Marketing & Promotions

Fund-Raising the Fashionable Way

Fashion designer Anna Sui painted her vehicle purple—to match her nail polish. As part of Concept: Cure, a collaboration between the fashion industry and General Motors to raise money for breast cancer research, five fashion notables created one-of-a-kind vehicles, which were presented for sale via silent auction in the December 1996 issue of Neiman Marcus’ The Book. Working alongside Sui were fashion heavyweights Nicole Miller, Mark Eisen, Todd Oldham, and Richard Tyler. Proceeds from the auction went to benefit the Georgetown University Nina Hyde Center of Breast Cancer Research, named for the fashion editor of the Washington Post who died of the disease in 1989. Without a doubt, our favorite designer vehicle is Sui’s metallic purple GMC Yukon. The four-wheel-drive utility vehicle is appliquéd with black roses inside and out. Leopard-print carpeting adorns the floor, rear section, and door panels, and the seats are black tufted velour with black patent leather trim.

Not to be outdone, salon owners are also doing their bit to promote women’s wellness. “We don’t just care about our clients’ nails, we care about their health,” says Mercedes DiSandro, who co-owns the Nail and Tanning Boutique in Philadelphia, Pa., along with Dianne Storino. That’s why when they opened their salon to 25 or so clients and their friends one evening last October, not a word was said about nails. Instead, the subject was more serious: breast cancer. DiSandro had invited Barbara DeLuca of the Linda Creed Foundation, a local lobbying group, to address the group. DeLuca showed a video, discussed the need for mammography and breast self-exams, and outlined risk factors.

“I was particularly fascinated to learn about the work of the Breast Cancer Coalition,” says Storion. The Coalition is a grass-roots organization made up of tens of thousands of people across the country who are fighting for money for legislators at every level to make sure $2.6 billion is directed to breast cancer research by the year 2000; the dollar figure relates to the 2.6 million women living with breast cancer in America today. Both DiSandro and Storion urge other salon owners to get involved, and to involve their clients.

Keywords:   breast cancer awareness     charity  



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