Since 2019, the legendary London private members’ club Annabel’s, in partnership with The Caring Family Foundation (TCFF), has transformed its opulent Mayfair setting into a stage for environmental and humanitarian activism. Their annual Annabel’s for the Amazon campaign blends glamour with purpose, mobilising funds, art and attention to safeguard the Brazilian Amazon – and uplift the lives of its indigenous communities.
This September marks the latest chapter. Launching on World Amazon Day (5th September), Annabel’s unveils a breathtaking façade – designed by Tatiana Kharchylava – portraying Earth itself in a vivid tribute to trees’ essential role in climate balance. Guests will encounter Marc Quinn’s dramatic sculpture Light into Life (Release of Oxygen), offering a surreal encounter between art and environment.
The Puyanawa Indigenous community in the Amazon. Photo: Erico Hiller.
The campaign unfolds across a series of immersive events, culminating in the second annual gala on 19 September, hosted by TCFF’s co-founders, Richard and Patricia Caring. A live auction led by Simon de Pury and a surprise guest performance add sparkle to this fundraiser, which has raised a remarkable £5.2 million to date, all directed to TCFF’s Amazon initiatives.
TCFF’s impact in 2025 is both deep and diverse: over 3.4 million trees and seedlings planted, support provided to 39,000 Indigenous people across 72 communities, and aid reaching 550 families in 43 communities through training of 111 local seed collectors. A pioneering solar-powered Medical Bus, launched in March in collaboration with Associação Médicos da Floresta, is already delivering vital care – lab diagnostics, ultrasound, ophthalmology and ECG – to over 38,000 people across one million hectares.
The Solar-powered Medical Bus in the Amazon. Photo: Erico Hiller
This campaign is more than celebrity appeal and artistry; it is about empowering rainforest communities, preserving biodiversity, and bridging luxury with responsibility. As summer wanes and the green heart of the Amazon pulses beneath Annabel’s gilded interiors, the message is clear: reforestation and restoration require both wealth and will.
You can support The Caring Family Foundation’s work and see the 2024 Impact Report, HERE.
Author: Julia Pasarón
Lead image: restoration in Rondônia, with The Caring Family Foundation and Ecoporé. Photo: Daniel Eduardo.
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