PiNKiTUDE sounds like the overwhelming urge to do an Elle Woods, but really it's the name of MGM's new cause related marketing initiative. The campaign, which aims to to educate young women about the importance of early detection and a healthy lifestyle, will run between now and October, Breast Cancer Awareness Month.

The campaign includes a clothing line, improbably inspired by the Pink Panther. It gets some fashion cred from having the reliably classy Emmy Rossum as the official spokesperson. A percentage of the proceeds from the lines will go to Susan G. Komen for the Cure.

There was a big launch on Saturday, with a PiNKiTUDE "Pop Up Store" private event at the XIN boutique on Melrose Ave. We're all for fashion that supports a great cause like this, so we hope it's a big success, and doesn't get too confused with Victoria Secret.