Tommy Hilfiger with Milla Jovovich & Helena Christensen launch the 2010 limited edition bag for the benefit of Breast Health International
AMSTERDAM, THE NETHERLANDS (December, 2009) - Tommy Hilfiger Europe announced today the fourth in a series of limited edition bags to benefit Breast Health International, a globally renowned organization committed to finding a cure for breast cancer. This year, Tommy Hilfiger has partnered with international supermodel and actress Milla Jovovich as ambassador for the program. International supermodel and photographer Helena Christensen will also partner with Tommy Hilfiger by photographing Milla Jovovich. The limited edition bag will be sold in select Tommy Hilfiger flagship stores, in key selected department stores and wholesale clients in Europe from April 2010.
"I am excited to work with Milla Jovovich and Helena Christensen in our continued support of the Breast Health International," said Tommy Hilfiger. "With the limited edition bag series we've been able to contribute to building breast cancer awareness, and offer our customers an opportunity to make their contribution as well."
"As a devote supporter of charitable causes, I really am grateful to be the ambassador for Tommy Hilfiger's initiative to support Breast Health International," said Milla Jovovich. "To be a part of such an inspirational initiative is an incredible honor, and I hope that through our partnership we can help make a difference in the thousands of lives touched by the horrible disease."
Former ambassador of the limited edition bag initiative and international supermodel, Helena Christensen, continues her partnership with Tommy Hilfiger. For this edition of the initiative, Helena has lent her creative talent to Tommy Hilfiger, by photographing Milla Jovovich. The campaign breaks in key fashion publications, in March 2010, while the images will also feature on all promotional materials for the initiative.
The Tommy Hilfiger limited edition bag will retail at €279 with fifty percent of the proceeds going to ‘Fund for Living' — an on-going global campaign initiated by Breast Health International to support those diagnosed with breast cancer. The program helps fund small but essential needs not usually covered by health insurance that assist those fighting breast cancer to get back to their normal lives without financial constraints.
The first edition of the initiative was supported by Italian actresses, Claudia Gerini and Cristiana Capotondi, who helped raise an incredible €20,000 for Breast Health International. In 2008, Tommy Hilfiger teamed up with Carla Bruni - France's first lady - for the promotion of a tote bag. Together they raised over €100,000 through sales of the bag and through a charity auction event at Tommy Hilfiger's flagship store on Rue St. Honoré. In 2009, Tommy Hilfiger combined creative forces with international supermodel and photographer Helena Christensen. Together they raised over €100,000 through sales of the limited edition bags, as well as through three charity auction events, which took place at the Tommy Hilfiger flagship stores in Milan, Cologne and Paris.
About the Tommy Hilfiger Group
With a premium lifestyle brand portfolio that includes Tommy Hilfiger and Hilfiger Denim, The Tommy Hilfiger Group of Companies is one of the world's most recognized designer apparel groups. The Group's focus is designing and marketing high-quality menswear, womenswear, children's apparel and denim collections. Through select licensees, the Group offers complementary lifestyle products such as accessories, fragrances and home furnishings. Tommy Hilfiger Group merchandise is available to consumers worldwide through an extensive network of dedicated retail stores, leading specialty and department stores and other carefully controlled distribution channels. For additional information about the Tommy Hilfiger Group of Companies, please visit www.tommy.com.