has launched a new specialist breast cancer collection of leisurewear, underwear, nightwear and accessories for women who have been impacted by breast cancer. The collection has been co-designed and developed alongside the charity, Breast Cancer Now, and those who have experienced breast cancer and undergone breast surgery. It features pieces which address some of the challenges and needs women have following treatment at affordable price points.
The Breast Cancer Awareness permanent collection includes post-surgery bras which use product innovations and Cool Max technology designed to address challenges such as tenderness, swelling and hot flushes that many women may experience during treatment, recovery and post-surgery. This year, the range also includes a post-surgery lace bralette following research that showed many women still want to look and feel good during treatment and recovery from breast cancer.
The 28-piece collection comes in a range of colors and includes post-surgery
October is Breast Cancer Awareness month and Primark is helping to raise awareness with launch of a new campaign which shares real-life stories highlighting the impact of breast cancer on relationships, self-confidence and body image.
As part of this, Primark will give £750,000 to support the work of selected cancer charities across Europe, the U.K. and the U.S. This will help to fund awareness, research and support services for people affected by cancer.
“We want to support and empower women, whatever life brings,” says Ann-Marie Cregan, trading director, Primark. “Cancer affects so many of us and we are really proud to be using our scale to drive awareness, raise vital funds and support services for people affected by cancer.
“We are listening to our colleagues, customers and wider organizations and offering women the products they need at every stage of their lives. We know that specialist products like these aren’t always accessible or affordable to everyone and we want to change this by bringing high-quality technical products that are comfortable, functional and look good to as many women as possible, at the best value on the high street.”
“We are delighted to partner with Primark as they launch their second Primark x Breast Cancer Awareness campaign and range of post-surgery bras,” says Rachael Franklin, director, fundraising, communications and engagement, Breast Cancer Now. “By sharing the stories of four women’s experience of breast cancer, Primark’s campaign is raising awareness of signs and symptoms of breast cancer as well as the importance of early detection.
“We know how important it is to be breast aware and to know your normal, which is why we are so incredibly grateful to have the opportunity to share these messages with Primark colleagues and customers.
“All funds raised through the partnership will go towards Breast Cancer Now’s world-class breast cancer research and life-changing support services so we can be there for everyone affected by breast cancer."
“Being included on the Breast Cancer Now and Primark panel to create a range that works for us was very special,” says Leeanne Adu, one of the models who features in the campaign. “Knowing that we are not an afterthought and that so much care has been put into the range made me feel truly listened to. Being able to find accessible and supportive underwear that looks and feels great in a variety of sizes for everybody is the way forward. I am so pleased that Primark has been able to make that happen.”
The range features products, including sports tops and briefs, which are made from recycled polyester as well as products made from sustainable cotton from the Primark Sustainable Cotton Program.
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