Ever since her brother Brad died of congenital heart disease at 14, fashion designer Natasha Butler has thought about how she could support cardiac research.
Now, with the growing success of her budget label Bruug, she is ready to act on her conviction.
Butler, 29, will launch a children's Bruug mini spin-off this month with part-proceeds to go to Princess Margaret Hospital's cardiac unit as a tribute to Brad.
"With kids who have heart conditions, you don't notice it straight off," she said. "It isn't a visible disability.
"This will be an initiative that runs for the life of the business. It isn't that I am just going to do it this year and then cut it."
To front Bruug mini, Butler will use - thanks to the connections of her West Coast Eagles husband Sam - 2½-year-old Zara Glass, daughter of Eagles captain Darren and his wife Alicia.
Zara made her modelling debut yesterday in a shoot at Rendezvous Grand Hotel Scarborough with her sister Mila, 4.
But Butler, who has an economics degree, isn't playing sides and will again have model and Fremantle Dockers WAG Samara Tugwell, partner of Ryan Crowley, in her latest Bruug campaign.
"Samara is your typical Bruug girl," Butler said. "She is fun and flirty. Every girl wants to be her, every guy loves her."I also like to balance it out. I don't want Dockers fans thinking they can't shop with me."