Stella McCartney 2017 Breast Cancer Awareness Campaign



Fashion and music join forces for Breast Cancer Awareness. At the forefront of Stella McCartney’s new campaign is artist and multiple Grammy Award-winner Alicia Keys. With the aim to raise awareness around the disease and encourage women to keep healthy and check themselves regularly, Stella McCartney has designed the Ophelia Whistling in Poppy Pink set as part of her Autumn/Winter 2017 Lingerie Collection. Celebrating femininity in the face of severity, and championed for its impactful voice; the yearly Stella McCartney Breast Cancer Awareness Campaign aims to bring back the pride into being a woman.


alicia keys stella mccartney

This year’s campaign specifically highlights the inequalities in access to early detection programs and awareness. Statistics have shown that African American women have a 42% higher chance of cancer mortality from Breast Cancer than Caucasian women. This year the campaign will support the Memorial Sloan Kettering Breast Examination Center of Harlem, which has screened over 200,000 women for breast cancer and offers free, high quality care to the local community. Born and raised in Harlem, Alicia Keys strongly believes in the importance of breaking the taboo and spreading the important message of early detection. She joins Stella in standing up to breast cancer by being the face of the campaign.

The new Ophelia Whistling set embodies the designer’s effortlessly sexy, effortlessly modern approach to lingerie in a feminine and elegant shade of Poppy Pink. The range is comprised of a Bralette and Bikini Brief that combine luxurious Japanese lace uplifted by delicate silk rouleaux tie straps and silk covered buttons. Since 2014, the designer has been supported in previous campaigns by Kate Moss, Cara Delevingne and Chelsea Handler.


A cause that is very close to Stella herself, the set will also benefit the Linda McCartney Center in Liverpool to support their work in providing the most advanced early detection programmes and treatments for patients with breast cancer. The limited edition set will be available starting October 1st at Stella McCartney stores and online as well as at Saks Fifth Avenue, Harrods, Selfridges, Net-a-porter, Harvey Nichols and Le Bon Marche, at prices ranging from $160 for the soft cup to $90 for the Bikini. In addition to the designer’s efforts to support Breast Cancer Awareness, she has also designed the Louise Listening post double mastectomy compression bra for which all proceeds will be donated to the Hello Beautiful Foundation; a London based Cancer charity founded by Jane Hutchison. This will be supported by a content series shot by photographer David Jay.

Ioan Hiliuta

As Ondine Magazine Editor-in-Chief, it's my responsibility to coordinate team Ondine's creative efforts. Final say in the publication of any article, both in print and web, falls with me. It's not an easy job, but someone has to do it! I take great pride in working with such a talented team; a lot of work goes into finding content which is not only interesting and engaging, but also beautiful. During my spare time I like to work on various other photographic projects which I take great pride in. I've been shooting for more than 10 years now. If you have any questions please don't hesitate to reach out to our contacts department and we'll get back to you as soon as humanly possible.

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