In The Pink
Emmy Rossum’s got pink!
The actress is the new face of PiNKiTUDE, a fashion-forward initiative raising money for breast cancer research.
Rossum helped kick off the new PiNKiTUDE campaign at a party at Zune in Los Angeles on Thursday night.
CLICK HERE for more info on the cause and how YOU can help (and shop at the same time)!
[Images by Dimitri Halkidis via WENN.]
Things are getting even rosier for
MGM Consumer Products’ new cause-related marketing initiative, PiNKiTUDE,
with the announcement that actress Emmy Rossum has signed on as PiNKiTUDE’s
official spokesperson. The Golden Globe-nominated actress, who stars as
Bulma in the upcoming feature film “Dragonball,” and who has starred in
“Mystic River” (as Sean Penn’s daughter), “The Phantom of the Opera” (as
Christine) and “The Day after Tomorrow” (as Jennifer Ramsey), will assist
MGM Consumer Products and Susan G. Komen for the Cure in sharing life
saving breast health messages with young women everywhere through the
PiNKiTUDE campaign. A minimum of 5% of the sales of the modern fashion line
targeting teen and young adult women will be donated to Susan G. Komen for
the Cure(R), the global leader in the breast cancer movement.
PiNKiTUDE will kick off with a series of events, starting with an
invitation-only reception hosted by Ms. Rossum and featuring celebrity
deejays Spinderella (of Salt ‘n’ Pepa) and Sean Patrick this month. Also on
tap, is launch of the first PiNKiTUDE “Pop Up Store” which will open on
Saturday, August 16th at 1p.m. The public is invited to this event, which
will be held at Xin Boutique, 8064 Melrose Ave. in Los Angeles.
“As a young woman whose family has personally been affected by breast
cancer, I am grateful for the opportunity to help raise awareness of this
disease by sharing my ‘PiNKiTUDE’ with young women everywhere,” said Emmy
Rossum. “I hope to inspire women like myself to practice breast
self-awareness and to encourage them to live a healthy lifestyle. I am
proud to support Susan G. Komen for the Cure and their promise to end
breast cancer forever.”
The PiNKiTUDE brand initiative is devised to educate young women and
teens on the importance of breast self-awareness, early detection and
treatment of breast cancer while also stressing the importance of a healthy
lifestyle. Leveraging the strength of MGM’s media assets and corporate
relationships to reach consumers on-air, online, at retail, and through
their favorite media, proceeds from the retail merchandise and events will
raise critical funds for Komen for the Cure’s ongoing research and
community outreach campaigns.
The PiNKiTUDE fashion brand is a bold approach to life inspired by
MGM’s beloved and iconic Pink Panther. Encouraging women to live life
completely; take care of their mind, body and spirit and trust in their own
identity. The PiNKiTUDE initiative starts now and will culminate in
October, which is National Breast Cancer Awareness Month.
About Susan G. Komen for the Cure(R)
Nancy G. Brinker promised her dying sister, Susan G. Komen, she would
do everything in her power to end breast cancer forever. In 1982 that
promise became Susan G. Komen for the Cure and launched the global breast
cancer movement. Thanks to events like the Komen Race for the Cure, we have
invested more than $1 billion to fulfill our promise, becoming the largest
source of nonprofit funds dedicated to the fight against breast cancer in
the world. For more information about Susan G. Komen for the Cure, breast
health or breast cancer, visit http://www.komen.org or call 1-877 GO KOMEN.
About XIN
Issho, in Japanese, means ‘together,’ and appropriately represents the
collaborative effort of designer partners Neely Shearer & Gordon Morikawa,
who together opened XIN Boutique, the Melrose Avenue boutique that houses
their fun designs for dresses, separates and jewelry as well as those of
other independent designers. Rated one of the ten best boutiques in the
city, XIN and its Issho fashions have captured the infatuation of
Hollywood’s young celebrities.
About MGM
Metro-Goldwyn-Mayer Inc., through its operating subsidiaries, is
actively engaged in the worldwide production and distribution of motion
pictures, television programming, home video, interactive media, music and
licensed merchandise. The company owns the world’s largest library of
modern films, comprising around 4,100 titles. Operating units include
Metro-Goldwyn-Mayer Studios Inc., Metro-Goldwyn-Mayer Pictures Inc., United
Artists Films Inc., Ventanazul, MGM Television Entertainment Inc., MGM
Networks Inc., MGM Domestic Networks LLC, MGM Distribution Co, MGM
International Television Distribution Inc., Metro-Goldwyn-Mayer Home
Entertainment LLC, MGM ON STAGE, MGM Music, MGM Worldwide Digital Media,
MGM Consumer Products and MGM Interactive.
In addition, MGM has ownership interests in international TV channels
reaching nearly 120 countries. MGM ownership is as follows: Providence
Equity Partners (29%), TPG (21%), Sony Corporation of America (20%),
Comcast (20%), DLJ Merchant Banking Partners (7%) and Quadrangle Group
(3%). For more information, visit http://www.mgm.com.