Rossum to represent MGM PiNKiTUDE campaign

LOS ANGELES MGM Consumer Products has launched a new marketing initiative called PiNKiTUDE, featuring actress Emmy Rossum as the official spokesperson. The PiNKiTUDE initiative, which will include an apparel line for teens and young women, will promote breast health, with 5% of the clothing sales going toward the Susan G. Komen for the Cure charity.

MGM also launched a pop up store in Los Angeles on Aug. 16 to promote its PiNKiTUDE initiative.

"As a young woman whose family has personally been affected by breast cancer, I am grateful for the opportunity to help raise awareness of this disease by sharing my 'PiNKiTUDE' with young women everywhere," said Emmy Rossum. "I hope to inspire women like myself to practice breast self-awareness and to encourage them to live a healthy lifestyle. I am proud to support Susan G. Komen for the Cure and their promise to end breast cancer forever."