Sharon Osbourne and daughter Kelly Osbourne have teamed up to promote this year's Breakthrough Breast Cancer charity campaign, Fashion Targets Breast Cancer.
The campaign joins up fashion retailers with famous faces to create a range of stylish items that enable the public to 'wear' their support, with a minimum of 30 per cent of the price going to charity.
The topic is close to the Osbournes' hearts as Sharon, 60, underwent a preventative mastectomy a year ago on discovering she carried the BRCA gene that ups the risk of breast cancer by 85 per cent.
Sharon said: "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."
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She added: “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."
Kelly Osbourne. 28, added, "I’m so happy to be in the campaign with the most important woman in my life – my mum."
The mum and daughter duo aren't the only ones putting their face to the campaign. Fashion designer mum Pearl, 43, and her model daughter Daisy, 24 also took part in a photoshoot to highlight the mother-daughter bond.
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Retailers involved include M&S, River Island, Warehouse, Topshop, Coast, Laura Ashley and My-Wardrobe.com and Debenhams and pieces are on sale for all budgets.