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Published
Oct 16, 2018
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Stella McCartney taps Idris Elba for Breast Cancer Awareness campaign

Published
Oct 16, 2018

Stella McCartney has presented a short film, a limited-edition bandana, and a new digital platform as part of its latest Breast Cancer Awareness campaign.

 


The luxury brand teamed up with award-winning actor and director Idri Elba on a campaign short film titled “All is Love”, which shows an inspiring group of people as they reveal their mastectomy scars.

The short film aims to challenge the taboo of men speaking openly about breast cancer, and highlight that the disease can affect both men and women. It is part of a wider Breast Cancer Awareness campaign which also included the announcement of Sofia Vergara as the face of Stella McCartney’s annual limited edition lingerie set ‘Rose Romancing’ in September.


Stella McCartney


The English fashion brand has also launched Stella McCartney Cares, a new platform where it can funnel its philanthropic activities and efforts through one centralised channel. The first initiative of this project will see the brand’s “Louise Listening” post-operative mastectomy compression bra distributed globally for free.

“Along with many other people, I was unfortunate enough to have lost my father to cancer 5 years ago. Removing the taboo around men talking about breast cancer and encouraging other men to talk about it with their wives, mothers, sisters is something you don’t often see or hear about but it should be. We should be encouraging the women in our lives to go for regular check-ups,” said Idris Elba about the campaign. “I admire Stella for all her hard work around bringing awareness to this disease.“


Stella McCartney


Stella McCartney commented: “There are so many emotions attached to the tragic realities of having had a double mastectomy. And we just wanted to make something that allows women undergoing this to have something to be proud of, something with no shame attached. We wanted women to know that you can still be feminine... and that part of your body can still feel beautiful on the outside, as well as the inside.”

The brand’s Old Bond Street store will feature an exhibition from this week until 9 November with insights and support during Breast Cancer Awareness month. The dedicated space will be located in the ‘Members and Non Members Only club’ area of the story and display the campaign film and additional imagery.

Finally, sales of the ‘Rose Romancing’ lingerie set and the new ‘All is Love’ bandana will benefit several charities, including the Linda McCartney Centre in Liverpool, the Hello Beautiful Foundation in London, and Memorial Sloane Kettering in the US.

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