How did Maria Sharapova, Norman Reedus, Diane Kruger and others help Medecins Sans Frontieres get US$100,000?

Buenos Aires-born art director and fashion consultant Sofia Sanchez de Betak, who launched Chufy, her travel-inspired fashion brand in 2017, decided to host a silent auction to raise funds for Medecins Sans Frontieres after weeks of feeling helpless and despondent. “The first three weeks [of the coronavirus outbreak] were quite hard,” Sanchez de Betak recounts. “We were scared, tired, overwhelmed. Everything was looking dark and depressing to me, but I soon realised that I had to get out of that passive mode and react. I had health on my side, food, and resources, so I decided to get to work and help people who don’t have my luck.”

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Sanchez de Betak began texting her friends from all over the globe asking them to donate. The response was immediate and positive. Given Sanchez de Betak’s roots in art, fashion and celebrity, the diverse lots ran from Maria Sharapova’s personal tennis racket signed by the sports champion herself, which sold for US$3,300 to a unique signed sketch by Alber Elbaz. There is a Byredo blueprint bag courtesy of Byredo founder Ben Gorham and a Norman Reedus self-portrait courtesy of the actor and his partner Diane Kruger. Sanchez de Betak herself donated her MET 2019 red carpet dress designed by Mango.

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What was unique about the auction, however, were the experiences that Sanchez de Betak curated – many of which saw the highest bids. These experiences were offered as a light at the end of the post quarantine tunnel, and included a private tour of Polo player Nacho Figueras’ stables (which sold for US$2,800) and a custom mural painting by Andre Saraiva created live in the home of the bidder, which went for US$3,700. Sold for the highest amount at US$5,000, renowned chef Yann Nury will cook an intimate dinner for eight guests. Coming in as the second highest bid at US$4,850, Simon Porte Jacquemus offered a front-row ticket to the Jacquemus spring/summer 2021 catwalk. Anybody looking to rave in New York City after the pandemic can still do so in somewhat socially distanced circumstances thanks to a private DJ set by The Misshapes at his or her chosen private party. Designer Peter Dundas gave a private personal styling session and an invitation to one of his private parties which sold for US$3,000.

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For those looking to use quarantine as a chance for improvement, Sanchez de Betak invited fashion media personality Leandra Medine to offer a digital session to chat, share a coffee or a professional consulting meeting with the winning bidder. Ever positive, Sanchez de Betak said: “I think more than challenges, there are opportunities, a push to see things differently and a reminder of how much people value experiences and someone’s time. Right now, a meeting with a fashion mastermind who can help you with your business and guide you is invaluable. Like everyone who is using Zoom on a daily basis, I realise that I can actually be efficient, even though I miss that special human contact. We are quite lucky to be navigating this crisis with the internet.” Sanchez de Betak also asked Parisian multi-brand boutique Colette founder Sarah Andelman to offer her time for a virtual business consultation. Andelman’s session sold for US$2,300.

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The auction raised US$100,000 in the span of one week, a testament to Sanchez de Betak’s conviction that as long as there is opportunity and occasion, people are more than willing to help – be they bidders or those who offered their time, objects or services. The virtual meetings with Sarah Andelman and Leandra Medine have already been scheduled and all face to face meetings will occur once quarantine is lifted.

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