CULTURE

Fashion targets breast cancer with beachwear

When fashion uses its power for a good cause, the world listens – and buys. This is the case of the Fashion Target Breast Cancer campaign, a global effort launched by Ralph Lauren in 1994 to raise funds and public awareness for cancer treatment and prevention. Bringing the hip campaign to Greece were advertising executives Marianna Milissi and Marilena Stratopoulou, who founded the Fashion Targets Breast Cancer Hellas campaign two years ago. Since then, the energetic twosome has come up with innovative ways to keep local interest and coverage high. Efforts have paid off, as FTBC Hellas has raised 400,000 euros in Greece – and a recent launch in Cyprus has so far brought in 34,000 euros. The Greek case While in countries such as Britain sales of T-shirts have been adequate in raising funds and awareness, smaller markets such as the Greek one need a little bit more variety in order to attract clientele. Following a number of T-shirt variations in colors and cuts, FTBC Hellas has now come up with black and white swimwear, featuring two bikinis and a one-piece bathing suit. The creations of renowned American designer Norma Kamali, they are available at all FTBC selling points in Greece. Also, on a slightly more exclusive note, Greek design duo Deux Hommes has come up with an innovative kimono, on sale at Tsantilis boutiques in Greece and at Effe in Cyprus. With the first male FTBC T-shirt unveiled during the recent Cyprus launch, Stratopoulou and Milissi are already busy working on expanding the collection to include more clothes and even accessories.