This year, the Council of Fashion Designers of America (CFDA) is proud to celebrate the 20th Anniversary of Fashion Targets Breast Cancer® (FTBC).
Inspired by CFDA member Ralph Lauren in 1994 as the American Fashion Industry’s response to breast cancer, FTBC is one of the CFDA’s longest standing charitable initiatives. FTBC has also found success internationally and currently counts over 9 countries as partners, including: Australia, Brazil, Canada, Cyprus, Greece, Ireland, Mexico, Portugal, and the United Kingdom. Mexico is the latest international partner to sign on and is being overseen by Sara Galindo, who was the Executive Fashion Editor of Elle Mexico for 12 years. To date, the initiative has raised over $54 million for breast cancer worldwide, with every dollar going back to patient care.
Additionally, the CFDA is thrilled to announce that tennis pro, business entrepreneur, and philanthropist Maria Sharapova has signed on to be the face of the 2014 FTBC campaign. The campaign, art directed by Rony Zeidan, founder of New York based creative agency RO NEW YORK, features four images of Maria sporting CFDA designers including: Derek Lam, Calvin Klein Collection, The Row and Jennifer Fisher Jewelry.
The shoot, styled by Ketevan Gvaramadze, was shot in Los Angeles at Milk Studios by fashion photographer Michael Beauplet. The national advertisement will run in October, November, and December publications including the October issues of Vogue and Vanity Fair and the September 14th issue of T Magazine.
“I am honored to partner this year with the CFDA to celebrate the 20th Anniversary of Fashion Targets Breast Cancer. Over the last 20 years, FTBC has mobilized the fashion industry and the public consumer for this worthy charitable initiative,” says Maria. “As fashion and style is a personal passion of mine, it’s impressive to see on a global and domestic scale the impact FTBC has made.”
The 20th Anniversary of Fashion Targets Breast Cancer is an important milestone for CFDA . As a charitable initiative of the CFDA, for two decades FTBC has galvanized the fashion industry to unite for this important cause . The program is now in 9 countries and has raised $54 million since its inception. Its overwhelming success is a testament to the strength of the industry as a whole,” says Steven Kolb, Chief Executive Officer of the Council of Fashion Designers of America. “
FTBC is possible thanks to the generosity and concern of our many partners, both domestic and international. With Maria Sharapova as this year’s face of the campaign we are committed to raising funds for new grants in support of care and detection and welcome her as she joins the ranks of Karolina Kurkova, Christy Turlington, Kate Moss, and Naomi Campbell.”
A summer soiree, presented by Porsche, celebrated the launch of the campaign and the 20th Anniversary at The New Museum in New York City. Sharapova serves as the Global Ambassador to Porsche AG, the coveted sports car manufacturer, and her appointment to this role in April 2013 has included a worldwide communications campaign. The sponsorship of FTBC’s 20th Anniversary celebration is indicative of Porsche’s support of Maria’s passions, as well as a growing involvement with the luxury fashion community.