NEW YORK — FFANY and QVC are thinking big for this year’s breast cancer fundraiser.
Organizers of the 17th annual QVC Presents “FFANY Shoes on Sale” gala and charitable shoe sale — set for Oct. 13 at the Frederick P. Rose Hall at Lincoln Center in New York — have nabbed Fergie as the event’s celebrity spokesperson.
“Part of what makes Shoes on Sale such an amazing event is that all the money raised goes straight to research, which pushes us that much closer to finding a cure for breast cancer,” Fergie said last week. “Being able to support that kind of work by shoe shopping, which women love anyway, is such a great concept, and I’m happy to help raise awareness for the event.”
FFANY President Joe Moore said the songstress was always high on FFANY’s celebrity wish list, but “now that she’s a superstar,” even more so. “Most important, she wants to do it because of the cause,” Moore said.
Fergie is expected to be on hand at the event and will also appear in Shoes on Sale public service announcements running in September and October fashion magazines.
In addition, this year will mark the unveiling of the FFANY Jodi Fisher Humanitarian Award, which honors the late Jodi Fisher, one of Shoes on Sale’s co-founders. The inaugural award will be given to two recipients: Sidney Kimmel, founder and chairman of Jones Apparel Group Inc., and Ron Fromm, chairman and CEO of Brown Shoe Co.
“Jodi was totally dedicated to this project for 16 years, and we wanted to memorialize her by having her name on the award,” Moore said.
“Jodi Fisher was a pioneer in championing support for breast cancer research,” Fromm added. “It’s only fitting that FFANY’s highest philanthropic honor bears her name, and I’m touched and humbled to be one of the first recipients.”
Kimmel, who has made major contributions to the cancer fight over the years, said he, too, was “humbled” to receive the award, “in particular to recognize the memory of Jodi.”
“The worlds of fashion and cancer research are two in which I have spent my entire adult life, so it will be a proud moment for me to be honored by FFANY,” Kimmel said.
The event will kick off with a cocktail reception, and this year attendees also will be treated to a 30-minute concert, as well as the awards presentation. Moore said the musical act will be announced in the coming weeks.
With all the event’s new features, Moore said the organization hopes to raise at least $4 million in donations this year, after averaging $2.5 million to $3 million in previous years. To date, Shoes on Sale has donated more than $32.5 million in net proceeds to fund cancer-research organizations nationwide.
“It will be a monumental event,” Moore said. “It will also probably be a little more emotional than ever.”