October is Breast Cancer Awareness Month, and reports show that breast cancer rates are rising, particularly among women under 50. That makes regular screening and early intervention more critical than ever — and the Virginia Breast Cancer Foundation (VBCF) is working to make these services more accessible across the state.

On Friday, Oct. 3, the organization will raise funds for its public health mission through the Power of Pink Luncheon.

One of VBCF’s biggest annual events, the luncheon typically features a lineup of speakers and the presentation of awards to outstanding community members. This year, however, the organization is taking a different approach: A fashion show featuring models who are each at a different stage of their breast cancer journey.

Dubbed “Fashion on the Journey,” the show highlights realities of breast cancer that go beyond surface appearances. The concept of style reflects not only our relationship with our bodies — a complex dynamic in itself — but also our sense of self shaped by experience and the gaze of the outside world.

Normally, those nuances of style are private or go unspoken. By using fashion to bring survivors’ stories to the foreground, VBCF aims to help people overcome the fear that can accompany taking an active role in their health, says Director of Development Shelley Callahan.

“Personal health is hard for people to talk about, but people in the breast cancer community want to encourage conversations about early detection as much as possible,” says Callahan, a well-known community organizer in Richmond. “They want to share their stories so that people know it’s never too early to advocate for yourself and explore the resources that are available if you need support.”

The 14 models participating in the show — ages 34 to 74 — will wear clothing and accessories from their own lives, each with personal significance. Their choices demonstrate how presentation intersects with identity within the context of illness.

“We see the value of their story being told, and of showing how their style changed the way they felt in relation to their bodies.” — VCBF Director of Development Shelley Callahan

One participant shared that while she had shaved her head by choice in the past, losing her hair during chemotherapy was a completely different emotional experience. Instead of hiding the change, she embraced it by wearing larger, more vibrant accessories.

Another model once wore only high necklines to cover her port site scar, until her daughter suggested reframing the scar as a point of pride and a symbol of survival — transforming both her perspective and style.

As the models walk the runway in swimwear, activewear, eveningwear and more, personal statements they have written about their experiences will be read aloud by Reba Hollingsworth of CBS 6, a regular emcee for VBCF events.

“We wanted them to style themselves and have those looks be supported by a narrative,” Callahan says. “We see the value of their story being told, and of showing how their style changed the way they felt in relation to their bodies.”

In light of present and potential public health budget cuts, VBCF relies on events like the Power of Pink Luncheon to advance a mission that Callahan says is shared by everyone involved: advocating for greater attention to breast cancer prevention and treatment.

“The absolute goal in these community-building efforts is to make sure as many people as possible have the most basic understanding of breast health and recognize the importance of early detection to improve survival rates,” she says.

The Power of Pink Luncheon will take place on Friday, Oct. 3 at The Jefferson Hotel, located at 101 W Franklin St.