Savage x Fenty has launched a new campaign for Breast Cancer Awareness Month, championing representation and raising money for the cause.
The lingerie brand, founded by Rihanna, is known and loved for its inclusivity and celebration of women of all shapes, sizes and races. Their latest campaign shines the light on three empowered women who have all suffered with breast cancer, each with their own individual stories.
Cayatanita, Ericka, and Nykia are the inspiring survivors who feature in the beautiful campaign, posing for portraits wearing pieces from the brand new Savage x Fenty Breast Cancer Awareness collection. Each of the ladies picked their favourite pieces from the range, modelling against a soft pink background.
The brand has pledged to donate 40% of profits from the collection to the Clara Lionel Foundation, an organisation dedicated to educating and providing emergency response programmes to Black communities around the world.
The aim of the campaign is to spotlight healthcare for Black women, who are often underrepresented in the narrative resulting in them losing access to the quality healthcare services their peers of other races may receive. Savage has committed to donating $250,000 to the foundation, in support of their work to create better healthcare for Black communities worldwide, using profits made from the collection in both October and November.
Announcing the campaign on Instagram, Savage x Fenty dropped a series of images and videos starring Cayatanita, Ericka, and Nykia.
"This Breast Cancer Awareness Month we wanted to highlight a few hella Savage Survivors & Thrivers," the brand wrote in a caption. "We teamed up w/ @claralionelfdn& passed the mic to 3 badasses who are resilient, inspiring, surviving & THRIVING, hunny 💅🏿 First, meet @_cayatanita. She's fresh off the#SAVAGEXFENTYSHOW VOL. 2 runway & is here to tell us her story. Check her out then hit up our Stories for even more from Cayatanita."
To shop the collection and hear more about the women and their stories, head over to the Savage x Fenty website.
Sagal is a journalist, specialising in lifestyle, pop culture, fashion and beauty. She has written for a number of publications including Vogue, Glamour, Stylist, Evening Standard, Bustle, You Magazine, Dazed and Wonderland to name a few.
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