The Fold for Fashion Targets Breast Cancer

Pink, polished, poised and philanthropic: a dress with serious style

The annual Fashion Targets Breast Cancer appeal is a worthy cause which, in the 20 years it has been operating in the UK, has raised over £14m for pioneering research into the disease. But there is still much to be done, and each year new fashion names come on board to help raise funds.

Mostly these have been from the high street, but this year stalwart supporting brands like Marks & Spencer and Topshop are joined by premium London label The Fold. Set up four years ago by former City executive Polly McMaster, the brand eschews shows and a high profile but has quietly built a reputation as a supplier of must-haves for anyone needing feminine and decorous yet modern dresses for work or occasions, with a fanbase running from Samantha Cameron to Kim Murray.


McMaster’s choice for Fashion Targets Breast Cancer, arriving on April 14, is one of The Fold’s most typical styles: Camelot (pictured), a supremely graceful style – knee-length with a softly pleated A-line skirt, a gently fitted bodice, elbow-length sleeves and a wide, asymmetric waistband that flatters. You have to like pink, of course, but as it’s one of the season’s peak colours, from Gucci to Louis Vuitton, that should not be too hard. Besides, it’s a very good pink, a soft, sophisticated blush that will neither drain nor age you.

In a techno fabric that holds the structure well and does not crush, it is £295, of which 30 per cent goes to the charity. It’s the kind of dress that segues seamlessly from working lunch to spring wedding to smart race meeting, an equally happy partner to a pearl necklace or a tailored straw hat.


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