Women and men took it off for a cause Saturday morning at Susan G. Komen's "Undress for Success" event at Floods Hill in South Orange.

There was no shame as roughly 70 participants boldly came out to kick off Breast Cancer Awareness Month posing in white bras — or in the case of men, white t-shirts — for a photo to document the project. Professional photographer Elizabeth Fleming of Maplewood took the photos.

Lisa Gallipoli of Millburn, Executive Director of the Komen North Jersey Affiliate said it was an inuagural event meant to rally people to take action in combating the disease.

The signed, limited edition photographs will be done in black and white with all of the bras tinted pink (participating men will be in light blue tank tops). Prints will be available for purchase at $25 for an 8.5” x 11” and $40 for an 11” x 14”. All proceeds from the sale of the prints will benefit the Susan G. Komen for the Cure North Jersey Affiliate.

The event marked the first day of registration for the 2012 Race for the Cure in May. For more information on the race, visit www.komennorthjersey.org.

See video, photos for more details.