The festive spirit has already taken hold, with a number of retailers hoping to boosts sales while appealing to charitable shoppers. Luxury leather accessories brand MCM hosted a fund-raiser in aid of the Hong Kong Hereditary Breast Cancer Family Registry.
At last Friday's event, tai-tais and celebrities dressed in pink to echo the theme, including actress Carina Lau Kar-ling, and models Mandy Lieu, Mikki Yao and Janet Ma Sze-wai.
To flaunt their assets and raise awareness about breast cancer, many wore corsets at the event, including Lieu, Yao and model Angie Ng.
The brand's Seoul-based chairwoman, Sung-joo Kim, did not attend but a message from her was read out. "I believe all women should be free from this disease. We are here to aid in the empowerment of resources for optimism and confidence for a better tomorrow for women around the world," she said.
Until December 31, a collection of bags will be sold at MCM stores, with a portion of sales proceeds being donated to the cancer charity. The charity was established in 2007 to support underprivileged groups and those at high risk of developing breast and ovarian cancer.