As part of Balenciaga's S/S 21 collection, which will be hitting stores and online boutiques on 1 October 2020, the house are launching the We Are Pink capsule, a series of unisex products created in support of breast cancer prevention research. Jewellery and clothing will feature the symbol for breast cancer awareness, a looped pink ribbon, and on the backs of hoodies, long-sleeves, and T-shirts, the slogan WE ARE PINK is featured above a Balenciaga logo.
10% of proceeds from Balenciaga We Are Pink products will help fund a research program at Institut Curie, which is looking into the utility of a way to detect breast cancer relapse earlier, by checking for tumour DNA through a simple blood draw. Institut Curie is France's leading cancer centre, which combines research with a hospital group that treats all types of cancer, including the rarest. It was founded in 1909 by Marie Curie.