ABC Group and the Children’s Cancer Center of Lebanon (CCCL) held the first fashion show for the kids of the center and the children of ABC Achrafieh mall’s customers. Walking the runway like superstars, the kids showcased the latest fashion trends in the two-hour event, raising awareness on childhood cancers and eliciting moral and financial support from an avid audience with whom the kids’ message of resilience and hope resonated.

The statement fashion show follows CCCL’s Golden Ribbon campaign that was launched in 2014 with the aim of raising awareness on childhood cancers using the golden ribbon, an international symbol of solidarity with kids with cancer. Since its inauguration in April 2002, the CCCL has treated over 1000 children with cancer free of charge thanks to generous donations, and has managed to have an average cure rate of 80%.

Several fashion shops at the ABC Achrafieh mall partook in the event, offering the clothing items modeled by the children on the runway. More shops have followed ABC Department‘s lead to help raise funds for the CCCL by donating 2% of profit on sales made in the week starting on the day of the event and ending on the 22^nd of March.

This fundraising campaign is aligned with ABC’s Corporate Social Responsibility strategic approach in supporting all children-related causes and its commitment to the Lebanese community’s welfare and prosperity, specifically that of its children, the future generation of Lebanon.  ABC Group has been rallying support for and championing the cause of the CCCL children, believing that in their recovery lies that of Lebanon.

The fashion show that brought together CCCL patients and young ABC customers served to reaffirm the “fashion for everyone” statement and to foster a culture of living and giving that asks the Lebanese community to help brighten the children’s faces and future.

In addition to the fashion show, an exhibition of the CCCL patients’ drawings that depict life as they see it, their fears, and their dreams, was held in ABC Achrafieh mall’s ground floor. Proceeds of exhibition will go to the fundraising campaign.