Annabel’s For The Amazon Is Back For 2023

By Olivia Emily

10 months ago

And there’s a new facade to snap a picture of, too

Today, to celebrate Amazon Day and the International Day of Indigenous Women, Annabel’s has unveiled its annual thought-provoking façade in Berkeley Square, drawing attention to the deforestation crisis. On display throughout September, here’s exactly why the popular member’s club is drawing attention to the Amazon.

Annabel’s For The Amazon Is Back For 2023

Annabel's for the Amazon 2023

Now for the fourth year running, Annabel’s has launched its leafy rainforest façade with The Caring Family Foundation (TCFF) to draw attention to the devastating impact of the deforestation crisis, reminding viewers that we all have a role to play in safeguarding the planet.

TCFF funds initiatives that not only preserve the environment but also provides a better future for families, implements supply chains to encourage the use of the community’s products, and increase the income for indigenous families. Funds raised this year will progress the impact of the campaign even further, expanding its efforts to two more indigenous communities.

To date, the TCFF has successfully planted 1.75 million trees and seedlings in the Amazon, and is on track to hit 2 million by March 2024, making the TCFF the largest UK donor to reforestation efforts in the Brazilian Amazon. The month-long Annabel’s For The Amazon campaign coincides with the UN’s Sustainable Development Goals Summit, which will take place in New York on 18 and 19 September, drawing political leaders from across the globe to discuss the 2030 Sustainable Agenda.

‘Annabel’s for the Amazon was established four years ago and set out to raise awareness and funds for the crisis happening in the Amazon,’ says Patricia Caring, Co-Founder of TCFF and Chairwoman of Annabel’s. ‘We think about the Amazon for the trees, but there is so much more that is affected by deforestation. Families strive to survive amongst the challenges, mothers need to feed their children and communities are at the risk of extinction. Our work on the ground directly supports the livelihoods of the indigenous people in the Acre region who choose the species of trees planted by The Caring Family Foundation. It means they are able to grow, produce and generate income for their families, thereby giving them a chance to thrive.

‘Communities do their best to stand strong, but they need our support and protection,’ says Patricia Caring. ‘Together with the indigenous people, we can make a difference. They are the guardians of the Amazon rainforest, and we cannot forget that a healthier rainforest regulates our global climate and preserves biodiversity beyond Brazil. What happens in the Amazon has an impact on our world, but without the indigenous communities it’s hard for us to start thinking about hope for climate change, so that’s why The Caring Family Foundation and I stand for Brazil and for us all.’

Annabel's for the Amazon 2023 Facade Night

And it’s not just the facade: a programme of events held at Annabel’s throughout September will assist in raising awareness and money for this worthy cause. On 21 September, the annual Annabel’s For The Amazon event will be headlined by multi-award-winning singer Seal and internationally acclaimed house group WhoMadeWho for an evening celebrating Brazil and highlighting the work of The Caring Family Foundation. Guests can expect a dedicated cocktail menu developed with The Lost Explorer Mezcal, with each cocktail sold planting two trees, and all profits from menu sales going to the TCFF.

Another highlight on the calendar is two climate leaders and voices for indigenous communities, Sônia Guajajara and Txai Suruí, shining a light on the deforestation-caused issues facing indigenous people at a talk on 25 September. Plus, the prestigious artwork Winds of Yawanawa, from Richard and Patricia Caring’s private collection, will be on display throughout the campaign, a powerful artwork acting as a visual reminder of the fundamental ecosystem the TCFF is striving to protect.

‘This collaboration has successfully implemented a forest restoration program, focusing on agro-extractivist land, farmer families, residents of protected areas, and agrarian reform project beneficiaries,’ says Miguel Scarcello, Co-founder and President of SOS Amazônia. ‘The program plays a pivotal role in environmental conservation in Acre, combining the recovery of degraded areas for income generation and food security, along with targeted reforestation efforts to ensure water supply for families and contribute to the region’s crucial river basins.

‘Joining forces once again with The Caring Family Foundation, we are determined to continue our mission at SOS Amazônia, working towards a socially and environmentally equitable and safer future,’ says Scarcello. ‘Through these efforts, we strive to deliver significant local benefits while demonstrating to the world that humanity can overcome the current crisis we face.’


Throughout September 2023


Annabel’s, 46 Berkeley Square, London W1J 5AT