30Alicia Keys has been named as the face of Stella McCartney’s new breast cancer awareness campaign.
The British fashion designer has designed a limited-edition bra and underwear set, called the Ophelia Whistling style. The proceeds will be going to two breast cancer screening centres in the U.S. and U.K.
For McCartney and Keys, the cause is a very personal one. Keys’ mother is a breast cancer survivor, which she reveals in a video clip alongside McCartney.
“I really wanted to show my support for Stella’s campaign by wearing her Ophelia Whistling lingerie set, where a percentage of the proceeds are donated to Memorial Sloan Kettering Breast Examination Center of Harlem (New York),” said Keys in the accompanying campaign video.
“This is super important to me. I was raised in Harlem. So, this really resonates with me and my mother is a breast cancer survivor. I don’t think I’ve ever got to really share that story, so this is important to me”.
Founded in 1979, the Memorial Sloan Kettering Breast Examination Centre features an outreach programme and has screened more than 200,000 women for the disease, with experts also providing counselling and education services.
Raising awareness of breast cancer is an important cause for Stella too, as her photographer mother Linda McCartney died from the disease in 1998 at the age of 56.
Sales of the pink-hued Ophelia Whistling set will also benefit the Linda McCartney Centre in Liverpool, which offers some of the most advanced and innovative cancer treatments available.
“Sadly, I lost my mother to breast cancer 19 years ago. She didn’t meet my children; my children didn’t meet her”.
Stella’s lingerie set will be available from her boutiques and select department stores from 1 October, to coincide with Breast Cancer Awareness Month. It will be priced from £66-£120.