Launching today in celebration of Stella McCartney’s mother’s Linda Louise McCartney’s birthday, Stella launches her annual Breast Cancer Awareness campaign featuring award-winning actress, Sofia Vergara. The campaign raises awareness around the disease and serves as a reminder to keep healthy and get checked regularly. This year the campaign will be in two parts, this is the first, which features Sofia’s impactful image and voice to positively encourage pride in women in the face of severity. In the campaign, Sofia wears the new limited edition bra and brief set designed by Stella McCartney for her Autumn/Winter 2018 lingerie collection.

The “Rose Romancing” set is something beautiful that provides a positive message to break the taboos associated with Breast Cancer; while also highlighting the fact that each and every person, regardless of where they live, what they look like, or what they believe in, can be affected and deserves access to preventative education, holistic support, and advanced breast cancer care.

In 2018, over 266,000 new cases of invasive breast cancer are expected to be diagnosed in women and men. Nearly 41,000 women are expected to die in 2018 from breast cancer, though there has been a decrease in death rates since 1989. Latin women specifically have lower rates of breast cancer screening and far more limited access to formal health care than other ethnicities in the US. As an advocate for female empowerment, Sofia joins an amazing group of women that have previous supported the annual campaign; Kate Moss, Cara Delevingne, Chelsea Handler and Alicia Keys, in standing up to breast cancer as this year’s campaign face.

A cause very personal to Stella, the “Rose Romancing” set will benefit leading charities and support centres worldwide, including the Linda McCartney Centre in Liverpool, the Hello Beautiful Foundation in London, and Memorial Sloan Kettering in the US, to support their work in providing the most advanced early detection programmes and treatments for patients with breast cancer.

The “Rose Romancing” set comprises a soft cup triangle bra and bikini, which reflect the brand’s effortlessly sexy, naturally confident approach to lingerie in a feminine and sophisticated shade of pale rose. The BCA limited edition set will be available to order from October 1st in Stella McCartney stores and online as well as at Net-a-Porter, Saks, Harrods, Harvey Nichols, Le Bon Marche and Shopbop at prices ranging from £110 for the soft cup to £85 for the Bikini.

In addition to the campaign image, a testimonial film to support the initiative also featuring Sofia Vergara will be live on today. To further highlight the campaign, Stella McCartney will be hosting an exhibition at the 23 Old Bond Street, London flagship store on 8th October running until 27th October in the “Members and Non Members Only” club, to offer customers insight and support during Breast Cancer Awareness month. The dedicated space will display the Rose Romancing BCA set, a personal video from Sofia discussing the disease and additional imagery, a messaging wall for visitors to share words of support and stories, as well as an educational area.

The second half of the Stella McCartney Breast Cancer Awareness Campaign for 2018 will be released in October.