The Norwegian fashion duo is behind Rosa sløyfe 2026 – this year’s Pink Ribbon – a warm and feminine design intended to symbolise strength, diversity and community. Every October, Norway turns pink in support of the breast cancer cause. This year, the Norwegian fashion brand Ella&il has been given the honour of designing the iconic Pink Ribbon.
The brand is run by sisters-in-law Lene and Rikke Holmen-Jensen. For them, the collaboration with the Norwegian Cancer Society (Kreftforeningen) and the Norwegian Breast Cancer Society (Brystkreftforeningen) is also personal.
“We believe the Pink Ribbon campaign means a lot to most women. It’s very close to our hearts too, because we both have close friends and family who have been through cancer treatment,” they say.
A feminine design with a strong message
This year’s ribbon is made in rose gold, with an edge inspired by the discreet knit pattern that has become one of Ella&il’s signatures.
The ribbon is decorated with dusty pink pearls in different sizes. These are meant to represent the diversity among the women affected by breast cancer, and to remind us that everyone has their own story.“It’s a small pin, but it carries a very strong message. It symbolises that you are not alone,” says Lene Holmen-Jensen.
Ella&il was founded in 2014 and is known for feminine cuts, timeless garments and soft fabrics. The aim has always been to create clothes that make women feel strong, comfortable and confident.
When they were asked to design this year’s Pink Ribbon, they never hesitated.
“I’ve experienced loved ones having cancer myself, and I know how important support and community are when you’re going through illness. This year, we also hope more men will wear the ribbon and show their support for the Pink Ribbon campaign, which is so incredibly important for so many,” says Rikke Holmen-Jensen.
More than 4,000 affected every year
Breast cancer is the most common form of cancer among women. Every year, more than 4,000 people in Norway are diagnosed with it.
The chances of survival are good if the disease is detected early. At the same time, many go on living with late effects after treatment.
“Far too many women live with late effects that affect their lives after treatment. We need more research so that more people survive, but also so that more people can live good lives after breast cancer,” says Ingrid Stenstadvold Ross, Secretary General of the Norwegian Cancer Society.
The proceeds from sales of the ribbon go to breast cancer research. The goal is both to increase survival and to give patients a better quality of life after treatment.
“Funds from the Pink Ribbon campaign have already led to more precise diagnostics and better knowledge of who needs which treatment. In practice, this can mean that more people survive, that some can avoid unnecessarily tough treatment, and that more people get to live better lives after breast cancer,” says Astrid Langeby Kolbekk, Chair of the Norwegian Breast Cancer Society.
She stresses that the progress would not have been possible without everyone who buys and wears the ribbon.
See all Pink Ribbon products HERE