In a release, the brand said: "This Breast Cancer Awareness month, we’re sharing the moving stories of Thrivers & Survivors. We spoke to three bad asses who are resilient, inspiring, and changing the way we think about Thrivers & Survivors."
The three stars of the campaign, Cayatanita, Ericka and Nykia, are all survivors of breast cancer and the campaign aims to highlight the "unfair disparities within the health care system for the Black community."
With every style purchased from the new collection, a portion of the proceeds will be donated and split between supporting members of the Black community who have been diagnosed with breast cancer and the other half will be donated to Rihanna's charity, the Clara Lionel Foundation, which funds education and emergency response programmes around the world.
This Breast Cancer Awareness Month we wanted to highlight a few hella Savage Survivors & Thrivers 💖 We teamed up w/ @claralionelfdn & passed the mic to 3 badasses who are resilient, inspiring, surviving & THRIVING, hunny 💅🏿 First, meet @_cayatanita. She's fresh off the #SAVAGEXFENTYSHOW VOL. 2 runway & is here to tell us her story. Check her out then hit up our Stories for even more from Cayatanita. Want all the deets on how we're workin' w/ @claralionelfdn to make a difference in the fight against cancer? Hit up savagex.com 💪🏿 #SavageXThrivers #SavageXSurvivors
A post shared by SAVAGE X FENTY BY RIHANNA (@savagexfenty) on Oct 19, 2020 at 11:44am PDT
Savage x Fenty will also donate up to £250,000 from the sale of the October and November capsule collections to the Clara Lionel Foundation, which the star founded in 2012.
Cayatanita, who was diagnosed with triple-negative breast cancer at the age of 32 in 2018, stars in the campaign. "I started blogging about my experience. Sharing a little bit about what was going on—I felt it was important," she says, "I wanted to make sure I created healthy relationships with people. I built that for myself, my kind of check-in. I have my list of all who I check in on, and they check on me. It’s just nice. You know, they’re my queens. … It makes me feel good that they’re doing okay. And they make me feel confident and empowered."
The campaign follows hot on the heels of the lingerie juggernaut's latest fashion show, which featured the likes of Demi Moore and Paris Hilton.
Shop the Savage x Fenty Breast Cancer Awareness Survirors and Thrivers collection here. Prices start from £9.90.