Stella McCartney Breast Cancer Awareness Campaign 2017

Portrait: Alicia Keys & Stella McCartney | ©PR

Stella McCartney continues with her commitment to raise public awareness of breast cancer with the support of Alicia Keys

Stella McCartney has been using her Breast Cancer Awareness Campaign to draw attention to the disease and its consequences since 2014. To this end, she launched a limited edition lingerie set, Ophelia Whistling in “poppy pink,” as a part of her Fall/Winter 2017 lingerie collection at the beginning of this month – October has been considered breast cancer month since an initiative by the American Cancer Society in 1985.

It was for many good reasons that the choice of the face for this year’s campaign – a position previously filled by Kate Moss and Cara Delevingne – deliberately fell to Alicia Keys. According to statistics quoted in the campaign’s press release, mortality rates for the disease are 42% higher among women of African-American heritage than for those with lighter skin. That is largely due to the fact that African-American women still do not have the same access to early detection exams and screenings. The campaign intends to draw attention to this injustice, and also to the importance of preventive check-ups in general.

Stella McCartney’s mother Linda died of breast cancer. Alicia Keys has an equally personal connection to the disease: Her mother beat it. The singer grew up in Harlem, New York and a portion of the proceeds from the limited edition lingerie set will go to the Memorial Sloan Kettering Breast Examination Center located there. Proceeds from the campaign will also go to the Linda McCartney Centre in Liverpool, which offers advanced breast cancer treatments and screenings.

In addition to the limited set, Stella McCartney also designed a compression bra especially for women who have undergone a mastectomy. The proceeds from the sale of this bra will go the the Hello Beautiful Foundation in London.

Alicia Keys for Stella McCartney | ©PR

The Ophelia Whistling lingerie set is available as of October 1st in all Stella McCartney stores and Stella McCartney online store here, as well as Saks Fifth Avenue, Harrods, Selfridges, Net-a-porter, Harvey Nichols, and Le Bon Marche.

Further information can be also found on her Instagram account (@stellamccartney) here.