FEED bags — the eco-totes that raise money to help feed hungry children around the world through the United Nations World Food Program‘s School Feeding operations — just got a new sleek addition. The FEED Health Backpack, a perfect-for-school canvas carry-all, got its official launch at a star-studded party in Santa Monica on Wednesday.

The party, thrown by Kenneth Cole — whose stores’ll be selling the FEED Backpacks exclusively — and Lauren Bush (above) — co-founder and CEO of FEED — happened at a LEED-certified LivingHomes prefab house. Madeline Zima (Californication), Ed Begley, Jr. and his wife Rachelle (Living With Ed), and Ryan Kwantan (True Blood) were among the celebs that came out to sip Veev cocktails while celebrating FEED’s newest launch.

Buy a FEED Health backpack, and an identical pack filled with medical supplies will be given to community health workers by The Millenium Villages, an organization that seeks to help rural African communities lift themselves out of extreme poverty. Get the backpack at Kenneth Cole stores or at kennethcole.com for $125.

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