Victoria’s Secret is partnering with Stella McCartney to release a line of mastectomy bras to raise awareness for breast cancer ahead of the disease’s awareness month.
Around one in eight women in the US will develop a form of breast cancer over the course of their lifetime, according to figures from BreastCancer.org.
Around 85 per cent of those who develop breast cancer have no family history of the disease.
The line of bras is part of a wider effort to encourage women to regularly check their breasts for early signs of breast cancer.
The bra is especially designed for those suffering with breast cancer and is made with soft materials and a picked on the inner lining for prosthetics.
Throughout the month, the bra will be available for $10 and 100 per cent of the proceeds go to the Victoria Secret Global Fund for Women’s Cancers.
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“We have a unique opportunity but also a responsibility to use our platform and scale of our global footprint to bring greater awareness to the risks of breast cancer, especially among younger women, and educate around the effectiveness of self-checks,” Victoria’s Secret chief marketing officer Martha Pease said.
The news comes at the same time as Victoria’s Secret’s move away from its traditional model-based marketing strategy.
The new brand direction will focus on a more universal audience of women under the company’s new management structure.
Victoria’s Secret has recently redesigned its stores, switching out its traditional pink decor for a more modern aesthetic.
The range of mannequins on show also appear to be more inclusive and have moved away from the one size fits all look that is synonymous with the brand.
The brand has plans to remodel more than 1,400 stores over the next few years, according to Business Insider.