Remember that Sex and the City episode when Samantha goes off on one about that breast cancer cookie donated for the goodie bags?
Well, Fashion Targets Breast Cancer have really stepped up this year and have teamed up with some of the most popular designers and retailers to create a range of covetable womenswear and accessories, with an ultra-feminine campaign featuring Sienna Miller, Claudia Schiffer and Kylie Minogue, shot by the legendary Mario Testino.
The ‘target’ tees have become truly iconic, with last year’s campaign including the likes of Sasha Pivovarova, Daria Werbowy and Lily Donaldson looking all fresh faced in their target polo shirts. This time, FTBC has chosen to drape the lovely naked trinity of Sienna, Kylie and Claudia in target covered silk sheets and M&S have given the tees a new ‘bling’ make-over.
The Fashion Targets Breast Cancer range is understated, chic and perfect for the summer, with beachwear by Melissa Odabash, cocktail dresses by Olivia Rubin and Coast, a limited edition vest by TOPSHOP, a Superdry hoodie and monochrome striped tops courtesy of WHISTLES and Warehouse.
There’s also the original target logo which now comes on a cool, knotted charm bracelet, for just £2.
And of course, M&S are showing their continual support with a special capsule collection including limited edition target t-shirts, an Autograph sequined stripe top, swimwear and lingerie (with post-surgery versions), pyjamas and homeware.
A substantial 30% of all purchase goes to Fashion Targets Breast Cancer and the designers have kept the association low-key and subtle, hopefully attracting more customers. I’m sure that many shoppers will agree that there is nothing more offensive than labels that cover their products with a charity’s logo, capitalise on the promotion and then donate a paltry 5%.
Fashion Targets Breast Cancer have found just the right balance between everyday and luxury pieces that are sure to make everyone get their purses out and I can’t wait to see what they’ll come up with next.
To see the full collection and behind-the-scene campaign video, visit www.fashiontargetsbreastcancer.org