Gwyneth Paltrow Announced as EIF Ambassador to Saks Fifth Avenue's 2008 KEY TO THE...

Wed Jul 30, 2008 9:05am EDT

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Gwyneth Paltrow Announced as EIF Ambassador to Saks Fifth Avenue's 2008 KEY TO
THE CURE Campaign
Benefit T-Shirt Design By Karl Lagerfeld

NEW YORK, July 30 /PRNewswire/ -- Saks Fifth Avenue and the Entertainment
Industry Foundation (EIF) announced today that Academy Award(R) winning
actress Gwyneth Paltrow has been named the Entertainment Industry Foundation
ambassador for Saks Fifth Avenue's 2008 KEY TO THE CURE campaign. KEY TO THE
CURE is a women's cancer initiative founded in partnership with EIF's Women's
Cancer Research Fund. The program will also receive ongoing support from
Mercedes-Benz USA.
    (Photo:  http://www.newscom.com/cgi-bin/prnh/20080730/NYW052)
    Celebrated designer Karl Lagerfeld created a limited edition t-shirt that
will retail for $40 (over $35 to charity), exclusively to benefit KEY TO THE
CURE. It will debut at Saks Fifth Avenue October 1.
    Saks Fifth Avenue's charity shopping weekend will take place October 16 to
19 at all of its stores nationwide and through saks.com, during which 2% of
sales will benefit local organizations through EIF's Women's Cancer Research
Fund. In support of this program, Ms. Paltrow will appear in a national public
service announcement (PSA) wearing the Karl Lagerfeld limited edition t-shirt.
    In the 10 years since the inception of the Saks Fifth Avenue charity
shopping event, the company, together with its vendors and partners, has
raised more than $28 million.  The money raised through Saks Fifth Avenue's
2008 KEY TO THE CURE will build on this success through EIF's Women's Cancer
Research Fund, benefiting more than 50 charitable programs dedicated to
finding new detection methods, better treatments and eventual cures for
women's cancers.
    "KEY TO THE CURE is one of Saks Fifth Avenue's most important initiatives
because of the numbers of people within our communities who are affected by
cancer and depend on both the advancement of research and the efforts to
ultimately find a cure," said Steve Sadove, Chairman and CEO, Saks Fifth
Avenue. "We are so proud to have hosted this shopping weekend for the past
nine years and are truly privileged to have the support of Karl Lagerfeld and
Gwyneth Paltrow in our momentous 10th anniversary year."
    Renowned photographer Julian Broad generously donated his time to
photograph Ms. Paltrow for the campaign. Mr. Broad is an acclaimed
photographer who, in over 20 years of freelancing, has worked on prestigious
advertising campaigns and published editorial work in distinguished magazines
such as Vanity Fair and Harper's Bazaar. He has also photographed a wide range
of celebrities, including Naomi Watts and Viggo Mortensen. The KEY TO THE CURE
PSA will appear in major fashion and lifestyle magazines in September and
October.
    For the sixth consecutive year, Mercedes-Benz USA is proud to partner with
the EIF Women's Cancer Research Fund and Saks Fifth Avenue in KEY TO THE CURE.
Mercedes-Benz USA has raised funds for women's cancer research through sales
of an exclusive special edition vehicle, and for this year's campaign,
Mercedes-Benz will offer the special edition version of its 2009 S550 Sedan.
An icon that represents the best in automotive design, performance, luxury and
safety, this Special Edition S550 Sedan features exclusive Diamond White
metallic exterior paint, Sahara Beige and black interior, 20-inch AMG 5-spoke
wheels with high-performance tires, and a 5.5-liter, 382-horsepower V-8 engine
which rockets this sedan from 0-60 mph in only 5.4 seconds.
    As elegant as it is powerful, the new Special Edition S550 Sedan will be
offered at Mercedes-Benz dealerships this September and will help raise funds
for new cancer treatments as well as education and prevention. Mercedes-Benz
USA expects to raise $1 million this year for KEY TO THE CURE through sales of
only 1,000 special edition vehicles, bringing the total amount raised by
Mercedes-Benz USA for women's cancer research to over $6 million.
    To celebrate the 10th Anniversary of KEY TO THE CURE and give a voice to
those the campaign supports, Saks Fifth Avenue, EIF and Mercedes-Benz USA will
co-sponsor a road trip, during which blogger Lori Raimondo will travel in the
special edition Mercedes-Benz to eleven Saks Fifth Avenue stores. Lori will
begin the journey in San Francisco and make stops in Beverly Hills, Phoenix,
Dallas, New Orleans, Atlanta, Indianapolis, Chicago, Chevy Chase, Boston and
New York. The Saks Fifth Avenue store in each city will host Lori and
introduce her to local businesses, media and community partners, including
cancer survivors who support the KEY TO THE CURE initiative. Lori will blog
about her trip on www.saks.com/kttc, where readers can share their personal
stories.
    Saks Fifth Avenue initiated its shopping weekend in 1999.  Since then, the
company has donated over $28 million to women's cancer research and treatment
organizations throughout the United States. Organizations benefiting from
these funds include:  EIF's Women's Cancer Research Fund, The Breast Cancer
Research Foundation, the Cleveland Clinic, Boston's Dana-Farber Cancer
Institute, the Nevada Cancer Institute and many others.
    The Women's Cancer Research Fund (WCRF), a program of the Entertainment
Industry Foundation, was established by Chairs Rita Wilson, Tom Hanks, Kate
Capshaw and Steven Spielberg, along with Founders Kelly Chapman Meyer, Anne
Douglas, Quinn Ezralow, Marion Laurie and Jamie Tisch. WCRF supports
innovative research, education and outreach directed at the development of
more effective approaches to the early diagnosis, treatment and prevention of
all women's cancers.
    As a philanthropic leader in the entertainment industry, the Entertainment
Industry Foundation has distributed hundreds of millions of dollars and
provided countless volunteer hours to support charitable initiatives
addressing some of the most critical issues facing society today. For more
information, visit www.eifoundation.org.
    Saks Fifth Avenue, one of the world's pre-eminent specialty retailers, is
renowned for its superlative American and international designer collections,
its expertly edited assortment of handbags, shoes, jewelry, cosmetics and home
furnishings and the first-rate fashion expertise and exemplary client service
of its Associates. Today, Saks operates 53 full-line stores in 25 states, 3
licensed stores in the Middle East and 1 licensed store in Mexico City, 48
Saks Fifth Avenue OFF 5TH stores and saks.com, the company's online store.
SOURCE  Saks Fifth Avenue

Lesley Langsam Kennedy of Saks Fifth Avenue, +1-212-451-3799,
lesley_langsam@s5a.com; or Maurine Slutzky of Entertainment Industry
Foundation, +1-213-240-3923, mslutzky@EIFoundation.org
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