Building on its success with AIDS awareness, the Council of Fashion Designers of America will make its first foray into breast health awareness this fall. The campaign, entitled "Fashion Targets Breast Cancer," focuses on the sale of a limited edition t-shirt to benefit the Nina Hyde Center for Breast Cancer Research at the Vincent Lombardi Cancer Research Center in Washington, D.C. Nina Hyde was a fashion editor with the Washington Post, who died of breast cancer in 1990.
About 400,000 t-shirts will be sold during October's "Breast Health Awareness Month" at 2000 retail outlets nationwide, according to Fern Mallis, executive director of the CFDA. The shirts will be sold for $15, with $5 from each sale benefitting the Nina Hyde Center. All tolled, the CFDA expects to raise $2 million from this event, which if successful could become an annual program.
The shirts, which feature a bull's eye design in alternating black and white, were designed at the Ralph Lauren Polo studios.
"We agreed that we have the energy and exposure as an industry to take on more than one cause," said Mallis, making reference to the CFDA's successful "Seventh on Sale" efforts benefitting AIDS research.
Along with Ralph Lauren, Louis Dell Olio, Donna Karan, Oscar de la Renta and others among the CFDA's 200 members have been active in this venture. "We set out to rally the resources, expertise, talent, and know-how of the fashion industry to raised consciousness about breast cancer funds for much-needed research," said Ralph Lauren, chairman of the event. Several women's and consumer magazines have already donated advertising space to promote t-shirt sales, and top models such as Linda Evangelista, Kate Moss and Cindy Crawford will appear in the ads gratis.

To access this article, click here to subscribe or to log in.

load comments
blog comments powered by Disqus