Tuesday, August 18, 2015


By Inside Retail

The Iconic
Karen Walker launch campaign

Photo courtesy of Karen Walker

Online fashion retailer, The Iconic, together with New Zealand fashion designer, Karen Walker, have this week launched the 2015 Fashion Targets Breast Cancer (FTBC) fundraising campaign, headed by the Garvan Institute of Medical Research.

The campaign, founded in 1994 by designer, Ralph Lauren, will see Karen Walker designing this year’s FTBC t-shirt to be sold exclusively at The Iconic, this spring.

Patrick Schmidt, CEO, The Iconic, expressed the company’s pride in supporting FTBC and the Garvan Institute as the exclusive retail partner.

“As Australia’s largest online shopping destination, we are delighted to use the power of digital innovation to connect the Fashion Targets Breast Cancer program with new generations of Australians.

Karen Walker SS 2015 (Photo courtesy of editorial.just-brands.net)

“The Iconic sees more than five million visits to our site each month – we know what Australians want to wear, and we’re certain our fashion forward customers will love this special t-shirt from one of our most popular local designers, Karen Walker. We’re pleased to offer an item that starts impactful conversations about an issue facing the Australian community,” said Schmidt.

The fundraiser, focusing on women under the age of 40 years, has thus far raised more than $2.7 million for breast cancer research in Australia, and prides itself on being the first charity to use clothing for raising money.

The initiative will also see an onslaught of international identities coming on board to support the cause, including stylist and designer of E! Fashion Police fame, George Kotsiopoulos, and international beauty brand, Bobbi Brown, named as beauty partner.

The local ambassadors featuring in the campaign creative, and the on sale date of the t-shirt, will be announced next month.

No comments:

Post a Comment

Related Posts Plugin for WordPress, Blogger...