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Avery Colvert, a 14-year-old from Altadena, California, never anticipated her recovery effort for teenage victims of the Eaton Fire would go viral. The fire, one of several devastating Los Angeles County, destroyed her school, Eliot Arts Magnet Academy, and the homes of many of her friends. While her family's home in Pasadena was spared, she felt compelled to help those who lost everything.
"There's maybe a small handful of people I know whose houses are spared," Colvert explained. Many of her friends evacuated with only the clothes they were wearing. Recognizing the importance of personal belongings to a sense of identity, Colvert wanted to help her friends regain a sense of normalcy and confidence. "I envisioned my own bedroom and I was thinking about how my clothes, makeup, and shoes—everything—is my identity and it's my sense of self," she said. She envisioned providing specific items beyond basic necessities so the girls could feel like themselves again.
On January 10th, Colvert and her stepdad, Matt Chait, created a logo and secured the Instagram handle for "Altadena Girls." The following day, they posted about the project, initially not even planning to accept donations until the next day. However, the post quickly gained traction. Donations and volunteers began pouring in, and high-profile brands like Skims, Orebella, and Huda Beauty reached out. Celebrities like Paris Hilton, Mindy Kaling, and Charli XCX shared the initiative on social media, further amplifying its reach. "Holy cow," Colvert exclaimed. "It’s bonkers here."
Chait, who works in graphic design and web development, explained how the project rapidly came together. After evacuating to a creative studio where he works, he and Colvert quickly created the branding. A call to a friend who produces the Hollywood Beauty Awards further propelled the project's visibility.
The influx of donations and volunteers was overwhelming. Colvert described how people she had only interacted with online showed up ready to work, organizing the incoming donations. She expressed amazement at how quickly the community responded, providing everything they needed, from clothing racks to boxes.
The sheer volume of emails from corporations, PR companies, and individuals wanting to help was staggering. People from across the country inquired about shipping donations. While initially overwhelmed by the immediate influx of items, Colvert and Chait emphasized the ongoing need for donations, as the girls would need multiple items to replace what they lost.
Colvert stressed the importance of providing new items rather than used clothing, wanting the girls to feel valued and respected. She expressed gratitude for the support from the Los Angeles community, including influencers and brands. Chait highlighted the need for essential items like new bras, which are often overlooked in general donation drives.
Colvert and Chait discouraged monetary donations, citing concerns about handling funds and suggesting that those wanting to contribute financially could support existing GoFundMe. They preferred donations of new goods, emphasizing that people had been directly purchasing needed items after seeing their posts.
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Reflecting on the experience, Colvert expressed feeling overwhelmed but also empowered. She recognized the potential for the project to evolve beyond the initial clothing drive, addressing other needs like music and mental health resources. Having experienced loss and rebuilding after a flash flood in Nashville, where they lived before moving to Altadena four years prior, Colvert and her family understood the emotional impact of such events.
Despite having lived in Altadena for a relatively short time, Colvert had established strong ties to her community, particularly at Eliot Arts Magnet Academy. She expressed heartbreak over the loss of the school, especially the theater program and auditorium where she had performed. Despite the devastation, Colvert expressed hope for rebuilding and praised the supportive nature of the Altadena community.