Ethical fashion line launches in new facebook game

A shot of just some of the items available to buy from the EG label in Fashion Week Live

Online Fashion Game Enables Players to “help grant wishes to children with life-threatening medical conditions” by playing Fashion Week Live 

 LONDON, UK – 26 JULY 2012 – Ethical Goods, a pioneering company that creates mutually beneficial partnership between charities and companies, has released its first ever ethical fashion label. The EG label will be seen in a new online game called Fashion Week Live which is the first interactive social network experience to authentically represent the fashion industry. The new ethical label will stand alongside some of the world’s biggest fashion labels.

Ethical Goods, 505 Games, a global publisher of video games, Funcom, a world- leading independent developer and publisher of online games, and IMG Worldwide (IMG), the global sports, fashion and media company, have launched the unique game and opened it to players world-wide.

Ethical Goods has masterminded an innovative alliance with the world’s largest wish-granting organization, Make-A-Wish® as the exclusive charity in Fashion Week Live. As part of the association, players of Fashion Week Live will be able to buy virtually branded fashion items through the Ethical Goods label as a way to donate through play. 56% of the purchase price of each item sold will go directly to benefit Make-A-Wish.

As part of the Fashion Week Live gameplay narrative, players will take part in in-game tasks and opportunities which are based on and reflect the global mission of Make-A-Wish: to grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy.

The Ethical Goods range within the game presents players with a range of ethical, on-trend fashion items alongside the biggest fashion collections in the industry – for the benefit of Make-A-Wish. By avidly playing the game, as well as having fun, players can help to grant wishes to children all over the world.

“Wish kids around the world have fashion-related wishes – from a wish to be a model, fashion designer, or to have a gown – the fashion world is certainly a platform for those wish experiences,” says Stacey Harris, Vice President, Corporate Alliances, and Make-A-Wish International. “Fashion Week Live is a great opportunity to bring the millions of fashion fans out there closer to our mission.”

The launch of Fashion Week Live and the Ethical Goods range to the benefit of Make-A-Wish is a great way to celebrate and support the charity’s life-changing work through life-changing play.

“Ethical Goods is proud to be the first guaranteed ethical, virtual fashion label. Our inclusion in the game shows that ethical fashion is not just about an alternative fashion world, but about designing a collection that uses the best materials and design statements and educating the consumer about how these products will help people and the planet. On top of that, we have a life-changing alliance with Make-A-Wish. It’s life-changing because players of Fashion Week Live will help to grant the wishes of children with life-threatening medical conditions around the world every time they choose from our great range of clothing.” says Duncan Parker, Managing Director of Ethical Goods.

“We are proud to bring a charitable angle to Fashion Week Live. The Make-A-Wish mission impacts children, families and communities across the globe. To be able to further that impact through Fashion Week Live, is an incredibly exciting opportunity and we are happy to be aligning with the Ethical Goods brand to help grant wishes. This alliance brings charity and ethical fashion together with the most respected global gaming and fashion institutions,” said Tim Woodley, Head of Global Brand, 505 Games.

Fashion Week Live challenges players to forge a career for themselves within the fashion world where they can rise in the ranks and interact with top designers, models and make-up artists. Start playing Fashion Week Live via


About Ethical Goods

Ethical Goods is a pioneering company that create partnerships between companies and relevant charities to mutual benefit by bringing to market ethically made, sourced and sold products and services making a world of difference to people and planet. To find out more about our partnerships and products visit


About Make-A-Wish International

Make-A-Wish® grants the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. The impact of a wish experience spans a lifetime; strengthening children as they fight their illness, encouraging their families and inspiring their communities. Based in Phoenix, Arizona, USA, Make-A-Wish is one of the world’s leading children’s charities, serving children in nearly 50 countries on five continents. With the help of generous donors and more than 30,000 volunteers worldwide, Make-A-Wish has granted nearly 300,000 wishes since its inception in 1980. Visit Make-A-Wish International at and on Facebook to learn more.


About 505 Games

505 Games is a global video game publisher focused on offering a broad selection of titles for players of all ages and levels.  The company publishes games on all leading console and handheld platforms as well as for mobile devices and social networks.  Product highlights include Zumba® Fitness, the Cooking Mama World Series, Rugby World Cup 2011, Naughty Bear and IL2 Sturmovik: Birds of Prey.


505 Games is headquartered in Milton Keynes, UK with offices in Los Angeles, Lyon, Munich, Milan and Madrid and a network of distribution partners within the Nordic territories and Australia.  For more information on 505 Games and its products please visit


About Funcom

Funcom is an independent developer and publisher of online games for PC and consoles. Funcom has provided outstanding entertainment since 1993 and continues to expand its track record of more than twenty released games. Recent titles include Age of Conan: Hyborian Adventures, The Longest Journey, Anarchy Online and Dreamfall: The Longest Journey, and the upcoming The Secret World.

For more information, visit

About IMG

IMG Worldwide is a global sports, entertainment and media business, with nearly 3,000 employees operating in 30 countries around the globe. IMG’s areas of expertise are diverse and wide ranging:  IMG College; IMG’s Joint Ventures in China, Brazil and India; IMG Media; IMG Events and Federations; IMG Fashion; IMG Models; IMG Art+Commerce; IMG Clients; IMG Academies; IMG Consulting and IMG Licensing. The Fashion Week Live game concept was co-created by Noel Gordon. More information is available at


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Rebecca Moorcroft at or on +44 (0)20 7702 6066


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