If anyone ever thought you couldn't flaunt your best assets for a cause, they're wrong. Fidelity is selling a chic pair of dark denim Belladonna BC Cross Your Heart jeans in response to Breast Cancer awareness month and are donating 10% of the proceeds to the Rethink Breast Cancer fund.
The $198 boot-cut pants have the iconic symbol for breast cancer on the rear pocket, stitched in a pale pink. The Fidelity brand has been spotted on the bums of celebs including Halle Berry, Demi Moore, Jessica Alba, Jennifer Aniston and Lindsay Lohan.
Fidelity is one of many designers encouraging shoppers to buy their brand to help spread awareness. Last October Trend Hunter featured Immortality's "Goddess of Love" Jeans. Check them out here:
What's Driving This Trend
- Breast Cancer Awareness Fashion
- Opportunity for fashion brands to create apparel that raises awareness and supports breast cancer initiatives.
- Celebrity-endorsed Fashion Brands
- Potential for fashion brands to leverage celebrity endorsements and increase brand visibility and sales.
- Cause-related Marketing
- Opportunity for businesses to align with social causes and engage consumers by donating a portion of proceeds to relevant funds.
Who This Affects Most
- Fashion
- Disruptive innovation potential in the fashion industry lies in creating products for a cause and collaborating with celebrities for endorsements.
- Breast Cancer Awareness Organizations
- Opportunity for breast cancer organizations to partner with fashion brands for fundraising and awareness campaigns.
- Marketing and Advertising
- Disruptive innovation potential in the marketing industry by leveraging cause-related campaigns to engage and attract socially conscious customers.
