Add mastectomy bras to Victoria’s Secret’s lingerie lineup because the company continues to ditch its supermodel-based advertising in favor of courting real-world ladies.
The wire-free mastectomy bras will likely be discounted to $10 from $49.50 all through October, which is Breast Cancer Awareness Month. Fashion designer Stella McCartney additionally has produced a public service announcement with Victoria’s Secret to encourage ladies to routinely display screen themselves for breast most cancers.
“As the world’s leading lingerie brand, the health and well-being of women is paramount to our community,” Martha Pease, chief advertising officer, stated in a assertion.
As half of a bigger marketing campaign to rework its tarnished picture, Victoria’s Secret is doubling down on merchandise that will by no means have made it via the doorways of its pink, perfumed shops lower than a year in the past.
Curvier fashions, bigger sizes and a deal with ladies’s empowerment with a new marketing campaign that includes USA soccer star Megan Rapinoe and tech investor Priyanka Chopra Jonas are half of the picture reboot.
In August, when the company was spun off from its mum or dad, L Brands, Victoria’s Secret additionally unveiled its first-ever nursing bra, additionally $49.50 and wi-fi. The new merchandise are half of the company’s advertising marketing campaign to embrace ladies of all sizes, ethnicities and life levels.
This year, Victoria’s Secret additionally featured a mannequin, Grace Elisabeth, who was not too long ago photographed 9 months pregnant for the model’s first ever Mother’s Day marketing campaign, and Helena Christensen, 52, who was photographed together with her 21 year-old son for the Mother’s Day marketing campaign as effectively.
The mastectomy bra will likely be supplied year spherical, a spokeswoman stated and sale proceeds in October will likely be donated to most cancers organizations.
“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,” Pease stated in a assertion, “especially among younger women, and educate around the effectiveness of self-checks.”