WWD.com/fashion-news/media-features/breast-cancer-shirt-campaign-kicks-offs-2181930/
government-trade
government-trade

Breast Cancer Shirt Campaign Kicks Offs

Campaign encourages women to buy and wear the Ralph Lauren-designed Fashion Targets Breast Cancer polo shirt at work on Fridays this summer.

Models in the Ralph Lauren-designed Fashion Targets Breast Cancer polo shirt.

Models in the Ralph Lauren-designed Fashion Targets Breast Cancer polo shirt.

Courtesy Photo

NEW YORK — Summer Fridays will have a new dress code if the Council of Fashion Designers of America, Net-a-porter.com and Susan G. Komen for the Cure have their way.

Together, they unveiled a new grassroots campaign called “Fashion Targets Summer Fridays” that aims to encourage women to buy and wear the Ralph Lauren-designed FTBC (Fashion Targets Breast Cancer) polo shirt at work on Fridays this summer, raising both funds to support the fight against cancer and awareness of it.

The program kicks off July 3 and runs through Sept. 25.

“It is a powerful opportunity for women across America to join together in a unified message of care, concern and hope,” said CFDA executive director Steven Kolb. “The FTBC polo makes a perfect summer Friday outfit, and can take women from work to their favorite weekend getaway spot.”

The $55 polo shirts are available at netaporter.com/ftbc, with proceeds of the shirt benefitting Susan G. Komen for the Cure and other FTBC-supported organizations.

“Every shirt purchased will help provide meaningful assistance to women with breast cancer and their families, friends and communities and raise further awareness,” said Natalie Massenet, founder and chairman of Net-a-porter.com.

Beginning this month, the e-tailer will also offer its shoppers a chance to make a $5 or 5 pound donation directly to FTBC through the site.

Meanwhile, Australian skin care brand Jurlique is teaming up with FTBC and will host three Fashion Targets Summer Fridays in-store events, in New York, San Francisco and Santa Monica, Calif., next month and in August. Jurlique has also created a special FTBC set, which will be available at Jurlique stores and at the company’s Web site, jurlique.com.