Fashion Targets Breast Cancer

Fashion Targets Breast Cancer is the iconic annual campaign run by Breast Cancer Now that raises vital funds for breast cancer research and care through fashion. Past campaigns featured Kate Moss, Kylie and partnered with brands like Topshop and Ralph Lauren.

The 2020 brief was to be as powerful and bold as ever, but also sensitive to those impacted. After years of celebrity faces, we decided to feature real women.

The creative stripped away the smoke and mirrors, using real cancer survivors, shot in real homes, with the simple call-to-action: Wear Something Important. Time was spent chatting to the women to gather insight into their journeys and the role of fashion in their sense of confidence.

Concept/Creative Director/Post