Georgia May Jagger, daughter of Jerry Hall, and Mick Jagger have teamed up with British model Pixie Geldof to front the 2012 Fashion Targets Breast Cancer (FTBC) campaign in as series of stunning photographs.
The fashionable duo has launched the nationwide initiative that runs for a total of six weeks to raise funds for charity Breakthrough Breast Cancer. The campaign aims to achieve this through the sale of merchandise including clothes and accessories from high street stores like Debenhams and Laura Ashley.
The Telegraph reported that a host of high street retailers including M&S, Topshop, River Island and Warehouse as well as my-wardrobe.com have created bespoke FTBC pieces under style themes of Festival Fever, Royal Tea Party and Seaside Promenade. As per the FTBC website, there are over 40 products with each one carrying a 30 per cent donation back to Breakthrough Breast Cancer.
The new campaign images by renowned fashion photographer Ellen Von Unwerth feature the models in a series of black and white photographs.
"Our poster campaign has been shot by world renowned photographer Ellen Von Unwerth which features Georgia and Pixie taking to the streets of East London," a blog post on the official Fashion Targets Breast Cancer site mentions.
"Every year Fashion Targets Breast Cancer brings women and fashion together for this vitally important cause, and I'm thrilled to be part of it. I'd love every woman to join me - Buy It. Fight It. Wear Your Support!" the Daily Mail quoted Georgia May Jagger, whose supermodel mother Jerry Hall fronted the campaign for the 10th year anniversary in 2006.
The Fashion Targets Breast Cancer initiative has earlier united some of the world's biggest names in fashion, including Naomi Campbell, Claudia Schiffer, Jerry Hall, Kate Moss, Elle Macpherson, Twiggy and Kylie Minogue.
With the combination of fashion giants including models, photographers and retailers, the initiative has raised over 12 million pounds till date for the work of Breakthrough Breast Cancer.
Catch a glimpse of the new campaign images released featuring Georgia and Pixie Geldof: