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Fashion Targets Breast Cancer Launches Charm Initiative

CFDA marks 15th anniversary of Fashion Targets Breast Cancer with a QVC collaboration and new ads starring Veronica Webb.

Fashion Targets Breast Cancer is celebrating its 15th anniversary this year, and to mark the occasion, the charitable program of the Council of Fashion Designers of America is teaming up with QVC and launching QVC Designer Charms for Charity.

The monthlong initiative on the TV shopping network will offer specially designed charms by CFDA members who are already part of QVC’s regular roster, including Stan Herman, Marc Bouwer, Anthony Nak, George Simonton, Bradley Bayou, Dean Harris and Victor Costa, to benefit FTBC.

“QVC is a great partner because of the reach it has and a customer base that is really loyal to the designers that sell on QVC,” said Steven Kolb, executive director of the CFDA. “Each [designer] did a charm that was inspired by something in their life and is very personal to the designers.”

Claire Watts, president of U.S. commerce for QVC, said, “Not only is it a great way for our shopper to purchase one of these exclusive charms, but it also allows them to give back to a great organization.”

The charms will be priced from about $20 to $100 and 100 percent of net proceeds will go to FTBC. The program will launch at QVC.com on Sept. 1 and the pieces will be promoted during QVC’s New York Fashion Week broadcasts, scheduled from Sept. 10 to 16. Depending on the supply, the charms will be available at the QVC site until the end of September.

FTBC was founded by Ralph Lauren after he met the late fashion critic Nina Hyde and promised her to rally the fashion industry to fight cancer. Since its launch, the program has extended to 11 international partners and given almost $50 million to breast cancer charities worldwide.

Designers Management Agency helped put together the deal between QVC and the CFDA.

Nigel Barker — best known as the photographer judge on “America’s Next Top Model” — shot the campaign to mark the anniversary. Veronica Webb is featured in the black-and-white images, which were styled by Leslie Fremar and show the model wearing a charm of the original FTBC logo created by Lauren.

“The idea was to create a campaign in the tradition of past campaigns,” Kolb said.

Fremar, who also styles Julianne Moore, tapped the actress to design a special charm with Robert Lee Morris, who also created a charm of his own.

“The concept is that you get the FTBC charm that you buy with the necklace or bracelet, and hopefully, as the program gets introduced over the course of a few weeks, you will buy additional charms and eventually have a collection of them,” Kolb said.