Marie Keating Foundation and The Brill Building have revealed ‘The Breathless Collection’, a striking new capsule line of clothing and accessories launched during International Lung Cancer Awareness Month.
The early-diagnosis charity aims to use this provocative, education-driven campaign to increase recognition of warning signs such as breathlessness, fatigue, and persistent coughs lasting more than three weeks.
Only 29% of Irish people say they feel well informed around the signs and symptoms of lung cancer. With 2,740 diagnosed and 1,900 lives lost each year in Ireland, Marie Keating Foundation launches the provocative, fashion-led awareness innovation which urges: “Don’t wear the symptoms of lung cancer. Get it checked.”
The Breathless Collection
A central element of the campaign is The Making of The Breathless Collection–a short film that goes behind the scenes as lung cancer researchers, survivors & creatives collaborate to design the garments.
Lung cancer still takes more lives in Ireland than any other cancer, across both men and women. While advances such as immunotherapy and personalised treatments are improving outcomes, early detection remains the key to saving lives.
The five-year net survival rate for lung cancer in Ireland is just 24%, and while this has been slowly improving in recent years thanks to new treatments, awareness of symptoms remains worryingly low.
The Breathless Collection features a gilet, scarf, tote bag, shoes and coffee keep-cup–each designed to physically replicate the hidden weight, restriction and exhaustion people with lung cancer may experience before diagnosis.
The Breathelss Collection was designed in collaboration with leading Irish cancer scientists and lung cancer survivors with support of stylist Cathy O’Connor and shot by photographer Barry McCall.
“This is a creative innovation that really can save lives”, said Roisin Keown, CEO, The Brill Building.
“We know that lung cancer survival rates are proven to improve dramatically when the disease is caught early. However, too often the symptoms can be dismissed as simply the toll of daily life or getting older.
“What does fatigue or breathlessness feel like when it’s something to be concerned about? How will patients realise or loved ones notice? These are the questions creative team Peter Snodden and John McMahon asked.
“The Breathless Collection answers that. Real world impact – that’s what we pride ourselves on creating at The Brill Building.”