GETTING INVOLVED: The Curvation bra brand at VF Intimates will be participating in October’s Breast Cancer Awareness Month with a Limited Edition Queen Latifah Signature Series line of four pink ribbon bras and one shaper. Queen Latifah is the spokeswoman for the Curvation brand, which is sold at Wal-Mart, Kmart and ShopKo stores.
Partnering with the Susan G. Komen Breast Cancer Foundation, Anne Jardine, vice president and general manager of Curvation, said Curvation will make a $40,000 donation to the Komen foundation for research, as well as community outreach programs.
“It’s not every day that I get to sign my name to something that I know can make a difference,” said Queen Latifah, in a statement. “I love knowing that my fellow curvaceous women out there will join me and Curvation in doing all we can to win this battle against breast cancer.”
Curvation will extend the opportunity to strengthen support against breast cancer through a Bra Trade-in promotion at stores nationwide. An additional cash donation of $1 will be made to the Komen foundation for every consumer who buys a Signature Series bra and mails in its UPC symbol and cash receipt dated between Sept. 1 and Nov. 30.
Styles in the group include a Minimizer, a Side Shaper, a Back Smoother, a Side Shaper Sport bra and a Tummy Smoother brief.
Meanwhile, DKNY is supporting Breast Cancer Awareness Month with a limited-edition lingerie set by DKNY Underwear.
The lacy hot pink camisole and coordinating panties with inset lace panels will retail for $39 and $18, respectively. Approximately 100 sets will be sold at five DKNY boutiques in Boston, Honolulu, Las Vegas, London and New York. A DKNY spokeswoman said 20 percent of the proceeds will be donated to the Breast Cancer Research Foundation.
This story first appeared in the October 4, 2004 issue of WWD. Subscribe Today.