Victoria's Secret has launched a new line of mastectomy bras, featuring Stella McCartney as the designer.
This bra is part of an overall campaign to raise awareness about breast cancer in October.
Victoria's Secret is currently changing its name and marketing to more women with its clothes.
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Victoria's Secret, a lingerie brand, is launching a new line of mastectomy bras in collaboration with Stella McCartney, a fashion designer and breast cancer awareness advocate.
This bra is part of an overall campaign to raise awareness about breast cancer in October.
BreastCancer.org estimates that 1 in 8 American women will develop invasive breast carcinoma in their lifetime. Breast cancers affect approximately 85% of women who are not affected by the disease. This campaign urges women with breasts to check their breasts for early signs of breast cancer, and to report any abnormalities to their healthcare provider.
Victoria's Secret stated in a press release that the mastectomy bra was specifically designed for women with breast cancer. It is made without wire or soft material and has a pocket in its inner lining to accommodate a prosthetic. The bra will be available for $10 during October. 100% of the proceeds will support breast cancer research at The Victoria's Secret Global Fund for Women's Cancers.
The Black Body by Victoria Mastectomy Bra. Victoria's Secret
The Body by Victoria Mastectomy bra in Champagne/White Victoria's Secret
Martha Pease, chief marketing officer at Victoria's Secret, stated in a statement that "we have an unique opportunity, but also a duty to use our platform, scale, and global footprint to bring more awareness to the risks associated with breast cancer, particularly among younger women, as well as educate about the effectiveness of self checks."
Victoria's Secret has recently launched the bra at a time when it is shifting away from model-based marketing and aiming to reach a wider audience of women with new company management. Insider reported that the lingerie giant has redesigned its stores and traded its signature pink color, decor and unflattering mannequins in favor of a modern look. Victoria's Secret will remodel over 1,400 stores in the next few years.
