KIABI, a French small-price fashion brand, has renewed together with its KIABI Life Foundation the appointment with the pinkest days of the year, those of October, evocative of campaigns to raise awareness, prevention and health education towards breast cancer.
“Taking action toward an increasingly inclusive world” is indeed the essence of KIABI Life.
The company thus replicated its partnership with A.N.D.O.S. onlus (National Association of Breast Operated Women) to concretely support the fight against a disease that afflicts one in eight women.
For each garment sold, marked with the evocative pink ribbon, KIABI committed to donate €1 to the operation’s partner association in support of all physical, psychological and social recovery activities for women affected by this disease.
KIABI customers also had the opportunity to make a free donation to the association during the checkout process, concurrently with payment for the products purchased.
A pioneer in inclusive fashion, KIABI is always updating its post-operative line through a process of co-construction with customers who have undergone a mastectomy. Thanks to incredible know-how, the collection is constantly evolving, and also includes a sportswear line and a swimwear line.
The objective is that women who have undergone surgery can feel concomitantly comfortable, feminine and fashionable by wearing KIABI garments.
The October Pink collection confirmed itself again in 2022 as a perfect trait d’union between trend and practicality.
Lace and cotton lingerie outfits stand out, ranging from soft to incisive hues, from monochromatic textures to delicate patterns.
We also find sweatshirts, t-shirts, perfect for all morphologies with motivational slogans such as “I pink, I can,” “Strong,” or with geometric and colorful designs. And again, nuit wear with pajamas that are comfortable and still stylish, chenille robes and tote-bags perfect for everyday shopping.
In addition, this year A.N.D.O.S. Onlus animated its presence in some stores in order to spread the prevention message to customers/employees of the French brand. In addition, there were campers in the parking areas of some stores in order to carry out an important prevention campaign carried out by volunteers in the field.
KIABI teaches how shopping can move to the rhythm of solidarity and humanity and that it can become an emblem of encouragement and hope for all women; in fact, in 2021 alone more than €53,000 was raised to support A.N.D.O.S onlus and women affected by this disease in Italy.
A tangible demonstration of what positive, inclusive fashion is, and one that can tell the story of the strength of women, putting them at the center of attention.
KIABI Life throughout the year implements various projects whose common denominator is a humanitarian and charitable spirit. These are local initiatives, close to the concerns and needs of families in the countries where the KIABI brand is present. The sum of these projects takes on an international dimension within which KIABI’s philosophy is felt: facing challenges together, acting pragmatically to achieve quick but lasting results, involving everyone in the action and success of the projects undertaken.
Since it was founded in 1976, A.N.D.O.S. onlus – Associazione Nazionale Donne Operate al Seno has always worked in the direction of promoting, initiating and supporting every initiative aimed at fostering a complete recovery (physical, psychological and social) of women who have undergone breast surgery. A.N.D.O.S onlus relies on volunteers who combine relational empathy, great qualification and expertise, which is constantly improving thanks to the refresher courses and training courses, promoted by the ‘Association and held by University Professors. A.N.D.O.S. onlus has long played an active role in trying to limit as much as possible the negative implications of this disease, from the stage of diagnostic anticipation to that of complete recovery. The A.N.D.O.S. onlus, making its own the indications of the most recent international guidelines, is committed, together with the other associations that deal with breast cancer, to raise women’s awareness of the great importance of diagnostic anticipation, encouraging adherence to mammography screening programs and the establishment of Breast Units, promoting accessibility to care for metastatic women and the territorialization of interventions. A.N.D.O.S. onlus carries out its function through the coordination of local committees located throughout the country.
In 1978, in northern France, KIABI revolutionized fast fashion through the concept of fashion at small prices for the whole family, creating a wide and versatile offer designed for all budgets, styles, and morphologies. 40 years later, the small French brand part of the AFM (Association Familiar Mulliez) group, which also owns Decathlon, Auchan and Leroy Merlin, among others, is now an international group present in 19 countries, with more than 25 million customers and 1.99 billion euros in sales reached by 2021.