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Primark Launches New Collection And Campaign In Support Of Breast Cancer Awareness Month

In support of Breast Cancer Awareness Month, Primark is launching its first collection of leisure, nightwear, underwear and accessories designed and developed for those who have experienced breast cancer and undergone breast surgery.

  • First collection from Primark informed by and designed for people who have experienced breast cancer – featuring post-surgery bras

  • Collection modelled by women who have experienced breast cancer and supported by a new awareness campaign running across stores in October

  • £250,000 donated to support cancer charities

In support of Breast Cancer Awareness Month, Primark is launching its first collection of leisure, nightwear, underwear and accessories designed and developed for those who have experienced breast cancer and undergone breast surgery.

The new collection has been informed by focus groups with cancer patients and oncology nurses to trial and test the products. The resulting collection has a focus on comfort and style and is designed to allow for ease of dressing post-surgery, with fabrics which are noted for their cooling qualities and soft touch. The range also features a selection of items made with recycled or sustainable cotton and recycled polyester as part of the Primark Cares label.

At the heart of the collection are two different types of post-surgery bras – a zip up bra with a front and back closure to allow for ease of dressing immediately after surgery and a lightly padded bra designed for women who have recovered from surgery. The fabrics chosen for both bras are super soft and lightweight to ensure comfort and designed with pocket openings on either side allowing for a prosthesis to be worn. As well as combining style and practicality, affordability has been a key consideration within the range and each of the styles is available in a two pack, retailing at £12.

Alongside the bras, the collection features lingerie, slippers, women's jersey tees, sweats and cosmetic bags in a mauve and soft pink colour palette. The new collection has been modelled by four women who have experienced breast cancer and these images will feature in a number of Primark stores throughout the month.

Supporting the new range is a campaign running throughout Primark stores in October to raise awareness of the importance of early detection. The Irish Cancer Society worked with Primark to create bespoke educational illustrations with information on breast awareness. These illustrations will be displayed in stores, on Primark’s social media channels and the Primark website, to encourage customers to be breast aware and to tell their doctor if something doesn’t feel normal for them.

Primark Group Product Director, Paula Dumont Lopez said: “Cancer touches the lives of so many of us, so we’re pleased to be able to get behind Breast Cancer Awareness Month. We’re really proud of this new collection which has been informed by women who have experienced breast cancer and so combines practical elements without compromising on style and, crucially, is affordable for everyone. We also know how important early detection is, so we are using our stores and our online channels to help people in being breast aware.”

Frances Warbuton, one of the models to feature in the new campaign commented: “It’s wonderful that Primark is doing post-surgery underwear. it just makes things simple for us and makes things feel normal. It’s a wonderful thing. The new underwear range from is a fantastic idea. It's practical but comfortable and makes it easier for facing everyday life. A lot of thought has gone into the design and material making the underwear feel supportive and luxurious.”

As part of this campaign, Primark has committed to donating a total of £250,000 to local charities supporting breast cancer research across the 14 countries they operate in. For the UK, this charity will be Cancer Research UK. Cancer Research UK’s Director of Partnerships, Caro Evans said: “We’re incredibly grateful that Primark has chosen to support Cancer Research UK. This generous donation will help us continue our vital work to keep making transformative steps in the prevention, diagnosis and treatment of cancer.”

ENDS

Notes to editors:

Both 2-pack post-surgery bras are made using recycled plastics and are priced at £12/€14/$18.

The 22-piece collection is available in selected Primark stores now with prices starting from £3.50/€4 /$4.50 /17PLN/105CZK.

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