lavazza-tierra

Cavalli, Etro, Marni, Missoni, Moschino and Versace – six Italian fashion designers of international standing work with Lavazza, Italy’s leading Italian espresso-coffee exporter, to turn an ambitious sustainable development project into as many limited-editions.


In 2002, Lavazza launched ¡TIERRA!, a project centred on the three coffee-producing zones of Honduras, Colombia and Peru with the aim not only of introducing sustainable farming processes but also improving living standards by means of education, microcredit and training.In 2004, the Lavazza ¡TIERRA! blend was created and certified by the Rainforest Alliance NGO and extension of the project to Brazil, India and Tanzania encouraged. Communicated from the very first with stunning pictures by Steve McCurry, a photographer famous for his work with National Geographic, the project has now embraced a creative contribution from the Italian fashion sector. Six star fashion designers of the calibre of Cavalli, Etro, Marni, Missoni, Moschino and Donatella Versace have custom-designed the Lavazza ¡TIERRA! packaging in a limited edition that comes with a fabric shopper. Part of the proceeds will be donated to Fashion4Development, an NGO working for female independence and self-assertion through fashion projects.