The Power of Giving: How Brands and Creators Helped Us Start Again

January 7th was a day that changed countless lives. Families watched their homes go up in flames, treasured belongings reduced to ash. The unimaginable happened to thousands across LA, and now, we are collectively rebuilding what was lost.

Our hearts go out to everyone who has lost a home, a livelihood, or—most painfully—a loved one. The devastation has been overwhelming, but so has the resilience of this community. The strength it takes to start over is immeasurable, and today, we want to acknowledge that strength.

Like so many others, my family and I found ourselves having to begin again. We lost our home, and most of our belongings—memories, everyday essentials, and the comfort of the familiar. When something like this happens, the path forward can feel uncertain, even impossible.

But amid the loss, I never lost faith in the power of community. Having worked closely with brands and creators for years, I’ve seen their dedication to connection and support firsthand. I knew many would step up, not just in words but in action—and that’s exactly what happened.

Having worked in brand partnerships and influencer marketing for over a decade across New York City, Chicago, and Los Angeles, I’ve seen firsthand how brands and creators aren’t just about selling and promoting products—they are passionate about building communities, forging relationships, and making a real impact.

So, following the fires and thinking about how I was going to restore some of what was lost as I waited on insurance and government aid, I reached out to the brands I have worn and loved for years, asking for support in helping us rebuild our wardrobe and regain a sense of normalcy.

The response was nothing short of incredible.

These brands went above and beyond, generously providing gift cards and items that allowed us to replace what we had lost:

- Good American

- CeraVe

- Vuori

- Beauty Holiday Inc.

- Alo

- Bella Canvas

- Living Spaces

To every brand that stepped up—thank you. You reminded us that support isn’t just about replacing the things we lost but about feeling seen, valued, and cared for.

I was deeply touched by the creators and influencers who used their platforms to help. Many shared the PR gifts they received, contributed financially, and leveraged their audiences to highlight critical resources for those affected. This was a powerful reminder of the real impact we can have when we come together.

Whether it was a simple repost, a donation, or a direct effort to get resources to those in need, every action made a difference. This is the kind of community we should continue to foster—one where we use our platforms, influence, and generosity to uplift those facing hardship.

The reality is that rebuilding doesn’t happen overnight. The journey ahead, for many families, will be long and challenging. If you’re a brand, an influencer, or an individual looking to help, I encourage you to continue donating, sharing resources, and supporting those most impacted.

For those still recovering: You are not alone. There are people who want to help, and together, we will continue to rebuild—stronger, more connected, and more resilient than ever.

Here is a list of resources for anyone in need of grants and loans:

- U.S. Small Business Administration

- Disaster Assistance

- LA County Cash Grant

- Check out PostFireLA.Org for more assistance

To give back to the community, check out these organizations in need:

- Los Angeles Fire Department Foundation

- CA Fire Foundation

- Best Friends Animal Society

- The American Red Cross Los Angeles Region

With gratitude,
Elizabeth Petersen