Refreshing Fashion Targets Breast Cancer as a modern, collective movement.
ROLE: Creative Lead
Brand refresh, creative direction and delivery.
Brand refresh, creative direction and delivery.
Founded by Ralph Lauren in 1996, Fashion Targets Breast Cancer was created to unite fashion in the fight against breast cancer. Over time, however, the brand had lost some of its cultural relevance and desirability, with sales declining year on year.
The challenge was to reinvigorate the brand in a way that felt contemporary, inclusive and emotionally resonant, while working across multiple retailers including M&S, Debenhams, Topshop, H&M and ASOS.
I led a brand refresh that introduced a new identity centred on strength, solidarity and collective action. The result was a modern, iridescent reworking of the iconic emblem, alongside a new Fashion Strong statement that positioned women as standing together, never alone, with both fashion and breast cancer at the heart of the movement.
The campaign extended into the real world through an interactive storefront installation at Topshop on Oxford Street, allowing passers-by to make instant contactless donations to the Breast Cancer Now charity.
This was supported by a social documentary featuring figures including Twiggy, Lilah Parsons, Laura Jackson, Sadie Frost and Savannah Miller, sharing the stories of breast cancer survivors alongside the designers behind the fashion. Together, the work helped reposition Fashion Targets Breast Cancer as a relevant, emotionally powerful movement for a new generation.
