Redefining Beauty: Breast Cancer Awareness Campaign

Good afternoon from the Rosé Room!

In recognition of Breast Cancer Awareness Month, Leota is partnering with the American Cancer Society’s New York chapter to help raise awareness and further research. You may have read the press release here or shopped the special collection we created here. We invited survivors to wear our dresses in a multimedia campaign to share their stories. On the morning of the photoshoot, I arrived on set as usual: focused, poised, prepared to be professional and efficient. I had no idea the day would be so powerful. 

This wasn’t just another product shoot, I found myself moved by the survivors’ vulnerability. I was engaged – we were sharing, learning and supporting one another. These women had been through so much and were brave enough to share their stories in the hopes of helping others. Even those of us who have not been affected by the disease directly were compelled to look inward, check-in with our bodies and remember to prioritize our health and wellness. 

We moved from smiles to tears and back again. The day ended in pure joy, in an all-out dance party to Whitney’s Houston “I’m Every Woman” – these women truly are. 

I was reminded of how important it is for women to share their stories, to embrace our authenticity. At Leota, we are redefining beauty so that everyone belongs... What is more beautiful than the strength and resiliency of Latashia Agelink, Kristine Altamura, Yakima Deloatch, Christine Handy and Carrie Kreiswirth. Thank you for sharing your stories with us, we are so grateful.

Join us at the ACS Making Strides Walk in Central Park, New York City this Sunday, October 17th, 2021 from 7:30AM to 11AM. (Entrance: West 66th St & Central Park West.) To register for the walk or learn more about The American Cancer Society click here.

5% of sales from the dresses from our Breast Cancer Awareness Collection will be donated to ACSNY to further cancer research. Shop the collection here.