October “in pink” is the month dedicated to the awareness campaign on female cancer that culminates with the International Day against Breast Cancer, on October 19th. For the occasion, there are many fashion brands that propose initiatives to support research and to support prevention. Between mini capsule collections and limited edition items, there are also many ways to support the fight against cancer, encourage research and educate on prevention. According to the Italian Association for Cancer Research, breast cancer accounts for 30.3 percent of all cancers that affect women and 14.6 percent of those diagnosed in Italy. Thanks to prevention and progress in the medical field, mortality is decreasing and there are numerous initiatives aimed at raising awareness on the issue: from LILT for Women – Pink Ribbon Campaign, to Pink is Good by the Umberto Veronesi Foundation, up to international initiatives in support of the Breast Cancer Research Foundation of the American Cancer Society. Italian and international fashion also participates with solidarity initiatives, for example from the Capsule Collection Pink Pony by Ralph Lauren to the MANGO solidarity collection for the FERO Foundation, up to Stella McCartney with her campaign with the Netflix Sex Education series entitled “Toilet, Teeth , Tits (TTT) ”, which encourages women to introduce daily breast self-examination.
