Pfizer and F5 team up for Cancer Awareness Fashion Show at Shanghai Fashion Week 2024
During the 2024 Shanghai Fashion Week, independent creative agency F5 Shanghai partnered with Pfizer to host a special fashion show themed “Make Invisible Visible,” aimed at raising public awareness about cancer prevention and early screening.
The show was a collaboration between F5 Shanghai, several fashion designers, and Pfizer’s oncology team, featuring a total of six outfits. Each ensemble represented the early, mid, and late stages of lung and breast cancer, respectively. By merging fashion expression with design expertise and Pfizer’s medical insights, the garments visually illustrated the invisible changes that occur during the different stages of cancer cells and their psychological impact on patients. The goal was to highlight the importance of prevention and early detection.
This fashion show is part of Pfizer’s celebration of its 175th anniversary and its 35th year in China, aligning with its “Outdo Yesterday” campaign that aims to “outdo cancer.” Wang Yu, the general manager of Pfizer’s oncology business in China, shared that Pfizer aims to launch over 15 new cancer treatments or indications in the country by 2030. The fashion show serves as an opportunity for prospective employees to witness Pfizer’s ambitions in China.
At the event, Li Jinhui, General Manager of Pfizer’s Hospital Emergency, Hematology, and Rare Diseases Business Unit in China, said: “By using clothing as an extension of the body and a metaphor, this event showcases the development process of the world’s two most common cancers—breast and lung cancer—in a tangible way. Through this approach, we aim to raise public awareness about the importance of early diagnosis and proactive screening, so that we can save more lives sooner.”
This is the third collaboration between F5 Shanghai and Pfizer, which started in 2020 and has launched two previous campaigns: Mozart 80 and The Health Constellation. Both received overwhelmingly positive results, significantly contributing to Pfizer’s brand-building efforts.
