BINI leader Jhoanna Robles has started a charitable initiative called The Cinder Project.
Held on October 3 in Mandaluyong City, the project aims to help local farmers and is part of Jhoanna’s latest passion project, Burn Theory.
The Cinder Project featured a wardrobe sale that included different items from Jhoanna’s collection, including brand-new clothes with tags, pieces she had worn only a few times, and pre-loved items that remained in good condition.
What made the sale especially meaningful for fans was that each clothing item came with a one-of-one photocard showing Jhoanna wearing that exact piece.
The thoughtful addition surprised fans, who shared their appreciation for the effort Jhoanna put into preparing the items.
“Sobrang effort at dedication nung kada outfit may photocard ni Jho wearing that same outfit! Di lang basta-basta binenta. Talagang pinahalagahan sa puntong ito ang patunay na sinuot ko sya. Hindi man madalas. Pero sa susunod na may-ari na kapalit ng mas makabuhuluhang dahilan para sa mga magsasaka. Waaaaaa. Labyu Jho! 🌺♥️🥹,” one wrote on X.
“Ang sweet at ang nice kasi because the photocard is actually her wearing the clothes mismo 😭 the effort in assuring you na she actually wore the clothes,” another added.
The BINI leader attended the event herself, where she spent time with fans who had pre-registered. She even personally sat at the counter and arranged the clothes purchased by attendees, making the experience more personal for those who came to support her cause.
According to Jhoanna, one hundred percent of the proceeds from the wardrobe sale would go to charity, with the funds supporting the initiative’s goal of helping local farmers.
INSERT: Jhoanna selling clothes
The wardrobe collection also includes pieces from Jhoanna’s friends, who donated clothes for the event. Among them were fellow BINI member Sheena, the group’s stylist Ica Villanueva, and content creator couple Kath and Gene, among others.
Beyond the wardrobe sale, registered attendees also had the opportunity to try drinks from Jhoanna’s coffeeshop business and receive a sample candle wax from Burn Theory ahead of its official launch.
A local perfume brand also partnered with Jhoanna for the charitable initiative, with five percent of its sales going to The Cinder Project.
The event also featured artworks from local artists, giving them an opportunity to showcase and sell their pieces. Jhoanna made use of the venue to include the art display, with 15 percent of the proceeds from art sales also going to The Cinder Project.
For those who wanted to contribute beyond purchasing items, The Cinder Project also accepted monetary donations in any amount.
Jhoanna first shared the idea of selling some of her clothes with BINI fans, known as Blooms, in September. At the time, she asked whether they would be comfortable with her including some of the clothes they had gifted her over the years in the charitable sale.
She explained that the gifts held sentimental value, making it difficult for her to part with them. However, with the amount of clothing she had received, she also recognized that she could not keep or use everything.
“Would you guys be okay if I sell some of the clothes you’ve given me over the years, and 100% of the proceeds will go to charity?” she wrote in September. “Everything you’ve given me means so much to me, kaya ang hirap din bitawan. 🥹 But realistically, with how much I’ve received, there’s only so much I can keep and use.”
Fans immediately expressed their approval and said they were happy to support the charitable project.
Since some of the clothes had been given to Jhoanna by fans, many also appreciated that she sought their permission before deciding to sell them.