Jamie Oliver has offered free food, drink and shelter to people affected by the London burning building.
The celebrity chef told victims to take refuge at his nearby restaurant, writing on Instagram:
"To any of the 100’s of FAMILIES affected by this terrible fire at Grenfell Tower Notting Hill today, You are all welcome to come hang out in my restaurant and be fed and watered by my Jamies Italian team."
"We are in the Westfield just around the corner."
"Food and drink free of charge so just go and speak to my manager Juan and we will sort you out and give you some love …. this is for victims of the fire our thoughts, love and prayers are with you all big love Jamie x x x x."
Others are offering food and shelter to those affected by the blaze and a crowdfunding page has been set up, which has already reached over £275,000 (approx $462,000 AUD).
The 24-storey block of flats went up in flames at around 1:30am on Wednesday morning, with families and children stuck inside.
Many threw their children from windows in desperate attempts to save their lives, with others making makeshift parachutes from sheets.
Turufat Yilma, who managed to escape, told CNN there was "no fire alarm at all," and that she only learned of the fire when a neighbour called out to her.
At the moment, the death toll is at 12, but the figure is expected to rise.