CULTURE

Lauder, Dukas: Fighting breast cancer in pink

If you think it’s cool to be fashionable, how cool is it when you’re stylish for a good cause? Find out as Estee Lauder Hellas is joining forces with Greek accessories designer Dukas Chatzidukas next month, as part of the company’s Breast Cancer Awareness Campaign: Early Detection, Cure, Prevention. From local to global The campaign, already in its 12th year, was established by the giant cosmetic company as Breast Cancer Awareness Month. What began as an awareness campaign on American soil, however, soon turned into fashionable global action. Nowadays, more than 40 countries participate in the campaign each year, and throughout it all the campaign’s symbol has been the Pink Ribbon. Since its creation, more than 45 million Pink Ribbons have been distributed internationally, along with reading material. Greek leg The result of the charity collaboration between Estee Lauder Hellas and Chatzidukas is ready to go on display next month. Taking his cue from the Pink Ribbon, Chatzidukas has created the Pink Bracelet, a limited collection which will go on sale at all of the company’s selling points around the country. It is the first time Estee Lauder Hellas has teamed up with local talent for the creation of an original design to aid the campaign. Pink Bracelets will only be available in October at a set price of 10 euros. «I’m very happy because I was offered the rare chance of participating and helping in such an excellent project by simply doing my job,» said the accessories designer to Kathimerini English Edition. How did the designer come up with the idea of a bracelet design? «Essentially, it’s an easy-going, all-day-long accessory,» said Chatzidukas. «My starting point in terms of the design came about when I thought about the tiny bracelets worn by babies in incubators.» The idea was then put to the creative test through the use of leather and the addition of the Pink Ribbon. Pink lighting Besides the Pink Ribbon, one of the campaign’s principal features is pink lighting of buildings. Next month, landmark places around the world will go pink, including Table Mountain in South Africa, the Leaning Tower of Pisa, Niagara Falls, the Tokyo Tower, the Seoul Tower, the Auckland Sky Tower, the Opera House in Zurich, the Arena in Verona, the Presidential Palace in Panama City and the Empire State Building in New York. This country – also participating in next month’s pink lighting project – is steadily waking up to the idea that fashion and charity make a good team. More campaigns Besides Estee Lauder’s Breast Cancer Awareness Campaign, yet another campaign against the same illness has steadily been gaining ground. Established by fashion mogul Ralph Lauren, Fashion Targets Breast Cancer has proved to be highly popular internationally. The campaign’s Greek leg has been equally active, through fashion shows and fun T-Shirt collections. «Fashion is a stream; it also acts as some kind of therapy at times,» said Chatzidukas. «Through the Estee Lauder Pink Ribbon campaign you can wear something funky and simple and be very effective.» Though the Pink Bracelet will go on display for only a limited amount of time, don’t forget that breast cancer can be cured if detected at its early stages. Awareness and early detection simply saves lives.