"We wanted women with breast cancer who are both beautiful and fascinating; that would force people to reimagine the illness because these women aren’t what you may have expected," Joy told Refinery29 of the casting process. She also underscored the importance of showing at NYFW: "Where better to change the idea of what breast cancer looks like than the place where the world goes to find out how to look?" And, in a departure from the typical exclusive and politicized seating charts that traditionally define the fashion week experience, the event was open to the public, with 100% of proceeds from ticket sales going to #Cancerland