Each September, as London begins its slow descent into autumn, the façade of Annabel’s – Mayfair’s most flamboyant private members’ club – undergoes a spectacular metamorphosis. Not merely an aesthetic indulgence, but a stirring call to action: a celebration of life, of legacy, and of the lungs of our planet.
This year marks the majestic return of ‘Annabel’s for the Amazon’, the annual campaign held in partnership with The Caring Family Foundation (TCFF), whose philanthropic mission is as expansive as the rainforest it seeks to protect. Since 2019, the Foundation has emerged as one of the UK’s most potent forces for environmental and humanitarian progress in the Brazilian Amazon. With over 3.4 million trees and seedlings planted and more than 39,000 Indigenous lives uplifted across 72 communities, their work is not just benevolent – it’s urgent. And Annabel’s is the perfect stage.
Unveiling on the 5th of September to coincide with World Amazon Day, this year’s façade – envisioned by Creative Director Tatiana Kharchylava – will evoke Earth itself, a lush and stirring ode to the rainforest’s vital role in climate equilibrium. Against the backdrop of one of London’s most opulent enclaves, this installation becomes a paradox: beauty wrapped in purpose, elegance with a conscience.
Beneath this canopy of vision and velvet lies a month of immersive happenings, culminating in the second annual Annabel’s for the Amazon Gala on 19th September. Hosted by Richard and Patricia Caring, the Foundation’s co-founders and tireless champions, the evening will blend high glamour with heartfelt urgency. A live auction led by the incomparable Simon de Pury and a performance by a yet-to-be-revealed global talent will seal the affair with a flourish. Every penny raised – a remarkable £5.2 million to date – flows directly into TCFF’s ambitious programmes.
In 2025, those programmes reach further than ever before. From Rondônia to Acre, TCFF’s reforestation and Indigenous empowerment projects are growing deep roots. This year alone, 550 families across 43 communities will be supported. The Foundation is also training 111 seed collectors – guardians of biodiversity, who safeguard the genetic future of the forest.
But perhaps the most extraordinary innovation of all is the Foundation’s new solar-powered Medical Bus, launched in March in collaboration with Brazilian partner Associação Médicos Da Floresta. This state-of-the-art, mobile clinic – equipped with a laboratory, ultrasound, electrocardiogram, and ophthalmology units – brings crucial care to remote Indigenous populations scattered across over 1 million hectares of rainforest. By the year’s end, over 38,000 people will have received vital treatment in the most isolated corners of the Amazon.
Back in Berkeley Square, art will once again provoke and inspire. From 4th September, Light into Life (Release of Oxygen) – a stainless steel sculpture by renowned British artist Marc Quinn – will occupy pride of place within Annabel’s. Based on a dramatically enlarged Phalaenopsis orchid, the piece flips the traditional garden encounter: here, the flower towers over us. Reflective and immersive, it beckons us not inward, to screens and distraction, but outward – to presence, to the moment, to nature.
Even the drinks menu receives a charitable twist. A bespoke cocktail collection created in partnership with Cincoro Tequila – the ultra-premium brand co-founded by five NBA team owners, including Michael Jordan – will donate proceeds directly to the Foundation’s cause. Launching this September in the UK, Cincoro’s entry into Annabel’s is timed with precision and purpose.
There is a quiet yet soaring grandeur to the Annabel’s for the Amazon campaign. It is not only about restoration and reforestation – though these efforts are extraordinary in scale. It is also about rebalancing power. It is about centring Indigenous wisdom, nourishing the vulnerable, and reconciling our pursuit of luxury with a responsibility to the planet.
This September, beneath the gilded ceilings and glittering chandeliers of Annabel’s, the green heart of the Amazon will beat audibly. It will echo in the clink of crystal, in the rhythm of samba, in the brush of silver against silk. And for those lucky enough to enter its emerald embrace, it will be impossible to leave unchanged.
To support The Caring Family Foundation, visit thecaringfamilyfoundation.org.
