Primark launches new specialist breast cancer collection and gives £750,000 to charity in support of Breast Cancer Awareness month
- Second collection from Primark co-designed with Breast Cancer Now charity and people who have been impacted by breast cancer.
- Primark is promoting breast cancer awareness through the 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, the retailer is giving £750,000 to drive awareness, fund research and support services of cancer charities across Europe, the UK and the US.
- campaign is part of Primark’s wider commitment to supporting and empowering women, whatever life brings.
Primark 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 Breast Cancer Now charity 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, without compromising on design and crucially 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 colours and includes post-surgery bras, leisurewear such as a hoodie, t-shirt and cami tops, briefs, nightwear and accessories including slippers and socks. Starting at £4 to £15, the range will be available in selected Primark stores from October 1st.
This October, alongside the launch, Primark is promoting breast cancer awareness through the 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 UK and the US. This will help to fund awareness, research and support services for people affected by cancer.
Ann-Marie Cregan, Trading Director at Primark said: “We want to support and empower women, whatever life brings. 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 organisations 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.”
Rachael Franklin, Director of Fundraising, Communications and Engagement at Breast Cancer Now said: “We are delighted to partner with Primark as they launch their second Primark x Breast Cancer Awareness campaign and range of post-surgery bras.
“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.”
Leeanne Adu, one of the models who features in the new campaign said: “Being included on the Breast Cancer Now and Primark panel to create a range that works for us was very special.
“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 fromrecycled polyester as well as products made from sustainable cotton from the Primark Sustainable Cotton Programme.
In the UK and Republic of Ireland, Primark will also activate a customer fundraising campaign where customers can donate €/£1 (or any multiple of this value) at the till in all stores. UK customer donations will be shared evenly between Breast Cancer Now, Cancer Research UK and The Christie Charitable Fund. ROI customer donations will go to The Irish Cancer Society.
Alongside this year’s Breast Cancer Awareness campaign, Primark is also launching an exclusive capsule range of nightwear in memory of Sarah Harding from Girls Aloud who sadly died of breast cancer in September 2021. 50% of the UK sales of these products will go to Cancer Research UK, and The Christie Charitable Fund as well as 50% of the ROI sales of these products will go to the Irish Cancer Society to raise awareness, and fund research and support services for people affected by cancer.
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