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Paltrow to do 'KEY TO THE CURE', T-Shirt Design campaign
31
Jul '08
Saks Fifth Avenue and the Entertainment Industry Foundation (EIF) announced that Academy Award winning actress Gwyneth Paltrow has been named the Entertainment Industry Foundation ambassador for Saks Fifth Avenue's 2008 KEY TO THE CURE campaign.

KEY TO THE CURE is a women's cancer initiative founded in partnership with EIF's Women's Cancer Research Fund. The program will also receive ongoing support from Mercedes-Benz USA.

Celebrated designer Karl Lagerfeld created a limited edition t-shirt that will retail for $40 (over $35 to charity), exclusively to benefit KEY TO THE CURE. It will debut at Saks Fifth Avenue October 1.

Saks Fifth Avenue's charity shopping weekend will take place October 16 to 19 at all of its stores nationwide and through saks.com, during which 2% of sales will benefit local organizations through EIF's Women's Cancer Research Fund.

In support of this program, Ms. Paltrow will appear in a national public service announcement (PSA) wearing the Karl Lagerfeld limited edition t-shirt.

In the 10 years since the inception of the Saks Fifth Avenue charity shopping event, the company, together with its vendors and partners, has raised more than $28 million.

The money raised through Saks Fifth Avenue's 2008 KEY TO THE CURE will build on this success through EIF's Women's Cancer Research Fund, benefiting more than 50 charitable programs dedicated to finding new detection methods, better treatments and eventual cures for women's cancers.

"KEY TO THE CURE is one of Saks Fifth Avenue's most important initiatives because of the numbers of people within our communities who are affected by cancer and depend on both the advancement of research and the efforts to ultimately find a cure," said Steve Sadove, Chairman and CEO, Saks Fifth Avenue.

"We are so proud to have hosted this shopping weekend for the past nine years and are truly privileged to have the support of Karl Lagerfeld and Gwyneth Paltrow in our momentous 10th anniversary year."

Renowned photographer Julian Broad generously donated his time to photograph Ms. Paltrow for the campaign. Mr. Broad is an acclaimed photographer who, in over 20 years of freelancing, has worked on prestigious advertising campaigns and published editorial work in distinguished magazines such as Vanity Fair and Harper's Bazaar.

He has also photographed a wide range of celebrities, including Naomi Watts and Viggo Mortensen. The KEY TO THE CURE PSA will appear in major fashion and lifestyle magazines in September and October.

For the sixth consecutive year, Mercedes-Benz USA is proud to partner with the EIF Women's Cancer Research Fund and Saks Fifth Avenue in KEY TO THE CURE.

Mercedes-Benz USA has raised funds for women's cancer research through sales of an exclusive special edition vehicle, and for this year's campaign, Mercedes-Benz will offer the special edition version of its 2009 S550 Sedan.


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