Luxury clothing brand Stella McCartney is proud to launch its seventh-annual campaign in honor of Breast Cancer Awareness Month, and it might just be the most fun campaign yet.
This October, the brand has collaborated with Netflix’ popular show Sex Education. Titled “Toilet, Teeth, Tits (TTT)," the campaign promotes regular breast self-examinations as part of a usual morning routine for women of all ages via a hilarious video clip starring Sex Education characters and some unique, charitable Stella McCartney t-shirts.
Breast cancer causes more deaths worldwide than any other cancer, and countless women missed their mammograms during lockdown, so this campaign is more timely than ever.
This campaign is an ideal match for Sex Education, whose first season was streamed by more than 40 million households in the first four weeks of its release. The show portrays teenagers honestly and sensibly, while emphasizing important topics like sex and sexuality.
“Breast cancer is a horrific disease that has brought so much pain to women and families around the world, including my own, and I am proud to partner with a global service like Netflix and the wonderful talent of Sex Education so that our Breast Cancer Awareness 2021 campaign can reach women everywhere,” Stella McCartney states in a press release. “We need levity more than ever, and I have always believed in bringing humor to fashion. Now, we are using it as a tool to remind women of all ages to check their breasts, especially younger women who may not be aware they need to or skipped mammograms during lockdown.”
Replacing the annual limited-edition lingerie set, exclusive TTT tees were launched in Stella McCartney’s Winter 2021 ready-to-wear collection. Embroidered with the campaign motto “Toilet, Teeth, Tits,” the boxy, pale-blue TTT shirts are made of organic cotton with heat-reactive dye that turns pink when touched as a reminder of the campaign’s goal of self-examination.
For each t-shirt sold, the clothing brand will donate one Louise Listening post-mastectomy bra, a garment that offers stylish and feminine comfort for women who have undergone a mastectomy as part of their breast cancer treatment. A minimal donation of 10,000 bras has been promised.
The campaign’s TTT hero video is a comedic, informative sketch starring cast members Aimee Lou Wood, Chinenye Ezeudu, Sami Outalbali, Mimi Keene, Chanel Kular and Simone Ashley in character. The video emphasizes the importance of self-examination and dispels myths about breast cancer. It's also supported by an educational packet and a cameo of Stella McCartney on the show.
“I’m really excited to join the Stella family to promote such a good cause,” Sex Education cast member Chinenye Ezeudu is quoted. “In the words of Bimini Bon Boulash, ‘nipples are the eyes of the face,' so let’s keep our eyes open and our hands on our tits!”
Launched in 2001, Stella McCartney has always had a focus on sustainability and the use of environmentally-friendly materials. Stella launched her Breast Cancer Awareness campaign with Kate Moss in 2014 and has honored the cause ever since.
Photography by: Courtesy Stella McCartney and Netflix