December 20, 2017

Let’s talk about it. Period.

Periods. A topic that Elbi co-founder Natalia Vodianova is setting out to smash taboos around. In partnership with Flo, a leading women’s health platform and app, the supermodel is debuting a new weekly video series, “Let’s Talk About It. Period.” that features candid Q&A’s with celebrity friends Emily Ratajkowski, Soo Joo Park, and InStyle editor-in-chief Laura Brown about their time of the month.

By bringing humor to the conversation, Vodianova aims to free the dialogue that surrounds female wellness and sexuality, while also inspiring women to take control of their health. "I hope that very soon we will have different attitudes towards this [topic],” said Vodianova, of the project that is also supported by the UNFPA.

“[If we can all] laugh about the fact that you stained your white perfect pants, that’s when something will click in everyone else's minds. And they’ll say it’s normal.”

The first video, which launched on 11 December on the Flo platform, features a frank sit-down with Vodianova and Victoria’s Secret Angel Alexina Graham, where they discuss topics like powering through painful cramps on set and the stigma that still surrounds menstruation. “I think it’s ridiculous how people don’t talk about it,” said Graham. “It’s still such a taboo thing, but it happens to every woman. People do get uncomfortable a lot—like too much information—but I talk about it all the time. I think it’s important."

Watch a sneak peak of Vodianova’s interview with Graham below. To see the full video, go to to download the Flo app.

December 9, 2017

Tamadog AR app supporting real life dogs, powered by Elbi.

Named one of Apple’s 2017 App’s of the year, Tamadog uses augmented reality to support a better reality.

Tamadog brings back the Tamagochi technology adding a meaningful purpose to it. Tamadog is more than an app and a game. It’s a project that aims to build positive behavior through play. With a particular focus on a new generation, Tamadog allows children to learn animal care through the immersive experience of augmented reality.

Feeding, walking, playing with and cuddling a virtual pet helps to foster a sense of responsibility, in an exciting and engaging way.  Users can also see the consequences of animal neglect, a dog will be taken to the shelter after 3 days. Finally users can buy treats for their pet which helps users to responsibly manage their own money.

Tamadog is one of Elbi’s strategic partners and donates 50% of the profit from in-app purchases to charities supporting dogs. Tamadog’s users receive real pictures of dogs they are supporting in shelters and can concretely see the impact of their action and feel the strong bond between virtuality and reality. Play is the most effective way to teach children a fundamental lesson: doing good can be fun.

December 8, 2017

The LoveShop is being renovated!

The LoveShop has some exciting new updates coming in December to our new app. The LoveShop will still feature hand picked items from your favourite brands but we have a few new features that will be launching very soon.

For a brief time whilst we implement these changes the LoveShop will only be available within the iOS App, so head over and carry on rewarding yourself for doing good.

Check back soon for the brand new and improved Elbi LoveShop.

December 1, 2017

BOF community honour Elbi Co-Founder Natalia Vodianova for philanthropic work with Global VOICES award

Elbi co-founder Natalia Vodianova received the Business of Fashion’s GLOBAL VOICES Award for her impact to global philanthropy. Presented by Porter editor-in-chief Lucy Yeomans, Natalia Vodianova’s tireless dedication to philanthropic causes was celebrated by an impassioned Yeomans “it has been so inspiring for me to watch Natalia evolve both as a woman and as a philanthropist over the past eight years.” The fashion community celebrated the Elbi co-founder with a Russian themed closing ceremony where the event was transformed into a rustic wonderland decorated with hand-painted matryoshka, Byzantine-style screens and paintings as well as a performance from world-renowned Ukrainian ballet dancer Sergei Polunin in Vodianova’s honour.

You can read more about Elbi co-founder Natalia Vodianova’s incredible story from her hometown Nizhny Novgorod to modelling in Paris to global philanthropist and her life-changing work in Russia. Read the full BOF article by Osman Ahmed here.

From right to left: Winnie Harlow, Nick Brown, Derek Blasberg, Dynamo, Patrick Finnegan and Natalia Vodianova

November 30, 2017

Behind the scenes at BOF’s Global Voices Conference

VOICES is a completely different kind of fashion industry gathering. The Business of Fashion presents VOICES as an annual invitation-only event bringing together the movers, shakers and trailblazers of the fashion industry and uniting them with the big thinkers, entrepreneurs and inspiring people who are shaping the wider world.

Natalia Vodianova joined Tim Blanks on stage to share her vision for Elbi, her motivations for co-founding Elbi and her mission to democratise philanthropy. Watch the inspiring interview below which has been viewed more than 450,000 times.

You can also read more about the event in BOF team’s round up.

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