Thursday 18 October 2018

Erin go bra . . . Fashion targets breast cancer

IF the likes of the 'Late Late Show' seem to increasingly have problems booking the biggest international names, perhaps they can pick up a few tips from Brown Thomas.

International supermodel Erin O'Connor, right, jetted into Dublin yesterday to launch the 2007 Fashion Targets Breast Cancer campaign at BT's flagship store, following in the catwalk steps of Elle Macpherson and Helena Christensen.

Given that Pamela Anderson also dropped into the shop in the past 12 months, it would be little wonder if red-blooded men are lingering around Grafton Street hoping for the red carpet to appear. And bookers for flagship TV shows could do worse than stake out the place.

Admittedly, there was not much sign of either yesterday as 29-year-old Ms O'Connor, pictured outside Brown Thomas, joined the elite list of high profile peers who have fronted the campaign here since its launch in 2005. They missed out.

Dressed in black jeans, red wedges and an FTBC tank top, the striking six foot one model who fronts the Marks and Spencer ad campaign with singer Myleene Klass, signed autographs and t-shirts and happily posed for pictures with fans.

The FTBC campaign has sold €450,000 worth of designer t-shirts to date, each bearing the distinctive bull's eye target logo.

"International supermodels Elle Macpherson and Helena Christensen launched the FTBC 2005 and 2006 campaigns respectively, resulting in phenomenal sales of the t-shirts and incredible exposure for the FTBC campaign in Ireland," a spokeswoman for the campaign said.

The t-shirts, which come in two designs are retailing at €35 and €30 respectively. Action Breast Cancer which provide services for younger women with breast cancer will get 95pc of the money raised from sales while the remainder will go to Europa Donna Ireland, a patient advocacy group which campaigns for better breast cancer services.

The latest data from the National Cancer Registry in Ireland shows that women in Ireland have a one-in-12 chance of developing breast cancer in their lifetime.

Breast cancer represents 28pc of all cancers in women.

JASON O'BRIEN

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