The 1990s were a glorious time for culture, bringing peace, the internet, and David Fincher’s Fight Club into the world. But it was also a time when AIDS still caused fear and devastation. The fashion industry felt the impact of the disease especially hard. The industry’s response was Seventh on Sale.

In 1990, Vogue magazine partnered with the Council of Fashion Designers of America (CFDA) to create Seventh on Sale — a fundraiser supporting AIDS-related research and aid organizations.

In November 1990, major designers and fashion houses gathered on Seventh Avenue in New York City for a four-day fashion event. American giants like Ralph Lauren, Calvin Klein, and Donna Karan, along with European houses such as Chanel and Versace, donated clothing and accessories to the fundraiser. These donations were sold at booths or auctions, with all proceeds going toward the cause. It was high-end fashion at low-end prices.

What made the event especially unique was the presence of the fashion elite. Shoppers could be served by Ralph himself at the Ralph Lauren booth or by Anna Wintour at Vogue’s stand, where insiders sold pieces from their own wardrobes.

The event raised millions of dollars and brought significant attention to HIV/AIDS. It demonstrated how the fashion industry and political activism can be combined effectively. Several follow-up events have been held since. As Donna Karan told Vogue:
“Seventh on Sale dressed and addressed what was happening in the world.”