by Stephen Garner

Bloomingdale’s has launched a new campaign created by director and producer Allen Hughes benefitting When We All Vote, a non-profit, non-partisan organization aiming to increase participation in every election, and close the race and age voting gap.

In partnership with Warner Media, the campaign centers around a limited-edition face mask created by Hughes, which is now available exclusively on for pre-order, and in Bloomingdale’s stores in the following weeks, with proceeds from every sale benefitting When We All Vote.

“Bloomingdale’s is thrilled to partner with Allen Hughes and When We All Vote to advance the organization’s mission of increasing voter participation during this election year and every year,” said Frank Berman, executive vice president and chief marketing officer at Bloomingdale’s. “Through our VOTE campaign, with the support of Allen Hughes, Warner Media, and When We All Vote, we seek to utilize our collective platforms to empower Americans of all ages and backgrounds to use their voices at the polls.”

“This is clearly an existential election year, and it’s critical that every eligible voter in every community engage in this election,” added Hughes. “The very soul of our nation is on the ballot November 3, 2020.”

The face masks, designed by Hughes exclusively for the campaign, relay a simple and impactful message with “VOTE” printed in white on the front of the black mask. Each pack comes with two face masks, and retails for $18, with $10 from each purchase going to When We All Vote.

All stores nationwide will feature interactive visual displays with QR codes that drive shoppers to When We All Vote’s website, a one-stop-shop for registering to vote, requesting a vote by mail ballot, and more. Bloomingdale’s will also mobilize its employees nationwide to increase voter participation through a series of internal projects. This campaign is a continuation of the partnership between Warner Media and Bloomingdale’s, following their 2017 campaign to support The Defiant Ones, an HBO documentary by Hughes.