Every 19 seconds, a woman is diagnosed with breast cancer and her life and those around her change forever. It’s spine-chilling when you realise 1 out of every 15 women will come to suffer from this disease, but regardless of the age at which it’s detected, with care and attention, it can be prevented.

The numbers in the last three decades have improved considerably, but we need to continue informing us of ways to act on time, as this can make a big difference in the life of a person with cancer.

Each year the fight against this disease is commemorated in October (#pinktober) and multiple brands join the cause through campaigns and fundraising. In 2018 there are three in the fashion industry that stand out for their enthusiasm and feminine solidarity.

E S T É E  L A U D E R

In 1992, Evelyn H. Lauder co-created the iconic pink ribbon that gave a path to The Estée Lauder Companies to commit to the fight against breast cancer. Through its annual campaign (which to date has raised $76 million) manage to finance treatments, medical research and awareness of this tragic disease that affects the life of many women.

This year they seek to inspire action by illuminating buildings and monuments in pink around the world (such as the Eiffel Tower or the Empire State Building), distributing informative brochures, raising funds and inviting us to share photos with a pink heart-shaped bow on social networks accompanied by the hashtag #TimeToEndBreastCancer.


Once again and with the purpose of the International Day of Breast Cancer, Mango has released a collection for women and men of which 100% of the profits will go to the Fero Foundation to promote oncological research. The products range from sweatshirts, T-shirts and limited editions vanity bags that are available both in the physical store and online.


Berlei launched the campaign #ITouchMyself with important figures as ambassadors such as Serena Williams, who this October joined forces with the brand to raise funds and promote educational spaces that teach women to care for and examine themselves.

The brand of Australian underwear launches, as part of the campaign, a bra inspired by the rocker Chrissy Amphlett of The Divinyls, who died of breast cancer in 2003. The brassiere of snakeskin print carries the message “I Touch Myself” in the inner lining to remind women to self-examine regularly or visit their doctor. 100% of the benefits will be granted to the Australian Breast Cancer Network.

Although #pinktober retakes popularity year after year, I want to share that writing this article wasn’t easy when looking for brands committed to the cause. Maybe it’s time to interpret this as a call to action for both brands and ourselves, because while it’s nice to buy things that benefit us and share a social retribution at the same time, there are many ways to get involved in solidarity with breast cancer. Whether it’s participating in pink marathons within our city, donating hair (it will grow back!) or contributing as little or as much as we can to the associations that are responsible for oncological research. Breast cancer isn’t just a pink month, it’s a permanent commitment and a constant struggle of which we are all part.


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