Sharon Osbourne is fronting a "vital" breast cancer campaign just one year on from having a preventative double mastectomy.
The former X Factor judge, who suffered from colon cancer, has teamed up with her daughter Kelly for this year's Fashion Targets Breast Cancer campaign which launches on Monday.
The Osbourne duo will be joined on billboards nationwide by designer Pearl Lowe and her model daughter Daisy.
The famous mother and daughter pairings are urging the public to "Wear Your Support" and buy something from the campaign's collection.
Funds will be raised for Breakthrough Breast Cancer through the sale of specially designed products from high street shops.
Osbourne underwent a preventative double mastectomy after discovering she carried the BRCA gene which increases the risk of developing breast cancer by up to 85%, and said she wants people to "embrace" this campaign.
"Every year Fashion Targets Breast Cancer unites people for this vitally important cause, a cause that is particularly close to my heart. On discovering I carried the BRCA gene, having a double mastectomy just made sense to me - I want to ensure I'm there for my family for the future.
"I hope that everyone in the UK really embraces the campaign this year. I know only too well the importance of the research this campaign funds - it's vital that their scientists can keep making breakthroughs to improve the lives of women affected by the disease. So everyone please join in and wear your support," she said.
The fashion initiative, started by Ralph Lauren in 1994, has previously featured stars such as Kylie Minogue, Yasmin Le Bon and Kate Moss.
Retailers involved in designing pieces for this year's campaign include M&S, River Island, Warehouse, Topshop, Coast, Laura Ashley, my-wardrobe.com and Debenhams, with all pieces carrying a minimum 30% donation.