Primark launches new affordable post-surgery range developed for women affected by breast cancer

Primark has today launched its annual Breast Cancer Awareness campaign. This year’s ‘We’re with you’ campaign raises awareness of the importance of self-checking and the support needed at all stages of breast cancer. The campaign spotlights three women on their own breast cancer journeys in Primark windows of over 460 stores globally and across its social media and digital channels. Through videos and imagery, they share what support means to them and the importance of self-checking.

Primark’s campaign also includes its largest ever 49-piece Breast Cancer Awareness collection which is made up of two ranges:

• The post-surgery range, with specialist product at affordable prices developed for women affected by breast cancer, available all year round. The post-surgery range includes a zip front wireless bra with concealed zip and a t-shirt bra which fastens at the front, designed for comfort and to be easy to take on and off post-surgery. All post-surgery bras have cotton or modal linings which ensure softness and are available in a variety of colours including black, white, soft pink and mocha.

• The solidarity range is a limited-edition range available to mark Breast Cancer Awareness Month featuring hoodies, t-shirts, nightwear and underwear. New to the range this year are the sculpted cardigan, pyjamas made from modal for extra softness in a new oatmeal colour, lip butter balm, glazed coffee cup, hydrate gel mask, overnight recharge cream, wrap around striped pyjamas and oversized zip up hoodie.

Prices start from $6 and the collection is available from 1st October in select US stores.

The campaign, now in its fifth year, also includes a donation of over $1 million to cancer charities across Europe and the US including $100,000 to Living Beyond Breast Cancer. In addition to the global donation of over $1 million, Primark is inviting colleagues and customers in store to join fundraising initiatives by donating at checkout, with the hope of meeting an ambitious target of raising an additional $1 million for cancer charities. To date, Primark has donated over $5 million to cancer charities, with the much-needed funds going towards raising awareness, research and support for cancer services.

Kevin Tulip, President Primark US, said: “Primark is committed to supporting women for life. We want women at all stages of their breast cancer journey to feel supported, strong and confident. That’s why, for the third year in a row, Primark US has partnered with Living Beyond Breast Cancer. This organization fully aligns with Primark’s commitment to support women for life by providing trusted information and a community of support, to those newly diagnosed, in treatment, post-treatment, and living with metastatic disease.”

“At Living Beyond Breast Cancer, we make sure people facing breast cancer have the support they need,” said Jean Sachs, CEO. “Now reaching over 1 million people throughout the United States, we offer people real answers, real stories, and real help to make sure that they feel supported every step of the way. We could not be more grateful to welcome Primark back for this year’s Breast Cancer Awareness Month campaign. Since 2022, Primark has contributed more than $375,000 to fund our programs helping people find trusted information and support when they need it the most. Primark’s support truly makes a difference.”