Raising awareness on cancer
Siti Saleha in a white top paired with a blue pareo
wrap skirt. FASHION has always gone hand-in-hand with raising awareness on breast cancer. Every October, which is breast cancer awareness month, fashion brands raise funds for cancer patients and survivors as well as cancer research.
Here are some homegrown brands that are taking various steps to raise awareness of breast cancer as well as other types of cancer.
The lingerie specialist held a fundraising GROWTH IN FASHION
Although she is not in the high risk group for breast cancer, it does not mean Siti Saleha is taking it lightly. She follows a healthy lifestyle, which includes a balanced diet, exercise and regular medical screenings.
“I’m not going to take my health for granted because it is important. I do a breast self examination every morning. It’s better to know rather than not know.”
While cancer may be a new issue for Siti Saleha, fashion is not. Over the years her style has evolved although she still likes to keep it simple. “I learnt everything about style and design slowly as there was no one to teach me. When I look back at my style during the beginning of my career, I can only say ‘what was I thinking!’. But thank God I never made it to the worst dressed list.
“Now, I finally know my style. I like to keep it edgy but simple. The fashion designers and stylists I have worked with know what I like and don’t like. But keeping it simple does not mean I don’t like embellishments. If there is a need for ruffles, for example, I’m fine with that but I keep it small and simple.
“Although I do have stylists, they are only for certain events. I prefer to style myself because activity for the Breast Cancer Welfare Association Malaysia’s (BCWA) Hospital Angels programme.
Under it, trained specialists will visit newly diagnosed breast cancer patients and help them cope with the disease in an encouraging and positive environment. They also raised funds through the Pedal Forward cycling convoy and exclusive sales from their Go Pink collection, where RM10 from every pink bra purchased was donated toBCWA.
The local activewear brand has relaunched its racerback high support sports bras that have been modified to be prosthesis friendly for breast cancer survivors who have had a mastectomy. It also has a range with back I want people to see who Siti Saleha really is as opposed to what they see in dramas or movies. I know what works and what doesn’t.”
Her favourite local designers are Alia Bastamam, Nurita Harith and Ellie Norman, who is also her best friend. Nurita designed Siti Saleha’s champagne-hued gown for her wedding dinner reception. As for foreign fashion designers, she says the list is endless. She also likes the celebrity styles of Jennifer Lawrence and Vanidah Imran.
Siti Saleha loves lace and chiffon but no fur or leopard prints, please. “They are just tacky,” she says. And no skinny, torn and patchy jeans either. “They were fine when I was younger but not anymore. Besides, my husband would not approve.”
She loves pastel colours, and purple, though lately she has been drawn to fuchsia. “When I see clothes in fuchsia, I just walk into the store because I’m so attracted to them. I don’t like to be boring, which in my opinion is wearing black every other day. I don’t have favourite clothes as I like to wear whatever I’m comfortable with and is suitable for the events I attend.
“To me, you can follow trends but don’t let it drown your personality. If you like simple, keep it trendy and simple.” clasps to make it easier to wear and remove sports bras post-surgery.
The women footwear label in collaboration with the creative team of Oh Hello, Cari Siapa!, held fundraising activities through limited edition T-shirts. Proceeds from the sale of the T-shirts were donated toBCWA.
The lingerie brand launched the Stand Up For Pink breast cancer awareness campaign from Sept 28 to Oct 1. The campaign aimed to raise awareness of breast cancer and empower women to take charge of their breast health.
It went into partnership with 11street to donate RM3 for every bra sold on the online shopping website throughout the month of October to BCWA.
In October, FashionValet gave out its IAMHOMEGROWN limited edition pink box for every order made from its website to support breast cancer awareness. Midi skirt paired with a floral top. In 2015, AirAsia embarked on its longterm corporate social responsibility programme to raise funds for the National Cancer Council Malaysia (Makna) to aid underprivileged cancer patients.
Using the hashtag #AirAsiaMAKNA, it launched a collection designed by airline employees that reflect the uniforms of its pilots and female cabin crew. Each T-shirt was adorned with Makna’s logo and tagline, “A Meaning To Life”. The collection is available at FashionValet.
To date, it has raised and donated more than RM650,000 through the sales of these T-shirts, as well as the Travelling Beruang Campaign and a 10 sen pledge initiative.