper meaning, becoming a reflection of the very essence of donation - the indifference of people who are regular donors and play a very important role in the lives of the people they save, although, of course, the recipient does not know his savior. LG and Igor Chapurin are convinced that the creation of this iconic T-shirt is also the gratitude of the recipients to the donors, the nameless people who saved them. As a result of the collaboration, it became clear that the project needs a very wide involvement and unification of friends and brand ambassadors in order to convey the invaluable mission of donation to a wide audience.
In creating this project, LG also thought about uniting generations, all those who can sincerely tell their story. That is why very young bloggers and already established friends of the brand in the field of art and culture, people whose names are associated with very great achievements in creativity and business, will become ambassadors of donation and volunteers in the network. These are Stefania and Dmitry Malikov, Liza Arzamasova, Elizaveta Peskova, TV presenter and founder of the PR TREND agency Ekaterina Odintsova with her daughter Dina Nemtsova, TV presenter Yulia Baranovskaya and her son Artem Arshavin, TV presenter Olga Orlova, TV presenter Alesya Shikun, designers Alisa Tolkacheva portal about the stars PEOPLETALK Laura Dzhugelia, stylist Daria Trofimova and many young bloggers like Sasha Novikov, Arina Danilova, Anfisa Vistinghausen, Vasylya, Masha Elvis,Gesha, Miron Borisov, Maxim Epifanov *.
According to the designer Igor Chapurin: “If you can help a person, you must do it. Even strangers are connected, and donation is a great example of this: you are sincerely helping a person you don't even seem to know. The #DNAGood we have created is an expression of our own, sincere position. By joining this project, becoming a blood donor, everyone will leave an imprint on the fate of another person."
“We live in a difficult time. But what remains unchanged is sincere concern and help to others. Our collaboration with Igor Chapurin is a gratitude to those who have already left their unique imprint of goodness and shared their warmth. Indeed, in giving, we get so much in return,”commented Il Hwang Lee, President of LG Electronics in Russia and the CIS.