Marking the third year of collaboration with Living Beyond Breast Cancer (LLBC), Alexis Bittar announces the brand’s new breast cancer awareness Initiative. Teaming up with renowned hairstylist Jimmy Paul, the designer invited five women undergoing active breast cancer treatment to be interviewed for Bittar’s campaign.

LBBC’s mission focuses on providing support to individuals facing diagnosis. The organization assists with rent payments, organizing transportation for cancer therapies, creating support networks for affected families, offering therapy support for children of women diagnosed with breast cancer, and generating advocacy-related employment opportunities within their organization.

Keneene Lewis | Courtesy of Alexis Bittar

All five participants underwent a transformative experience orchestrated by Jimmy Paul, who assisted them in expressing their individual style preferences through their hair. Some participants chose to be photographed bald, proudly displaying their current appearance, while others showcased their regrowing hair.

Michelle Anderson-Benjamin | Courtesy of Alexis Bittar

For two of the women, wigs provided by the True Indian Hair Company were fitted and styled by Paul. Each woman had a unique, artistic vision for the photoshoot and brought with them a chic outfit of their choosing to coordinate with their Alexis Bittar jewelry.

Jenny Burkholder | Courtesy of Alexis Bittar

Bittar conducted one-on-one interviews in his home, making room for a more safe and seclusive environment. Spending the day together, the participants opened up about the struggles they have endured and discovered their “Phoenix rising” moment — the title of the brand’s ongoing narrative. Each woman shared a distinctive story highlighting their approach to coping with their diagnosis. 

Megan Rutt | Courtesy of Alexis Bittar

Each interview served as a cornerstone of the initiative. The conversations were centered around a poignant question: “Through fear of loss, what have you gained?” The responses ranged from finding beauty in trauma, advocacy, and thoughts on child rearing to spirituality, grace, and an overall renewed outlook on life.

Emily Hunt | Courtesy of Alexis Bittar

“It’s a cheesy saying, but you don’t know how strong you are until being strong is your only choice. Until you’re tested, you don’t know what you’re capable of.”

Emily Hunt

On October 4th and 5th for 48 hours only, Alexis Bittar will be donating 50% of all sales across his six free-standing boutiques and his website directly to Living Beyond Breast Cancer (see website for locations).

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