British fashion designer Stella McCartney has cast Grammy-winning artist Alicia Keys as the face of her 2017 Breast Cancer Awareness campaign #STELLASUPPORT

McCartney’s announcement comes ahead of the start of breast cancer awareness month, which runs throughout October every year. And it speaks volumes about how important making time to raise awareness of this cause is to the designer since she’s already got so much going on with her eponymous womenswear label, menswear collection and her collab with Adidas.

McCartney’s beloved mum Linda died from breast cancer in 1998 and the aim of the campaign, according to WWD, is to, “…raise awareness about the disease and promote regular screenings and early detection.” To support this year’s campaign McCartney has designed an Ophelia Whistling bra and underwear set which will be worn in the campaign by 15-time Grammy Award-winning artist, Alicia Keys.

Per WWD Keys was cast by McCartney not only because they’re buddies but, “…also to target African-American women, who are the fastest-growing group being diagnosed with breast cancer. Statistics also show that African-American women diagnosed with breast cancer have a 42 per cent high mortality rate than caucasian women.”

Speaking to WWD, Keys said, “I really wanted to show my support for Stella’s campaign by wearing her Ophelia Whistling lingerie set, where a percentage of the proceeds are donated to Memorial Sloan Kettering Breast Examination Centre of Harlem.” Keys grew up in Harlem and adds, “…my mother is also a breast cancer survivor… so this is important to me.”

The limited-edition Stella McCartney-designed lingerie set will be available from October 1 from


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