By Jennifer Cortez

Photography courtesy of Trey Badami and Laila Bahman/BFAnyc.com

On Sept.17, guests celebrated the opening of the Cotton On Foundation + Global Citizen pop-up store at Free & The Brave in New York. This event was in support of the mission to end extreme poverty, held adjacent to The Paramount Hotel.

Cotton On Foundation + Global Citizen pop-up store and T-shirts.

The CEO of The Global Poverty Project announced the launch of their largest campaign to-date, the Zero Poverty 2030, which aims to activate citizens around the world to call on world leaders to continue the efforts to end extreme poverty by 2030.

Erin Heatherton, Victoria’s Secret model and a host of this year’s Global Citizen Festival also talked about her commitment to the charitable cause.

The store was timed to open in advance of the Global Citizen Festival. Shoppers had the opportunity to learn about the issues surrounding extreme poverty, and their chance to win tickets to this year’s Global Citizen Festival.

On Sept.28, this free concert took place in Central Park, with performances by Stevie Wonder, Kings of Leon, Alicia Keys and John Mayer, offering shoppers Cotton On’s latest line, including limited edition Global Citizen T-shirts designed by celebrity supporters of the cause. At last year’s festival, 60,000 people joined musicians – including Neil Young, Foo Fighters and The Black Keys – along with celebrities, leading NGO partners, dignitaries and philanthropists to lend their voice in the fight to end extreme poverty. The official after party was hosted by RFR and LDV Hospitality. The two-story lobby of The Paramount Hotel was transformed into aparty space, where guests danced the night away. The night included music performances, DJ sets, a light show and a VIP lounge on the mezzanine level.

Cotton On Foundation + Global Citizen pop-up store at Free & The Brave will run through Oct.16. Additional programming and celebrity appearances will be announced throughout the opening.

One of the displays at the pop-up shop.