VivaDressUp Partners With, JPMA and K.I.D.S. to Raise Money, Awareness

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Fundraising platform gives expecting and new moms a place to buy, donate and consign high-quality maternity wear.

VivaDressUp (, a philanthropic fashion company, today announces the arrival of maternity wear to its e-commerce platform for social change. New and expecting moms can use the site to buy, donate and consign maternity apparel grouped into themed flash sales that benefit charitable causes.

The first VivaDressUp Maternity Sale, is live today starting at noon PST.

Coinciding with the maternity-wear launch, VivaDressUp announces a new section of its VivaLife online community devoted to moms. This information hub will house editorial content produced in association with new nonprofit partners, the Juvenile Products Manufacturers Association (JPMA) and Kids in Distressed Situations (K.I.D.S.).

“We are thrilled that VivaDressUp is committed to being more than just a resource for buying and selling gently-worn maternity clothes by helping raise awareness about children’s safety in and around cars,” said Janette Fennell, founder of “Expecting moms will be even more prepared to prevent tragedies that affect thousands of families every week.”

Building on its initial focus on party dresses for young women in high school and college, VivaDressUp’s move into the maternity category furthers the company’s mission to refashion philanthropy by offering nonprofits, community organizations and individuals a new way to raise funds for charitable causes.

“The Juvenile Products Manufacturers Association has been recognized as an organization dedicated to enhancing children’s product safety,” said JPMA Executive Director Michael Dwyer. “We’re looking forward to partnering with VivaDressUp and providing parents access to information about the safe selection and use of juvenile products at the earliest stage.”

“Just like special occasion dresses, maternity clothes are there during a really memorable time in women’s lives,” said Layne Gray, VivaDressUp founder. “By adding apparel for expecting moms, we’re giving women a place to discover high-quality maternity wear at affordable prices. Even better, we’re introducing a new way to pass it on when they’re done while supporting truly amazing causes like our newly announced partner organizations focused on child safety.”

Today’s online sale features clothing for the busy pregnant woman’s lifestyle ranging from casual weekend wear to office-appropriate looks and formal dresses. With an emphasis on multi-season garments that can be worn throughout a woman’s pregnancy, with prices range from $20 to $80, and include brands such as BCBG, DKNY, French Connection and Anne Klein.

Mother’s groups interested in raising money by conducting Dress Drives receive 60 percent of all proceeds for the charity of their choice. Individuals who consign maternity dresses on VivaDressUp receive 50 percent of the proceeds, while another 10% benefits KidsAndCars and K.I.D.S., chosen by VivaDressUp for their unique focus on child safety. A minimum of 10 percent of purchase proceeds go directly to charities that improve the lives of children.

Each dress drive organizer receives a free kit with donor tax forms, tags and a step-by-step guide. Through VivaDressUp’s Beta program, more than 40 dress drives are in process or planned by universities such as Cornell, publicly traded companies including Electronic Arts, and organizations such as Junior Leagues and sororities including Delta Gamma.

VivaDressUp partners and supporters also include Procter & Gamble’s feminine products division (including the Always and Tampax brands), Newell Rubbermaid’s Goody brand, Sephora, EVA-NYC and designers Tracy Reese, and Elle MacPherson Intimates. Donations have also come in from celebrities, including Katy Perry, Kristen Bell and Colbie Caillat.


VivaDressUp: VivaDressUp allows anyone to donate or purchase new and gently worn apparel. A game-changer for charitable fundraising, the platform offers nonprofit organizations a new way to raise money. Designed to address common hurdles and roadblocks in traditional fundraising, VivaDressUp gives charitable groups tools to raise money without the hassle or risk of organizing a fundraising event. Additionally, the platform makes it possible to fundraise without upfront expenses or significant volunteer efforts. That volunteer groups need not ask any donor for money makes it appealing for charitable organizations of all kinds, from performing arts auxiliaries to parent-teacher associations. (KAC) is a nonprofit child safety organization dedicated to preventing injuries and death to children in or around motor vehicles. KAC has been pioneering a prevention movement since 1996 by promoting awareness among parents, caregivers, legislators and the public at-large about the dangers inherent to children when in or around motor vehicles. was the first and only organization to not only recognize the dangers, but also to begin collecting data and bring national attention to these preventable tragedies.

The Juvenile Products Manufacturers Association: JPMA is a national trade organization representing 95 percent of the prenatal to preschool industry. JPMA has been recognized as an organization dedicated to enhancing children’s product safety. JPMA’s extensive history of leadership in juvenile product safety includes the development of a comprehensive Certification Program to help guide parents and caregivers toward purchasing juvenile products that are built with safety in mind. JPMA continues to work with government officials, consumer groups, and industry leaders on programs to educate consumers on the safe selection and use of juvenile products.

Kids In Distressed Situations: K.I.D.S. makes a huge difference in the lives of millions of needy children all over the world. K.I.D.S. provides new clothes, new shoes, new toys, new baby items and new books to families. When a parent loses a job, a rent payment is missed, or medical bills ravage an already tenuous family budget, hundreds of thousands of families face living in homeless shelters, often far from friends and support. The donation of new products fills a critical need and helps homeless shelters direct limited resources to other services they provide. In 2012 K.I.D.S. distributed $112 million worth of brand-new goods around the world. That merchandise made a difference in the lives of 5.2 million children.

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