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Simply the best

Posted by: Phat Mama, 22-Sep-2010

I have in the past attended several fashion related events around the Klang Valley but nothing touched me as much as the launch of Charles & Keith’s seventh outlet at Fahrenheit 88 (formerly KL Plaza mall) in the city centre.

Instead of lanky models with pouting lips and dove eyes walking the runaway the store launch was graced by breast cancer patients who have battled the illness and survived. These women may not have the grace of trained models but their beauty shone through their vibrant and positive characters.

The officiating of the store launch.

Their presence at the event was not mentioned in the press release because it was intended to surprise guests. There were six of these special beauties and one acted as a spokesperson on behalf of the rest to speak about their life changing experience as a cancer patient.

Each of them worked the pink runaway with confidence, showcasing Charles & Keith’s latest collection of footwear, handbags, belts and sunglasses. One of the models even appeared with a classy black floppy ladies hat complete with sunglasses making her look like she just popped out from a fashion magazine.

Every time these women approached the runway, strut their stuff, posed for the cameras and then returned to the changing room for another round of change, they received massive applause repeatedly. Clearly, the appreciation was not just on the clothes they wore or the collections they showcased but it was also intended for their bravery and steadfastness.

The special models for the day gave extra meaning to the event.

PRIDE Foundation (Pink Ribbon Deeds) Communications Manager Priscillia Seelan talked about these women's excitement at being asked to turn themselves into runaway models for the day.

"They were so thrilled when we told them the news," Priscillia said.

"The first thing they wanted to know is if they'be be give a makeover and nice clothes to parade in," she said, obviously happy to have made these women's day.

Priscillia also said that this was the first time that the organisation had involved the participation of t
he patients themselves. Well, I'm hoping there will be more similar events in the future as I believe it helps boost these women's confidence.

The finale.

This particular store launch is especially meaningful for everyone involved as Charles & Keith had introduced its limited edition pink collection in support of PRIDE Foundation (Pink Ribbon Deeds) for breast cancer awareness.

The Pink Collection will be available in all Charles & Keith stores from Sept 24. Part of the proceeds from the sale of the Pink Collection will be donated to the Foundation. This is the first corporate social campaign for Charles & Keith West Malaysia.