Celebrity model Naomi Campbell's Hermes "It" bag fetched 21,000 euros (31,500 dollars) at an auction Tuesday to raise funds to fight deaths in pregnancy, a tragedy affecting over half a million women a year.

The pale green alligator Hermes "Birkin" had been estimated at between 12,000 to 15,000 euros.

Sold by French auctioneers Artcurial, proceeds are to go to the White Ribbon Alliance for Safe Motherhood. The international charity works to increase public awareness about the loss of life from pregnancy-related complications, and to promote safe motherhood worldwide.

The bag, touted by a host of celebrities worldwide, was named after British-born singer and actress Jane Birkin, who sold her own in 2007 for 74,000 euros (108,000 dollars) that were donated to a human rights group - an alltime record for a leather handbag at the time.