today | EVENTS 20 ENSTO TODAY 1/2016 ensto Fight against BREAST CANCER and beauty standards Monokini 2.0 is an art project that re-examines popular culture's narrow view of a woman's ideal appearance. It strives to expand what is accepted and considered beautiful by designing a swimwear collec-tion for women who have gone through breast cancer. The project culminated in October 2015 in a charity fashion show created completely with the help of volunteers and sponsors. The 90-year-old Yrjönkatu swimming hall in downtown Helsinki pro-vided a beautiful backdrop for the show. Contribution, support and positive energy Ensto's Marketing Communications Manager Kaisa Kaikkonen was one of the brave models on the catwalk. "I was so happy to be able to do something so unique, and for a good cause," says Kaikkonen. "The response of the audience when walking down the catwalk, all the emotion and support and positive energy, it's something I'll never forget." Contributions made during the show were donated to the Finnish Cancer Foun-dation for breast cancer research. Ensto was one of the companies spon-soring the event. Also, one of the driving forces of the event was Ensto’s third gen-eration owner Anna Miettinen who was the event's producer. One, two or none – you are beautiful no matter what Swimwear is conventionally designed for women who haven't had a mastectomy. The fact is that many women who have had one breast removed due to breast cancer do not opt for breast reconstruction opera-tion; they wish to continue their lives with one or no breasts at all. Shops have clothes and swimwear only for women with two breasts. Women with breast cancer tell it's very difficult to find clothes that fit them well and look good on them. The creative leaders and creators of Monokini 2.0 Katriina Haikala and Vilma Metteri asked a group of Finnish fashion designers to design a swimwear collec-tion. As a result the Monokini 2.0 project has 10 haute couture bathing suits, 10 beautiful photographs and 10 empow-ered women and a world-touring photog-raphy exhibition. "With this project we want to say that any woman, with one or two breasts, can feel complete, lovely and beautiful,” says Metteri, “…no matter how much pressure our environment and culture place on us," adds Haikala. Let's fight breast cancer! According to the World Cancer Research Fund, breast cancer is the most common cancer in women worldwide, and second most common cancer overall, with nearly 1.7 million new cases diagnosed annu-ally (latest research result being from 2012). This represents about 12% of all new cancer cases and 25% of all cancers in women. One woman in eight suffers from it at some point of their life. About 40% of Finnish breast cancer survivors decide to continue their life with one ore no breasts after their mastectomy. There are multiple ways of raising awareness and fighting back. Besides donating to breast cancer research, you can start by joining the Monokini movement. www.monokini2.com www.facebook.com/Monokini2 Monokini 2.0 leaders and the hosts of the show, Vilma Metteri (far left) and Katriina Haikala (second from right) on the catwalk with the models. Ensto's Kaisa Kaikkonen on the far right.
EnstoToday 2016 No1 / ENG
To see the actual publication please follow the link above