Top model, photographer and Oxfam Ambassador Helena Christensen has just presented a new Hello Kitty T-shirt which she has designed for Coin as part of a series of initiatives the Italian department store chain has undertaken in support of Oxfam Italia, the Italian division of the not-for-profit international association that defends women's rights and supports the bettering of their poverty conditions worldwide (also check our previous coverage here).

Christensen designed the new T-shirt in collaboration with Coin, Sanrio and Swarovski Elements. The T-shirt will be available in limited edition exclusively in Coin stores from 11 September and will retail for €29.90.

The Coin initiative began with the partnership between Oxfam Italia, as part of Women's Circle for Change. Central to the initiative is the aim of involving clients, designers, other companies and Coin employees to mobilise resources and draw attention to supporting Oxfam’s undertaking for 2013: to bring 80.000 people out of poverty, mainly women and children.

“I’ve always been a big fan of Hello Kitty,” explains Helena Christensen. “She’s still as cool and chic today as she was when I was a child and I am thrilled to be a part of this project. As a Global Ambassador for Oxfam I am delighted that these lovely T-shirts will help raise vital funds for the charity’s work with vulnerable women across the world, empowering them to have a say in their own future and escape poverty." And continues: "It is a small action compared to what Oxfam is doing, but I'm happy to be part of it."

The Peruvian-Danish top model and photographer has been an Oxfam Ambassador since 2010 and has collaborated with the non-profit association since 2008. Among the first initiatives she focused on with Oxfam was a photo exhibition presented in 2008 in New York within an event organised by the UN where she presented a selection of photographs she took in Peru. She later travelled to other countries including Nepal and Kenya.

Coin is currently present all over Italy with 100 stores (67 direct and 33 franchised) covering over 150.000sqm of retail area. With over 2,400 employees, 46 million visitors every year and more than 3 million customers, in 2012 Coin recorded net sales of €282 million.