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Tommy, Helena & Milla launch Limited Edition Bag to benefit BHI

January 6, 2010 (Netherlands)

Tommy Hilfiger Europe announced 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 beginning 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 first edition of the initiative was supported by Italian actresses, Claudia Gerini and Cristiana Capotondi, who helped raise an incredible 20,000 Euros 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 Euros 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 his creative force with international supermodel and photographer Helena Christensen. Together they raised over 100,000 Euros 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.

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