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Fatigues to Fabulous Campaign

Posted by Lisa Calixto on September 8, 2011 12:00 PM EDT
Lisa Calixto photo

Fatigues to Fabulous (F2F) is a national campaign dedicated to raising awareness of the unique issues facing our women veterans by

       Using the power of the fashion industry to raise awareness  

       Beginning a national dialogue on the issues and challenges affecting military women

       Raising funds to support research and the development of services


The Fashion Industry Honors Women Veterans

Fatigues to FabulousTM Campaign Launched at Mercedes-Benz Fashion Week September 2011

 There are nearly 2 million women veterans in America today.  They serve our country and return to face unique challenges – challenges that can interfere with their ability to lead the healthy and productive lives they deserve.   


The inaugural F2F fashion event was held at Mercedes-Benz Fashion Week (MBFW) in Lincoln Center’s Courtyard on Thursday, September 8, 2011, at 12:30 pm ET.  This was a tremendous opportunity to leverage the power of fashion week with its glamour and media attention to shine a spotlight on the unique issues affecting these deserving women.


Flag.jpgThe event featured six women veterans dressed by top American designers including Calvin Klein and Donna Karan. The event honored their service to our country and recognized the challenges they face as they come home. These veterans shared their stories – so that our country will better understand their experiences and their needs. The event ended with a moving rendition of “Amazing Grace” by Anne Marie Faison, a U.S. Army veteran who served for 20+ years and retired in 2009 as a wounded warrior.  



Watches.jpgTo commemorate the F2F campaign launch, DKNYC is unveiling a very special commemorative watch that was worn by each of the women veterans during the event. The watch is available on HSN.com. You can purchase it by visiting http://bit.ly/n6nlWN. It retails for $59.95.  A portion of the sales will go to the Society for Women’s Health Research and Give an Hour™ to benefit initiatives that support our nation’s women veterans.

To promote the campaign launch, F2F has mounted a large-scale social media campaign on Facebook, Twitter, YouTube, and other digital channels.  In addition, participating partners staged a national media blitz to promote the cause, the event, and the sale of the watch and to provide additional information about the F2F campaign.

Lead Nonprofit Partners


SWHR.jpgSociety for Women’s Health Research is a nonprofit organization whose mission is to improve the health of women through research, advocacy, and education.


GAH.jpgGive an Hour™ is a nonprofit organization that provides free mental services to returning troops, their families, and their communities.   

Industry Partners

IMG Fashion



Campaign Sponsors

Johnson & Johnson


American Airlines



How can you join the effort?

  • Become a sponsor
  • Provide in-kind donations for products and/or services
  • Use your social network to tell people about this campaign and the DKNYC Commemorative Watch 
  • Start talking about the need for research and resources for women veterans  


For sponsorship details, please contact Ronnie Denn at (561) 393-1273 or for information about the campaign, please contact Celia Straus at (202) 255-3689


awareness, campaign, f2f, fashion

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