Penneys launches new collection and campaign in support of Breast Cancer Awareness month

Fashion and Beauty

In support of Breast Cancer Awareness Month, Penneys 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 is informed by focus groups with cancer patients and oncology nurses who trialled and tested 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 products 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 €14.

Alongside the post-surgery 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 and products will feature in many Penneys stores throughout the month. (see full store list below )

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

Irish Cancer Society’s National Fundraising lead, Rosemary Simmons said: "We are thrilled to see this product range come to life, and are pleased to have played a part in ensuring women affected by breast cancer had a voice in the process from the very beginning.

"Having information readily available for women in stores across Ireland to help them get to know what is normal for them and how to check for any changes is a huge boost in spreading awareness about breast health. When it comes to breast cancer early detection can save lives and we encourage anyone who has a concern to contact a GP.

"Our Support Line is also available on 1800 200 700 where our expert cancer nurses are available to chat about any issue big or small when it comes to breast health and breast cancer.”

Frances Warbuton, one of the models featured in the new campaign commented: “It’s wonderful that Penneys 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 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, Penneys has committed to donating €40,000 to the Irish Cancer Society to support breast cancer research, which is part of a total global donation of €290,000 (£250,000 ) to local charities supporting breast cancer research across the 14 countries the company operates in.


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