Soeren Le Schmidt crafts Denmark’s breast cancer awareness ribbon

Each year, the Cancer Foundation in Sweden and Norway selects a local designer to imagine the year’s breast cancer awareness ribbon. Now, for the very first time, Denmark is following suit, tapping Soeren Le Schmidt to put his own luxe take on this year’s ribbon. When Kræftens Bekæmpelse approached Le Schmidt to design this year’s Støt Brysterne ribbon, saying yes felt like “the most natural thing”. “To be able to use my creativity and voice to shed light on something so serious and so widespread – it’s both a responsibility and a privilege,” says Le Schmidt. “I saw it as an opportunity not just to design something beautiful and symbolic, but also to stand in solidarity with the many women who are fighting, surviving, and remembering.”

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Though Le Schmidt was given “complete creative freedom”, he knew immediately he didn’t want to veer too far from the classic pink ribbon. “When people think of the ‘Støt Brysterne’ campaign, the pink ribbon is such a strong and iconic symbol – so I knew this piece had to honour that legacy,” he says. And so, in keeping with his prowess for custom red carpet gowns, the designer crafted a plush, decadent iteration of the ribbon. Rendered in a satin weave (a material that often plays into his designs), the ribbon comes in both soft pink and deep bordeaux. “Its shape is designed to feel both refined and expressive – a subtle nod to individuality and strength,” says Le Schmidt. “My hope is to see both women and men wearing it with pride in the streets – not just as a symbol of support, but as a personal, creative statement.”

To give the piece a bit more versatility, Le Schmidt paired it with a matching chord. While it can still be worn traditionally, on the chest (“Close to the heart,” Le Schmnidt notes), it can also be wrapped around one’s hair, tied to a handbag or onto one’s shoelaces. “I also wanted the ribbon to invite playfulness and individuality,” says the designer. “I hope those who buy it will challenge themselves to wear it in new and unexpected ways.”

For the accompanying campaign (the exclusive BTS of which you find here), Le Schmidt is captured with renowned actor Sofie Gråbøl, who has been open about her own battle with breast cancer. After being diagnosed in late 2013, Gråbøl underwent what she describes as a “year from hell”, taking a brief hiatus from acting before returning to the spotlight in 2014. In the years since, she has been a powerful voice for breast cancer awareness. “I’ve known Sofie for some time, and it was truly a joy to work with her on this shoot. She brings such grace, strength, and presence — both in front of the camera and behind the scenes. There’s a quiet intensity about her that makes any collaboration feel meaningful,” says Le Schmidt, adding, “her courage and openness are incredibly inspiring, and it added a powerful layer of authenticity to this project.”

In Denmark, over 5,000 women are affected by breast cancer each year. The ribbon remains an enduring symbol – a statement worth making. "Breast cancer is a devastating disease, and the statistics speak for themselves — far too many women are affected by it, directly or indirectly,” says Le Schmidt. “It’s a statement about compassion and hope. It’s about spreading awareness, starting conversations, and bringing people together for an important cause.”

Soeren Le Schmidt’s Støt Brysterne ribbon will be available at selected retailers across Denmark from August 29th 2025.