Juicy Couture has adopted the phrase "Couture Cares" to promote its October breast cancer awareness campaign in Hong Kong (see above). The upscale boutique is selling teensy white T-shirts emblazoned with a pink heart and "Couture Cares" and distributing free fuschia buttons that read "Be Proud to Be Pink."

Why do I care about breast cancer? Three of my close (and young) relatives had breast cancer in the past year. A 20-something friend died of it a few decades back. And my aunt had it, but was in remission for five years before dying of something else.

Why care about cancer? Unless you know someone who's been touched by it, you may not give it much thought. But retailers realize many of us do care about fashion. And that's why I think this is a wonderful link.

We readers and writers of this blog and other fashion magazines are passionate for fashion. The breast cancer awareness folks hope we'll transfer some of that passion to support their cause.

In Hong Kong, Juicy Couture, St. John, Shanghai Tang, and Folli Follie are some of the companies involved in the campaign. Each is selling a unique, stylish and collectible garment or accessory with a portion of proceeds going to cancer research. Each also has retail outlets in the United States.

The Hong Kong Breast Cancer Foundation estimates that 1 in 22 women in Hong Kong stands a chance of developing breast cancer in her lifetime. That's much lower than the risk factor for women in the United States. 

I already know that Sparkle*Shelf readers and bloggers are actively involved in the U.S. National Breast Cancer Awareness Month campaign. Some Sparkle*Shelf bloggers have posted stories about buying pink products.

As part of the promotion in Hong Kong, people are asked to wear pink on Oct. 24. We can also donate to the Hong Kong Cancer Fund and/or the Hong Kong Breast Cancer Foundation anytime.

Nowadays it's as fashionable to be socially aware as it is to be stylish. As Sparkle*Shelf readers and writers, let's be both.