Tiffany & Co has announced it will will once again join forces with supermodel and global ambassador for the Elephant Crisis Fund, Doutzen Kroes.

#KnotOnMyPlanet, a social media campaign by the fashion industry to support the Elephant Crisis Fund, aims to stop elephant poaching and to end the global demand for ivory, one that sees 30,000 elephants killed every year for their tusks.

To support the cause, Tiffany & Co. is launching its first ever philanthropically driven collection, Tiffany Save the Wild, in stores all over the world as well as online, where all profits from the collection will be donated to the fund and Tiffany & Co. will donate a minimum of a million dollars by the end of January 2019.

“I realized that we could be the last generation to see elephants in the wild so we launched #KnotOnMyPlanet to take urgent action,” says Kroes of the initiative, which she conceived in concert with DNA Model Management Co-Founder David Bonnouvrier and Trish Goff.

Kroes and Tiffany enlisted Reed Krakoff, Chief Creative Officer of Tiffany & Co., to shoot the campaign around the initiative during Fashion Week, which depicts both in-demand models like Mica Argañaraz, Mariacarla Boscono, Imaan Hamaam, and Adwoa Aboah wearing the jewelry to raise awareness. Elle Fanning, Julia Nobis, and Sara Sampaio, are some of of the other members of the fashion set showing their support for the initiative during the social media campaign.

The Tiffany Save the Wild collection starts at $192 (aud) and is available in stores and online.